Index:
- What the media thinks is newsworthy
- Examples of UW-Stout stories
- General tips and guidelines when working with the media
- Additional tips for TV interviews
What the media thinks is newsworthy
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Timely stories that tie-in to current events, breaking news, trends, holidays, etc.
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Human interest stories that put a human face on issues and programs
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Stories that are visually compelling
Examples of UW-Stout stories
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Profiles of students that demonstrate applied learning
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Faculty and staff “experts” who can comment on current events and breaking news
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Specific and visual examples of how UW-Stout contributes to the community
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Interesting and visual examples of faculty, staff and/or student accomplishments within programs
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Profiles of graduating students during commencement week
General tips and guidelines
when working with the media
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When a reporter calls, ask his or her name and media affiliation
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Ask when a reporter’s deadline is; let him or her know whether you can meet this deadline
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Anticipate a reporter’s questions and develop answers
- Clearly and briefly state one or two key points. Keep your message clear; use phrases such as
- The key point is…
- The bottom line is…
- The one thing people need to realize…
- Let me repeat that, because it’s such a critical point…
- One trend we see…
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What is especially exciting/surprising/unexpected…
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Mention UW-Stout in your remarks and ask your interviewer to properly identify your affiliation with the university
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Think before you speak
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Speak slowly in short, concise sentences or “sound bites”
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Avoid jargon
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Don’t assume a conversation, comment or observation is “off the record” just because you say it is
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Never lie to a reporter
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Never talk down to a reporter; while they may be generalists, they are intelligent and arrogance will come across to the audience
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Radio reporters may ask to tape an interview over the telephone; this is common practice, but the reporter should inform you of the taping before it begins
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Notify University Communications when you have been interviewed by the media so the outcome is documented
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If you are not comfortable returning a reporter’s call, University Communications will be glad to return the media call for you
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You are under no obligation to answer a reporter’s questions
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“No comment” may be the worst response you can give to a reporter
Additional tips for TV interviews
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Tone down colors; vertical lines, subdued colors and simple jewelry lend authority and seriousness to your remarks
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Wear clothing that fits
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You have a right to ask a reporter ahead of time what material will be covered and to inform the reporter what areas you will or will not comment on
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If a reporter refuses to provide this information, you can always decline the interview
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If a reporter says he or she will not ask questions on a topic and then does so on the air, please let University Communications know immediately
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Sit up straight; if you wear a suit or jacket, sit on the tail to prevent it from “riding up” your neck
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Watch your body language on TV
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Television reporter routinely shake their heads as if nodding in agreement with the speaker; you may start nodding your head too
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You may be saying “no,” but your head may be saying “yes”
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Keep yourself focused on the interview
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Avoid getting “cozy” with the interviewer or situation
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Some of the most embarrassing mistakes occur not because of tough questions, but because the speaker begins to babble
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Be on time; unlike a print reporter, you can’t call back later to interview with the electronic media
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If possible speak with the interviewer before going on camera to ensure you both have expectations of the material to be discussed
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Provide the interviewer with a brief paragraph outlining the subject in question and your views about it; University Communications can help you prepare such a paragraph