Public Relations
Public relations, both internal and external, is important in
creating a positive University image. Public relations is not
just the releases and media contacts that are necessary for placing
news items and feature stories. The University's image is also
affected by the most routine communications - from tuition letters
to scholarship award announcements. Where relations with important
constituencies can be effected, the communications should be reviewed
by the Office of Marketing and Communications.
The Office of Marketing and Communications is available to assist faculty
and staff in generating publicity for your offices, departments
and campus organizations. Assistance is provided only for University-sponsored
events. Because of the way the media works, official news releases
should be sent only through or with the approval of the Media
Relations Manager. All publicity should be conducted through the
Office of Marketing and Communications. To ensure that an event or achievement
receives the publicity in a timely manner, the Office of Marketing and Communications should receive information at least three weeks prior
to the event whenever possible. When the information is available
sooner, the Office of Marketing and Communications may be able to do more
creative publicity than a simple announcement in the local papers.
If you have a story idea, a new faculty or staff member joins
us, or you have an upcoming event, please send your information
to the Media Relations Manager. The more information and story
ideas we receive, the more publicity we can generate about our
programs and services. The Office of Marketing and Communications also keeps
biography files on all employees for use as background information.
If you have not filled out a biography form yet, please stop by
the Office of Marketing and Communications, located in the lower level of
Lownik Hall, to do so.
Deadline: Three weeks prior to event.
News Releases
Press releases are issued by the Media Relations Manager and/or
the Executive Director of Marketing and Communications for University-sponsored
events and activities, newsworthy achievements by the University
and its community members, and any other announcements that the
Office of Marketing and Communications deems appropriate to project the best
image of Benedictine University to the general public and advance
the institution. No other staff member is authorized to issue
press releases on behalf of the University.
News releases are sent to local and regional media each day.
Information should be submitted to the Media Relations Manager
to produce your release in a timely, accurate and responsible
manner at least three weeks prior to the event. Information should
include the name of the event, date, time, location, cost, telephone
number for more information, a short description of the event
and other pertinent information. Make sure you check the spelling
of names and titles. If you already have a brochure or flyer printed
about the event that lists the information needed, just send us
the publication. Do not worry about using the correct news release
format - we will take care of that. We will write the release
in the style reporters and editors can use.
All press/news releases are sent ONLY through the Office of
Marketing and Communications.
Deadline: Three weeks prior, or when announced.
Coverage
If you have a list of industry or association-specific publications
to which we can submit your release, please provide us with a
list. We will keep it on file for all items you submit for publicity.
Please keep in mind that we cannot control what the newspapers
print, although the odds are fairly good that you will get coverage
if lead time is sufficient and information is of interest to the
general public. When news releases are sent, we have no idea if
or when the article will appear in the newspaper. The choice of
whether or not to print the story is made by the newspaper's editor.
Feature Stories If you have an idea for a feature article
or photograph for the media, please call the Media Relations Manager.
We will contact the media directly to pitch the story or the photo.
The more ideas we have, the better chance we have of getting more
coverage.
Media Relations In order to ensure our continued good
relationship with the media and to further develop our media contacts,
the Office of Marketing and Communications should be the first and primary
contact with the media.
Most reporters call the Office of Marketing and Communications when they
need information. They know they will be referred to the proper
source for information quickly and with respect for their deadlines.
The Office of Marketing and Communications pitches stories to the local
press on a regular basis. In most cases, the media will contact
us directly and we will put them in contact with you. If you receive
a call from a reporter, do not panic! The following lists a few
tips to help you deal with reporters. It is important for us to
keep track of all media calls, especially since we may be working
with another media source on the same story.
When you are contacted by the media, please contact the Media
Relations Manager as soon as possible at extension 6094. We will
handle the inquiry and, if necessary, set up a time for the reporter
to interview you or another person. In addition, we will provide
you with as much information as possible, including what the story
is about and questions you might expect.
We will also provide the media/reporter with the appropriate
information about you - correct spelling of your name, your area
of expertise, etc.
If, however, the media contacts you regarding a crisis situation,
please do not give any information, but rather refer the reporter
to the Executive Director of Marketing and Communications. In these situations,
the crisis communication policy will be put into effect.
Tips for Working with the Media Reporters are always on
deadline. Once we have set up a meeting for you, please be respectful
of the appointment. Often, we will have the reporter contact you.
If that connection is not made, immediately contact the Media
Relations Manager. You should not have to track someone down -
that is our job.
- If you are meeting with a reporter or if you have a telephone
interview, make sure you allow yourself enough time to collect
your thoughts before the interview.
- The interview should take place in a private area. If the
interview is to occur in your office, hold telephone calls and
other distractions.
- If possible, give the reporter written material such as brochures.
That will give them something to refer to when they get back
to the office.
- Never mislead the media - do not exaggerate.
- If a touchy question is asked, take your time. Do not worry.
Give your answers in your own time.
- If you know the answer to a question but can not respond without
getting yourself or someone else into trouble, do not say, "no
comment." That infuriates reporters. Instead say, "I am unable
to talk about that," or "(name) may have the answer you are
looking for."
- Nothing is off-the-record. If you do not want to see it in
print or hear it on the air, do not say it!
- If you do not know the answer to a question, say so. Tell
the reporter you will look into it and get back to them. You
can always call the reporter back once you have found the information.
- Please do not ask to see the article before it is printed.
Reporters cannot meet this request.
Appearing on Television/Radio
Everything said about dealing with the print media also applies
to the electronic media. In most cases, television and radio focus
on short snapshots, rather than in-depth interviews. Follow these
tips:
- Keep your answers concise. The average sound bite lasts nine
seconds.
- Use verbal lists to highlight your points.
- Speak in your normal tone and style. Focus on the interviewer
and try to relax.
- Have a slight smile - even if you are talking about a serious
subject, it will make you look pleasant, not amused. A normal,
serious expression will appear dismal to TV and can be heard
in your voice on the radio.
- You should wear clothing you are comfortable in, but business
attire is most appropriate.
Crisis Communications
A crisis is defined as any incident that creates a certain degree
of turmoil or confusion either on the campus or in the communities
we serve, often generating media attention. In addition to fire
or vandalism to school or neighboring property, other potentially
controversial situations that may arise and attract media attention
include: student demonstrations, student stress and suicide, campus
crime, incidence of disease, criminal charges, lawsuits, neighborhood
opposition to Benedictine events, policy or physical plant decisions,
incidence of discrimination.
Internal Crisis Communications.
The official spokesperson for the internal community is the President
of the University. Should a crisis situation arise, the President
will issue a statement discussing the circumstances in detail
and the action the University will pursue. In addition, other
administrative officers may also address special communications
to appropriate members of the Benedictine community at the request
of the President.
External Crisis Communications.
When there is a crisis, the Executive Director of Marketing and Communications
is the person solely responsible for dealing with the media and
will speak on behalf of the University. The Office of Marketing and Communications
is responsible for dealing with all other external audiences.
If anyone in the University receives a telephone call from the
media regarding a potentially controversial issue, that person
should direct the call to the Executive Director of Marketing and Communications.
The Office of Marketing and Communications has an active relationship with
members of the Chicago area media and can screen all calls to
determine what information the reporter needs. If necessary, we
may call a press conference to present the facts in more detail.
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