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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