Pubicity informs and attracts audiences. Being quoted as a university-trained expert fuels credibility for MU Extension information. Overscheduled faculty, caught offguard by a spur-of-the-moment media request for an interview, can lose sight of the potential value of making time to speak with a reporter NOW. Few, if any, reporters trying to meet a short deadline will need more than 15 to 20 minutes to capture your quotes. Remember, juggling that small amount of time between conference calls and meetings can pay off with a rewarding media ripple.
In addition to answering questions, part of your job as the expert is to keep the reporter on-track with accurate information. You may need to make recommendations to add value to the story, particularly for reporters without the time to fully research a topic before the interview.
To prepare yourself for the interview, review this list of What to ask the Reporter, (adopted from the Creative Communications Consulting don't get caught blog), http://communicatingscience.aaas.org/WorkingWithReporters/Pages/WhattoAskReporters.aspx.
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