Office of University Communications -- How to Work With the Media

Index:

What the media thinks is newsworthy

Timely stories that tie-in to current events, breaking news, trends, holidays, etc.
Human interest stories that put a human face on issues and programs
Stories that are visually compelling

Profiles of students that demonstrate applied learning
Faculty and staff “experts” who can comment on current events and breaking news
Specific and visual examples of how UW-Stout contributes to the community
Interesting and visual examples of faculty, staff and/or student accomplishments within programs
Profiles of graduating students during commencement week

When a reporter calls, ask his or her name and media affiliation
Ask when a reporter’s deadline is; let him or her know whether you can meet this deadline
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

Mention UW-Stout in your remarks and ask your interviewer to properly identify your affiliation with the university
Think before you speak
Speak slowly in short, concise sentences or “sound bites”
Avoid jargon
Don’t assume a conversation, comment or observation is “off the record” just because you say it is
Never lie to a reporter
Never talk down to a reporter; while they may be generalists, they are intelligent and arrogance will come across to the audience
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
Notify University Communications when you have been interviewed by the media so the outcome is documented
If you are not comfortable returning a reporter’s call, University Communications will be glad to return the media call for you
You are under no obligation to answer a reporter’s questions
“No comment” may be the worst response you can give to a reporter

Tone down colors; vertical lines, subdued colors and simple jewelry lend authority and seriousness to your remarks
Wear clothing that fits
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
If a reporter refuses to provide this information, you can always decline the interview
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
Sit up straight; if you wear a suit or jacket, sit on the tail to prevent it from “riding up” your neck
Watch your body language on TV
Television reporter routinely shake their heads as if nodding in agreement with the speaker; you may start nodding your head too
You may be saying “no,” but your head may be saying “yes”
Keep yourself focused on the interview
Avoid getting “cozy” with the interviewer or situation
Some of the most embarrassing mistakes occur not because of tough questions, but because the speaker begins to babble
Be on time; unlike a print reporter, you can’t call back later to interview with the electronic media
If possible speak with the interviewer before going on camera to ensure you both have expectations of the material to be discussed
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