Tips from a Lieutenant
Officers and media representatives are destined to share the same turf. It only makes sense for them to peacefully co-exist in such a way that they can each do their job with minimal aggravation and disruption from the other. If the relationship works properly, the tax-paying, newspaper-buying, television-watching public just might start to recognize officers for what they are: hard-working, dedicated professionals who have emotions, display feelings and occasionally make mistakes, just like everyone else.
Many agencies include sworn or civilian personnel who are professionally trained as public information specialists and are responsible for maintaining on-going relations with news organizations. Many more departments, however, cannot afford that luxury and must depend on front-line officers or supervisors to field media questions.
The first responder’s on-scene media chores are even harder when the news drawing press attention involves the law enforcement agency itself. At the conclusion of a police-involved shooting, high-speed pursuit or other high-profile incident ending in tragedy or controversy, the media’s questions can get a lot tougher and the officer’s replies even more susceptible to intense scrutiny.
Even then, there is no reason why an officer who does not hesitate to confront an armed and dangerous offender should fear a news hound carrying only a notepad, recorder or camera. There are no tricks or superhuman skills involved in dealing with the media. It only requires common sense, telling the truth, treating others fairly and following some simple guidelines.
Generally, a reporter is going to want you to answer six basic questions: who, what, where, when, why and how? By gathering these facts—and double-checking them for accuracy beforehand—you will avoid having to respond with a flurry of “I don’t knows” when you are center stage. An experienced reporter knows that you will probably be unable or unwilling to answer all of his or her queries, but the questions may be asked all the same. Remember, there is nothing wrong with asking your interviewer what you are being questioned about before the session actually starts.
GATHERING THE FACTS
Preparing yourself by gathering data means going to the source that is most likely to have an accurate account of the events. That source might be a fellow officer, written reports, your own observations or a combination of these and more. It is vital that only correct, confirmed information is released to the media. Erroneous accounts distributed now will only require extra time and energy to be expended later in damage control efforts. Check your facts, including name spellings, addresses, criminal charges, etc. before you disseminate them. Remember, it is perfectly acceptable to admit you do not know.
Be keenly aware of what your agency’s policies, procedures and regulations say about the release of information to the media. That way you will be certain you are not giving out prohibited details. Again, doing it right the first time is vital. Once the information is out there, it is virtually impossible to recall.
It is perfectly natural to feel a bit nervous before going in front of cameras and microphones. Even the pros experience pre-airtime butterflies. You can help minimize stage fright by practicing your presentation with a fellow officer. If there simply isn’t time for an out-loud rehearsal, try to anticipate the questions that are most likely to be asked and then mentally prepare your answers. Even a little bit of preparation can help boost your self-confidence and help you look and sound better in front of the media.
THE CAMERA ROLLS
Having prepared well for the interview, you are now ready to look and sound like who you are; a competent, caring police professional. Consider these proven tips for getting your message across in an effective manner:
Check your appearance. Naturally, you will want to give yourself a quick once-over before you go on camera. Be mindful of your posture, too. You don’t want to look like a ram-rod stiff robot, but you should not slouch either. Keep your hands out of your pockets and avoid distracting mannerisms, like toying with a piece of equipment. It is alright to be animated and use your hands to emphasize a point, within reason. The look of a relaxed, confident, got-it-together professional is what you are after.
Choose your words carefully. Be sure your language is clear, direct and free of “cop shop” slang and legalese. Steer clear of off-color terms or derogatory remarks. Use a normal, conversational voice and be careful not to talk too rapidly.
Credibility is often cited as an officer’s most precious asset. Telling the truth is especially vital when you are dealing with representatives of the news media. Lying, telling half-truths and lying by omission are equally unacceptable and practically guarantee to get you and your agency in deep trouble when they are discovered.
Keep it brief. The electronic media, in particular, are able to devote precious little time—perhaps only 15 or 20 seconds—to what you have to say, so make your point concisely. This is not the time for long war stories and complex examples. Instead, answer questions in language that is clear, succinct, and direct. That kind of statement is most likely to get on the air or into print.
Stay in control. Winning the interview game means controlling the interview instead of letting it control you…and that means controlling yourself. Keeping your cool with an interviewer who deliberately pushes your buttons is one way to bolster your credibility as you polish the image of your department and yourself.
