Victor E. Tiger
Fort Hays State University
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FHSU University Relations
How to Work Effectively with the News Media
Generally, the Office of University Relations
takes care of media contacts. However, media personnel may contact
you directly. We urge you to be polite, but it is your choice whether
to answer their questions. You may refer them to us, or you may
decide to visit with them. If you do grant the interview, these
suggestions might help you:
- A reporter has deadlines to meet. Return calls
promptly and schedule appointments for a time as soon as is
mutually convenient.
- Have a purpose in mind. If a reporter contacts
you with questions without scheduling an appointment, don't
be rushed into answers. Ask about the nature of the story, and
then either ask the reporter to wait outside your office or
offer to call the reporter back so that you can take a few minutes
to collect your thoughts or gather information. Be sure to resume
the visit or place the call as promised.
- Be responsive to questions. Either give an appropriate
answer or politely decline to answer, but don't be evasive.
While it is seldom productive to argue with a reporter, it is
proper to suggest why a reporter's question may produce irrelevant
information. You know more about your area of expertise than
the reporter knows.
- Speak candidly, concisely and honestly, but always
remember that everything you say may appear in print or be heard
over the airways. If you do not want to be quoted, don't make
"off the record" comments. In fact, don't use the words "off
the record." They are a red flag for most reporters. Simply
insist that you are not at liberty or do not choose to answer
a question. You are under no obligation to justify your refusal.
- Do not feel obligated to comment on issues outside
your area of expertise. Refer the reporter to another person
or to our office.
- Take care that you do not divulge legally protected information
or offer comments that would compromise an ongoing criminal
investigation. While freedom of speech is one of the most highly
cherished rights on a university campus, you would be wise
to consult with the university's general counsel before answering
a reporter's questions that involve sensitive legal matters.
- Do not attempt to speak for the university or
for your colleagues. Make sure the reporter knows that the opinions
you express are your own.
- Please notify our office when you visit with
the media. That will prevent us or others in the university
from being blindsided. Also, in the case of positive news, we
may also be able to develop additional exposure with other media.
- Never demand to see a story before it is printed
or aired. The pressure of deadlines makes such a practice nearly
impossible for the reporter to guarantee. However, let the reporter
know that you would gladly take follow-up questions or review
the story for the reporter to assure accuracy. The difference
between a demand and an offer can be critical. Be sure to tell
the reporter when and how he or she can reach you for follow-up
questions or reviews.
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