FAQ

How do I get “the message” through in plain language, yet keep the integrity of the research?

Dare to be simple and find your focus. Think you have a flashlight – you can only illuminate specific parts although the rest is there. Define the target audience and use language and content suited for the audience. Test your messages on a friend from another field.

How to steer the discussion back to one’s own research, and how to steer the discussion overall?

Be prepared and have your focus clear with ready examples. Analyze beforehand where the discussion might go astray.

How to ensure that what is said is adequately presented (not misquoted, quoted out of context etc.)?

Be as clear as possible in your own communication. In an interview, always ask to check your quotes beforehand. If the journalist is in a hurry, ask for a text message when the text has been sent to you and be ready to check it immediately. In a tv-interview you can ask which takes they are going to use.

Here are the guidelines that every journalist has to follow:

http://journalistiliitto.fi/en/ground-rules/guidelines/

What to say if one doesn’t really feel an “expert” on a topic?

Realize that your idea of being an expert is much narrower than the general public’s. Ask yourself: “Do I know more about the subject than the general public?”. If yes, go for it. Use the opportunity to make a good impression and work on your own personal brand. You can in the interview use sentences like “My field of study is X, therefore from my point of view…” But be careful – do not undermine your answers with excuses.

How to react to personal questions or how to prepare for how much to share?

Plan and decide beforehand what you want to share about yourself. What could be interesting, what is really you? How to brand yourself? Something personal is always good. If your personal life happens to correlate with your studies it strengthens the brand. Also consider what kind of media is in question to know what is expected: is it a women’s magazine, scientific journal, radio..?

How to know more about the format of an outlet?

If you are not familiar with the medium, take some time to check before promising to participate. You can always consult external relations at info@hanken.fi

Which interviews should I decline?

Decline any medium with an agenda you clearly cannot stand for. Depending on how busy you are: in a friendly way decline time consuming columns etc for very small and marginal outlets. But remember that someone very important might read the school magazine, too. Keep in mind that women’s magazines have a very high circulation.

Which points to always include and ensure that they are included?

Plan and decide your desired outcome of the interview. Accept that your message must be very short and simple. If you have three points you might get one included in the interview.

Please feel free to contact info@hanken.fi should you have any other questions regarding media relations!