Remain courteous. Protect your reputation as a polite professional, even if some interview questions seem unfair or the interviewer seems biased. It’s worth it for the personal impression you leave with your audience. Maintain good eye contact with your questioner and don’t hesitate to smile, if appropriate.
Stay on the record. Simply put, do not tell secrets at any time to anyone from the media. A reporter is under no legally binding obligation to not run with a juicy tidbit you tossed him, even if he promised he would not. Going off the record with any member of the press is risky business. Do not leak investigative clues, informant identities, or other information apt to result in problems for your department if the person trusted with the “secret” elects not to honor the confidence.
Do not play favorites. Giving an “exclusive” to one reporter while ignoring or avoiding his equally interested competitor is another dangerous game, and it is just plain unfair. Stay out of hot water by treating everyone equally.
Be clear. Ascertain if your interviewer is comprehending what you are saying. If you are not sure, ask the reporter. Offer to clarify anything that remains unclear.
Clarify convoluted questions. When faced with them, even the sharpest interviewee may be uncertain about exactly what he or she is responding to. Instead of bulldozing ahead, ask for clarification before answering any question that seems unclear to you. Even then, if you find that you’ve made a mistake in your response, stop and correct yourself right away, even if the interviewer is moving on to another question.
Be aware of live electronics. More than a few public figures have had their careers damaged by an inappropriate comment made in front of a camera or microphone they thought was off. Don’t make the same mistake. Watch the jokes and insensitive remarks. Assume that every camera and microphone in your presence is live.
Avoid “no comment.” There are many ways of saying essentially the same thing (e.g., I can’t answer that for you right now because…) “No comment” makes you sound like a crook being grilled by a congressional committee. Provide a courteous, truthful explanation of why you can’t respond.
Defeat the interrupter. A few reporters have the nasty habit of injecting their own opinions or comments or asking the next question before you have completed your answer. Beat them at this game by simply speaking over them, if necessary, until you have finished. It may sound rude, but it could be necessary to get out the right information and convince the interviewer that you will not be controlled or intimidated.
Correct the misinterpreter. A reporter may lead off the interview with incorrect information or sum up a statement you have made while simultaneously twisting your meaning. There is only one solution: Correct him immediately, even if the interview is live. It is not necessary to get into a back-and-forth argument. Just set the record straight and move on to the next topic.
Handle the ambush interviewer. This interviewer might jump you in the station parking lot or just about anyplace else you do not expect him. His intent is to obtain an unrehearsed, emotional and perhaps confrontational response from his victim. Responding in an emotional, unprofessional manner will give the ambush interviewer exactly what he is after and probably guarantee you a spot on the evening news. Remain calm, courteous and in control. Just respond as you would in any other interview circumstance and go about your business.
Live through dead air. An interviewer trying this stunt will silently and expectantly stare at you when you have finished responding to their question. The idea is for you to become uncomfortable with the silence and start talking some more, perhaps saying something you had not planned or intended in the process. The solution for you is as simple as it is effective: When you have finished your planned response, clam up and stare right back at the reporter. After a couple of rounds of this match, he will likely get the message and allow the interview to proceed in an up-front fashion.
WHEN THE LIGHTS GO OUT
Most interviewers will not try to play games with you, but now you are ready if they do. Most only want to get the facts as quickly and painlessly as possible and move on to the next assignment—just like you. By responding honestly and openly to the interviewer’s questions and ensuring that your answers are understood, you will increase the likelihood that both interviewer and interviewee emerge as winners. The reporter gets the story and the public gets the facts.
More tips or experiences with the media to share? Post your comments below or e-mail us at: editor@calibrepress.com
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EDITOR’S NOTE:
On March 12, Calibre Press will be hosting a FREE WEBINAR, sponsored by Vector Solutions, titled Surviving and Thriving as a Female Officer featuring highly-achieved Calibre Press Instructors Cyndy Velazquez and Carole Widman.
CLICK HERE for full details and to register.
Note: This program is open to all officers. If you are not able to participate in the live presentation, register regardless as all registrants will receive a link to a recording of the program within five business days of its conclusion.
