What is News?
Becoming a Media Expert
Capitalizing on Media Opportunities
Guidelines for Managing the Interviews
Quick Tips for Successful Interviews
Behind the Scenes: On-campus Interviews, Emergencies, Privacy Issues
Generating an Audience for Your Conference
A story’s newsworthiness is determined by the reporter and the news outlet for which he or she works. Universities offer many stories that may appeal to a general audience and, therefore, are potentially newsworthy to mass media like newspapers and television. Other stories fit better in niche media that reach a specific, targeted audience or are best told through university publications.
Reporters tend to turn to universities for stories:
DePaul’s Media Relations team works to assist reporters on all types of requests.
Elements of Newsworthiness
Reporters expect DePaul’s Media Relations staff to be “news gatekeepers” who pitch only the best story ideas that have certain characteristics of newsworthiness, setting them apart from other ideas. These characteristics include conflict and controversy, trends, and stories that are timely because they relate to happenings in the world at the moment. These stories may have a wide societal impact, human interest or involve very large sums of money. They could be about something unusual or rare; they might highlight a discovery or represent a major first.
Spotting a Trend Story
Trends are broad-based business, social or cultural phenomena that journalists strive to identify and write about before anyone else. Analysis of education coverage shows that trends get ink. Reporters want to write about the emerging popularity of a particular behavior and activities that are likely to engage the masses and become part of our common vocabulary.
Trends can sprout from many sources, including research. A new statistical analysis may identify a movement in society that previously was unrecognized. Trend stories also can spring from your own observations, particularly as you see new ways that students do traditional things. For example, as increasingly eco-friendly young people continue incorporating green technology into their daily lives, stories documenting this development will become more common.
To be newsworthy, DePaul needs to be on the front end of a trend or report a fresh angle on a current trend. Otherwise, it is simply “me-too-ism.” Look for a trend “with legs” or one with enough staying power to be worth your time attracting attention to it. Ask yourself why it is important and be prepared to explain how it will significantly alter the world around us. Remember that the trend story will fade as the new activity becomes the norm; the media will move on to the next new thing.
Pitching DePaul’s Stories
Just as a business offers specialized brands or exclusive items to distinguish itself from its competitors, DePaul highlights the key elements of its mission and strategic goals to set it apart from other schools. For example, among the elements of DePaul’s brand are its practical and well-respected educational offerings. When Media Relations reaches out to the news media, part of our goal is to reinforce our values as reflected in our mission and strategic plan. We must select carefully which stories to promote because these messages define our reputation. They alert potential students, community partners and donors to DePaul’s distinctive characteristics and are a factor in their decisions to affiliate with us. For example, a top priority for DePaul is to emphasize its quality academic programs, so media staff try to find newsworthy articles that emphasize quality.
Reporters covering higher education might liken DePaul and our competitors to an ice cream shop offering 31 flavors. How do they choose among various stories when their dish is large enough to hold only two scoops? In the news business this concept is known as the news hole, or the allotment of space dedicated to news and feature articles.
Naturally, DePaul has more stories than can be successfully placed in the media. Reporters are quick to remind us their job is not to make DePaul look good, but rather to report what they view as news. The key to reaching common ground is to identify the best DePaul stories from the dozens of possibilities at any given time and match them with the right reporter in the most suitable medium when that reporter is most likely open to a particular topic.
When we identify stories that meet this newsworthiness test, we increase the odds that DePaul’s “scoops” will help fill the daily news hole. Story ideas can be presented exclusively to a single media outlet, turned into news releases that are widely distributed or both.
It is worth noting that when the news media write stories on higher education, they are often trend stories that look at how a particular issue affects numerous schools, communities or institutions. Sometimes reporters are more interested in trend stories than in a story affecting a single school. Contact Media Relations if you would like to discuss an idea for a trend story.
DePaul’s media efforts are an extension of the university’s community service mission. As a faculty member who provides expert commentary, you are helping the public understand the implications of the day's events. In this way, you are utilizing the media to expand your impact beyond classroom walls and campus boundaries.
