Should You Use A Reporter's Name During An Interview?
I recently received this email from the communications director for a major league sports team:
“What is your opinion on a speaker (in our case it’s usually the head coach after games) addressing questions by naming each reporter before the answer or finding a spot within the answer to name the questioner? I hear writers talk about it, how it shows the speaker cares about the media or is making an effort to connect with them more than just spewing a quick answer. Do you think a speaker receives better coverage when naming the reporter in his answer than just to answer the question? I’m torn on it because:
1. My head coach will have to learn each reporter’s name (meaning the non-beat writers), and the reporters who cover us change quite often.
2. It distracts from the answer sometimes. Fans might think, “As a viewer, do I really care that Joe from the local newspaper asked the question? I’m a fan of the team, he should address me too.”
I’ve always been conflicted about this topic for the reasons the emailer stated. In The Media Training Bible, I wrote that:
“Many media trainers teach their trainees to call reporters by their names, arguing that doing so helps forge a warm connection with the interviewer. Perhaps that’s true. But it comes at too high of a price. When you call reporters by name, it makes it clear to the audience that you’re speaking to the reporter, not with them.”
Although I believe that advice is generally sound, does it always apply?
It definitely applies to taped sound bite interviews, in which the person conducting the interview may be a behind-the-scenes producer. If you say that person’s name during the interview, the news station will probably be forced to edit it out—or drop that quote altogether.
But does it apply to a live press conference?
On one hand, naming reporters might help make the reporter feel valued. Reporters may even want to edit their name into the piece to show that they’re the one who asked the question (and let’s face it—hearing their name may also satisfy their ego).
But on the other hand, if the head coach doesn’t know a few people, it will become abundantly clear to everyone watching that they don’t know the reporter. In addition, reporters from competitive outlets may not want to use otherwise great quotes that name their competitors. Plus, as the emailer suggested, it may interfere with the connection the coach should be making with the viewers and fans outside of the room.
The emailer and I would both like to learn from you on this one. Please select an option from the poll above—and leave your more complete thoughts in the comments section below.