What do I do if a reporter asks to interview me about my work?
If a staff person is directly approached by a member of the media for an interview, you are free to work with the reporter to schedule an interview without prior approval from the Department of Communications. However, we ask that the Director of Communications is informed that an interview will be or has taken place and, if the information is available, where and when that interview will appear. This is requested for media tracking purposes. If you are asked to participate in a media interview and there is enough lead time, we can work with you for a briefing on what to expect during an interview. Often, however, members of the media are operating on an extremely tight deadline and will need to conduct the interview immediately.
Who gets our news releases?
As stated above, we distribute to a statewide database of media outlets and can also target media outlets in a specific region as needed. For instance, if you’re recruiting for a program open only to Raleigh County residents, we can target Raleigh County media outlets. While we do not share our media database with staff members, if you have a media contact that you would like to ensure is on the list, please send it to the Director of Communications.
What if I would like to alert the media of an event that has come up last minute?
This happens from time to time. Internally, writing and approving a news release can generally be done on short notice, but the procedure above is a requirement (i.e. all news releases being vetted through the University’s AVP of Communications and Marketing). If you have a last-minute request for a news release, simply contact the Director of Communications to discuss.
How do we know if our media releases are getting traction?
The University subscribes to a media tracking system that provides daily snapshots of our media activity. We also receive Google Alerts when information is picked up by the media. That information can be shared with staff members who want to know if their content is garnering media attention.
Is sending out a press release our only avenue for interacting with the media?
Think of the press release as the first step. This gives the media a heads-up about the subject matter and helps them determine whether they are willing and interested in covering the topic. It also helps with their scheduling. If we distribute a release about an event happening in the future, it gets put on their calendar of possible stories for the day. While we can’t guarantee a media outlet will bite on a story we’ve pitched, we can follow up after the press release is sent with direct calls or emails to encourage their coverage of a story.
Are news releases only for events that involve recruitment for programs? What else makes a good news release?
In a word, anything could make a good news release. New programs or projects, a recent outreach or research impact your work has had, an achievement (like an award or grant) by a staff person or student, a feature profile of your program that simply tells its story but may not be about program recruitment. If you have an idea but are unsure whether it’s worth pitching to the media as a story, contact the Director of Communications. Odds are, it probably is worth it!
What if my goal is to invite the news media to an event, but not recruit publicly?
In that case, we wouldn’t do a news release. We would do what’s called a media advisory, which contains much of the same information as a news release, but is structured differently so that the media knows it’s not meant for publication. It’s more of an invitation for them to attend.
What if I consent to an interview with the media and am unhappy with the result?
If the reporter has misrepresented the information in a way that has a negative impact on the subject matter, contact the Director of Communications to discuss methods for asking for a correction or retraction. If the resulting story is factual, but you simply aren’t happy with how the story turned out, that is likely not worth the time and effort to revise. Your best approach is to be well prepared on the front end of an interview and present the reporter with the information to the best of your ability. How that reporter chooses to present the information is ultimately up to them and their editors.