1. Screening calls

The first thing you must do is establish whether, indeed, a reporter is calling you. This is a snap; just ask the caller two simple questions: Who's calling? And what organization do you represent?

You then transfer the caller to the appropriate person. (You know who the appropriate person is because your organization has a policy that tells you whom to transfer media calls to. If your organization doesn't have such a policy, it should get one immediately).

2. How to direct calls to the appropriate spokesperson

Know beforehand who the approriate spokesperson is. It is best to have the organization designate a Prime Media Contact who receives all media calls, gives most interviews and brings in other spokespersons only when he or she deems appropriate (such as an expert in a given field).

If your organization doesn't have a Prime Media Contact to whom all media calls should be referred, then you will be asking the receptionist, secretary, administrative assistant or clerk who initially answers the reporter's call to probe the reporter as to the content of the story and then to make a judgement about who in the organization should do the interview. In effect, you'd be asking a relatively junior person to make an important management decision.

Such an approach to media relations is fraught with danger. The reporter may not wish to tell just anyone answering the phone what topics he or she wishes to raise in the interview. Or the reporter may simply lie about the kinds of questions he or she will ask. In the first instance, you will have aliented the reporter before the interview with a spokesperson ever begins. In the second, you may pass the call on to an inappropriate spokesperson.

Most often, a reporter calling your office will give his or her name and media affiliation and then ask to speak to someone about a given topic. "Hi. This is Ed Shiller from The Star and I'd like to speak with someone who can give me information about your company's employment equity initiatives."

In this case you simply say: "That'll be (name of Prime Media Contact), and I'd be pleased to connect you."

The reporter may respond that he or she doesn't wish to speak to some flak, but wants to get the story straight from the horse's mouth. Don't take offence at anything the reporter says or the way in which it is said. But in a cordial, businesslike tone, reply: "I'm sure that (name of Prime Media Contact) will be able to get you the information you wish. I can transfer your call, or if you wish, give me your phone number and he/she will call you right back."

Let's say the reporter insists on speaking to someone high up in your employment equity department. Don't worry. Keep cool (remembering the Seven Axioms - see Previous Media Tips #13 and #14) and follow the reporter's instructions.

For example, the reporter may demand to speak to the Director, Employment Equity. No problem. Transfer the call or give the reporter the direct number of the Director, Employment Equity. (After all, the name and phone number of the Director, Employment Equity are public, available to anyone.)

Then tell the Director, Employment Equity that you're transferring a reporter's call and give a synopsis of your conversation. And be sure also to inform the Prime Media Contact that the reporter called.

But, what do you do if you are the Director, Employment Equity or his or her assistant?

If you are an assistant to the Director, Employment Equity tell the reporter that the Director is not available, but will get back as soon as he or she is free. If the Director is a designated spokesperson who is authorized to give media interviews then he or she will return the reporter's call, but only after suitable preparation. If the Director is not authorized to give media interviews, the Prime Media Contact will return the reporter's call.

If you are the Director, Employment Equity and you pick up the phone to find a reporter on the other end of the line and you are authorized to give media interviews, tell the reporter that you are tied up at the moment but will be happy to give the interview in 30 minutes (or however much time you need to prepare). If you are not authorized to give the interview, transfer the call to the Prime Media Contact by saying: "The person you should be speaking to is (name of Prime Media Contact), and if you'd like, I'd be pleased to transfer your call."

If the reporter's already been shunted about, he or she will likely get a bit antsy at this point. "Look here, I'm tired of being stonewalled. Can't you answer a few simple questions about employment equity?" And you might reply: "Sure, I'd be glad to help, what would you like to know?" Then take notes on what the reporter asks and tell him or her that you'll get back with the answers. Then inform the Prime Media Contact, who will return the reporter's call.

If a reporter ever goes off the deep end and starts ranting and raving, remain cordial and nonjudgemental. Don't chastize the reporter or tell him or her to calm down; that will only aggravate the situation. Just let the shouting subside of its own accord and then transfer the call or pass the message on to the appropriate spokesperson.

Fortunately, rarely, if ever, would a situation deteriorate to this point. And it won't if you maintain a positive mindset that respects the reporter's right to information, and if your organization's Prime Media Contact shares the same mindset and quickly returns media calls.

3. How to handle a reporter's persistent questioning

Occassionally, the reporter will start interviewing you. You can avoid pitfalls if you determine beforehand what information you will give and and what you will not. As a rule of thumb, give out only that information that you would give to any caller who wanted to get in touch with someone in the organization. This boils down, basically, to the names of executives or managers, their assistants and their respective phone numbers.

If the reporter delves more deeply by asking you substantive questions (how many employees do you have? What were your first-quarter earnings? What is your best-selling product?) simply refer him or her to the spokesperson by saying something like: "It would be best for you to speak with (name of spokesperson) to ensure that the information you get is both accurate and comprehensive"; or: "I'll make sure that someone gets back to you quickly with answers to your questions" - whichever is the more approprate response.

A hard-nosed reporter might try to goad you into answering substantive questions by picking away at your self-esteem, by asking something along the lines of: "Come on, you mean to tell me you don't know how many people work for your company? They don't train you very well, do they?"

Don't get provoked. Just give the same answer that you would to a substantive question: "It would be best for you to speak with . . . ." or "I'll make sure that someone gets back . . . ."

Of course, none of this works if your organization does not have a Prime Media Contact or you don't know who it is.