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Office of Marketing Communications
Press Releases/Media Alerts/Media Inquiries:
You play an important role!
A
good press release attracts the attention of the media as something they
feel their audience would be interested in. At the same time, it generates
publicity for the College, or an individual at the College. Sometimes
your idea - or our idea - of an interesting story draws no interest from
the media. Don't let that discourage you. We'll keep promoting newsworthy
happenings that are timely and have local implications.
To write a good press release, the Office of Marketing Communications needs you to provide the answers to the following questions: Who, What, When (dates/times), Why, Where, How, How many and How much (cost)? Please define, in lay-terms, any technical terms you use. The timing of a press release may or may not be important, depending on the subject matter.
Media alerts are similar to press releases in that similar information is needed, but timing is essential. A media alert is meant to cause an assignment editor to send a reporter and/or photographer/videographer to an event that is scheduled in advance to take place. Six weeks advance notice, if possible, is the time frame for our Office to properly cultivate interest for media coverage. Even then, coverage depends on topical interest compared to other newsworthy events of the day.
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Responding to Media Inquiries:
Your
response to a media inquiry should be determined by the information being
sought. The Office of Marketing Communications requests
the media to use our Office as a point of contact for all College-related
inquires. We ask members of the College community to refer any media members to us if they should bypass
this request.
Media requests made directly to you regarding your area(s) of expertise, and not related to College business, should be answered directly by you.
To give the best possible answers, remember to clarify and confirm the question first. It is perfectly legitimate to ask the reporter for their telephone number and/or e-mail address if you feel you would like a short time to formulate your answer. The media usually work on tight deadlines, so a timely response is essential. Developing a respectful relationship with an editor or reporter is an asset to you and the College.
Media requests for your photograph to be taken in any campus setting should be forwarded to our Office. A member of our staff, or campus Photographic Services, should be present at the photo session.
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Tips for a successful interview:
The Role of Marketing Communications (MC) Staff
1) To be the primary contact for the press - introduction to the press.
2) To establish a relationship with media contact -- be friendly, knowledgeable and personable.
3) To provide information about stories/issues.
4) MC will ask the reporter about the particular topics to be covered and suggest newsworthy topics to be considered for discussion.
5) MC can help you prepare for questions, determine relevant facts and information and help you determine what - if any - uncomfortable questions may be asked and prepare your responses.
6) MC can help you rehearse for the interview - role play.
Your Role
1) Be yourself. Look the reporter in the eyes - relax and answer one question at a time.
2) Speak as an individual, using "I" rather than "we." Remember you are being quoted, let the reporter know if you are talking on behalf of the College or personally.
3) Use simple language that is free of jargon. Use analogies or metaphors if the issue is complex, show an example.
4) If you don't know the answer to a question, say so.
5) There is no "off the record" - if you don't want to see it in print then DO NOT say it.
6) Remember - speed is of the essence. A worthy news editor once said "there is a reason they call it a daily paper!" It is not OK to say that someone is out of the office/unavailable or will not return until next week.
7) Do interviews face to face when possible. Bring along an informational packet, but do not bring gifts or offer to pay for lunch/dinner.
8) Follow up with the reporter after publication (both you and MC). Thank the reporter
for his/her time and interest in your story. Let the reporter know that
you were happy to be of service.
