Media Relations Office Users Guide
California Lutheran University is a dynamic university with a campus full of activities: learning, discovering, teaching and striving for excellence. It is a place where diversity and individualism are woven together with a thread of common purpose.
The objective of the Media Relations Office within the Marketing and Communications Division is to communicate this purpose to the entire campus, the media and the community.
The office also promotes CLU's goals, its various departments, students, faculty, staff, volunteers, activities and programs in the most consistent and positive manner possible.
Contents
- Overview
- Media Relations
- What is News?
- How Do I Get My News in the Media?
- Time Frame
- What if the Media Contacts Me?
- Special Tips for Broadcast Interviews
- Handling a "Crisis" in the Media
- Other Publications Produced by the Marketing and Communications Division
- Advertising
- Photography
Overview
As part of the public relations function of the University, the main role of the Media Relations Office is to communicate CLU programs through internal and external communications. In disseminating information about the University, the staff's objective is to present a consistent image that accurately reflects CLU, its people and its programs.
All components within the Marketing and Communications Division (Media Relations, Creative Media Center, Sports Information, Marketing, University Relations and KCLU) work very closely together. It is the responsibility of the administrators in the division to develop programs that enhance the University's visibility and involvement in the community and among its various constituencies. Responsibilities include representing the University at public events and organizations pertinent to strengthening the identity and purpose of the institution.
Media Relations
Working with the media, communicating University-related activities, crisis management, editing the University's internal and external news releases and coordinating the campus newsletter, cultural events calendar and speakers bureau are all functions of the Media Relations Office. The office also assists the Creative Media Center by providing content for major publications and the CLU Web site.
What is News?
On a university campus with hundreds of people teaching, working, thinking, writing, traveling, conducting research and putting on workshops, many newsworthy events are taking place. Here are examples of some campus events that have been used by the media:
- Scholarships, awards or honors given to faculty members, students, staff or administrators
- New academic programs
- Community services provided by CLU students, alumni, faculty and staff,
- Research projects or newly published research findings
- Any event open to the public: plays, lectures, concerts, courses, sports, workshops
- Interesting hobby/unusual pastime of students, alumni, faculty or staff
- Study experience or expertise, which ties in with current news events
How Do I Get My News in the Media?
Press releases and community service announcements are only one form of communication with the media. Because of the importance of timeliness when dealing with "breaking" news items, priority will be given to these items so that an immediate response can be prepared for the media. For upcoming events, however, advance notice is a must.
If you would like to publicize an event or a news story, it is important that you please keep the following in mind. Please don't assume that we already know about your program or event. Please note that while we are most willing to disseminate news, we have no way of assuring its publication or the amount of coverage. What the media uses or doesn't use is entirely up to the editors and reporters at the organizations.
The following time frame has been established in order to best accommodate the media. If it is not followed, the information on your event may not reach the media in a timely fashion and may not get reported.
Time Frame
Four weeks prior to your event: please send the information about your program, event or news item to the Media Relations Office in written form or by e-mail. Include dates, times, location, ticket information, biographies of those involved and photographs if they are available. It is preferred that the information be submitted via e-mail to kgrennan@callutheran.edu and fulford@callutheran.edu.
What if the Media Contacts Me?
Ordinarily, the Media Relations staff contacts the media and responds to their requests. Occasionally, however, media representatives will contact faculty and staff for comments on issues occurring on and off campus. If a reporter contacts you, please follow the guidelines below:
- Notify the Media Relations Office so that staff can follow up with the reporter or supply further information. The office also keeps a log of all media calls and obtains copies of articles referencing CLU and its employees.
- If the reporter's questions are reasonable, be cooperative. We recommend you not comment on issues outside your area of expertise. Refer the reporter to the Media Relations Coordinator if you have any questions. Please do not tell a reporter that you have been misquoted in the past or that you do not like the media outlet for which he/she reports.
- Speak candidly, concisely and honestly. Please contact the Media Relations Office if you need a list of talking points, facts or main messages about the University.
- Remember that what you say may appear in print. Avoid "off the record" and "anonymous" comments.
- Don't attempt to speak for the University or your colleagues. Make sure the reporters know that the opinion you express is only your own. Please know that even if you do spend time answering questions, your quotes may not necessarily appear in the article. Reporters will often use your expert insight as background.
- The life of reporters is governed by deadlines, so please return calls from them promptly or notify the Media Relations Office if you do not wish to respond.
Special Tips for Broadcast Interviews
- Before the interview, develop the two or three points you want to be sure you convey on the subject. Prepare those in short "sound bites" and rehearse.
- Don't start the interview until you are physically comfortable. Do not sit in a chair that swivels or rocks if it can be avoided.
- Use shorter words and avoid jargon. This makes your point easier for viewers to understand.
- Speak to and look at the interviewer, not the camera. It is easier to talk to a person.
- In an interview, do not be afraid to stop in mid-answer if you need to rephrase. Most interviews are edited later anyway.
- Remember that off-camera comments can be used by the reporter. Don't say anything you might regret.
- For television interviews, remember that solid colors often look the best. Small prints tend to be distracting on camera.
- For live radio interviews, double-check the time and who is supposed to call whom.
- Remember that it is not personal if a breaking news event bumps or cancels your interview.
Handling a "Crisis" in the Media
A crisis is considered any event/news that may have a negative effect on the University's image or reputation (i.e., fire, on-site incident, personal injury, natural disaster, law suit, fraud, etc.).
- Notify the Media Relations Coordinator and/or the Associate Vice President for University Relations as soon as possible if you know of anything that might become a "media crisis" for CLU or if you have been contacted by the media regarding a campus-related issue.
- The Media Relations Office will work closely with the parties involved and will appoint an appropriate University spokesperson.
- Our policy is to answer questions from the media concisely and honestly. In some cases, when the news involves the rights of another (as in the case of injury to an individual), the release of information to the media may have to be delayed to ensure the protection of the individual's rights.
Other Publications Produced by the Marketing and Communications Division
CLU Magazine, a magazine for alumni and friends of CLU, is published three times a year (November, April and August). Deadlines are three months prior to the publication. Story ideas for future issues may be sent directly to the Senior Director of Communications at any time.
CLU Weekly is an online newsletter for faculty, staff and administrators. It is delivered electronically on Wednesdays via e-mail. Deadlines for submitting information is Friday at 5 p.m. the prior week.
The Cultural Events Calendar publicizes all events that are open to the public: lectures, plays, concerts, etc. The brochures are published at the beginning of fall and spring semesters. Deadlines for submitting information and photos are approximately eight weeks prior to publication. Reminders are sent to most annual events coordinators on campus.
The Speakers Bureau & Experts Directory is a directory of participating CLU faculty and administrators and their areas of expertise and topics on which they would be willing to speak. The directory is available in print form and online.
A Quick Facts and University Guide are also produced by the division each year.
Advertising
The Marketing and Communications Division has a limited budget for institutional advertising. Certain standards are followed for all CLU advertisements. Please contact the Creative Media Center regarding design of advertisements.
Photography
The Creative Media Center coordinates photography services for archival purposes and for use in university publications and the CLU Web site.