As a member of DePaul’s faculty you may be called upon by reporters to provide insight, analysis, background or informed reaction to issues that will receive media coverage. Court decisions, government initiatives, political activities and international affairs commonly prompt the need for expert commentary from professors who have the credentials and authoritative point of view reporters seek to add weight to their stories. DePaul already has a number of faculty members who are among the most called upon in their specialty to comment on the news of the day. The Media Relations department continues to expand this network of reliable sources for the media.
Note that the word “expert” is used loosely by the media and should not intimidate you. If you are well-versed in the general area of the inquiry and are able to explain an issue’s significant points to a reporter, you will likely be chosen to be a part of the story. If the interview turns out differently than you expected, perhaps veering off the agreed-upon topic or delving into areas outside your expertise, don’t hesitate to let the reporter know. If the interview does not get back on track, you can terminate it at any point by indicating politely that this topic is not one on which you can comment.
In addition to news experts, reporters tap experts for feature stories and may ask a professor to explain little-known facts, ideas or histories about topics only someone with an intricate knowledge of the field would know.
Are You in DePaul’s Experts Guide?
The single most effective way DePaul makes members of the media aware of our experts is through our award-winning DePaul University Media Guide to the Experts, which is distributed to reporters across the country. The guide also is available in a fully searchable database online at newsroom.depaul.edu. The easiest way to be considered as a potential source by a reporter is to be listed in the guide. More than 500 faculty members are included. Reporters can scan a topic index and reach you directly through the contact information provided.
ProfNet
DePaul subscribes to a public relations service called ProfNet that connects reporters with a wide range of subject-matter experts. Writers from local, national and sometimes international media post queries and ask public relations people to suggest professors and other experts whom they can interview. If you match the request, a Media Relations staff member will contact you to solicit your thoughts on the topic and suggest you as a potential source. ProfNet also hosts a national database of professor profiles submitted by university PR professionals that reporters use to find expert interviews. Like other media avenues, the competition on this service is tremendous, particularly when the request is from a national media outlet. You can improve DePaul’s chances of being selected by responding quickly when Media Relations calls and by providing a sample of the ideas or viewpoint you have on the topic. This lets the reporter know what to expect.
Desk-side Briefings
One way to make yourself better known to reporters who are important in your field is to provide them with a desk-side briefing. These informal meetings with reporters—sometimes done at their desks, though more likely done in a public place like a coffee shop—typically provide them with background or general information on one’s area of expertise. They also can help you develop a rapport with reporters. You should not request or expect such meetings to result in a reporter offering to write a story. Although these meetings are informal in nature, everything you say during them should be considered on the record. If you are interested in setting up a desk-side briefing with a reporter, please contact Media Relations for assistance.
CAPITALIZING ON MEDIA OPPORTUNITIES
If a Reporter Calls You Directly
If you are contacted directly by a reporter about your area of expertise and you feel prepared to answer the questions, please feel free to grant an interview. Be sure to ask the reporter’s name, media affiliation and a phone number or e-mail address in case you want to clarify something later. After the interview, please alert Media Relations so we can track stories that feature DePaul.
If you think some preparation before the interview would be helpful, tell the reporter you need a few moments to collect your thoughts and that you will call back as soon as possible. Ask the reporter what questions will be asked so you can begin formulating answers. Feel free to call Media Relations for assistance. In many cases, we will know something about the reporter and may have useful background information on the publication or program. We can talk you through potential questions in a mock interview and help tailor your responses into quotable statements or sound bites.
The Early Bird Gets the Quote
There are dozens of colleges and universities in Chicago and thousands more across the country. They all want what we want: positive media exposure. So how does a reporter choose among them?
A big part of the answer is that they choose whoever is readily available and responds quickly. Deadlines drive today’s 24-hour news cycle, and reporters always strive to beat their competition. If a reporter is seeking an expert opinion, s/he first identifies which universities specialize in the topic at hand. DePaul is particularly well-known as a source of expertise in business, law, technology, education and the social sciences, among others. Often, reporters will request an expert from several universities and use the first qualified professor who returns their call. Response time is critical.
Location is another important factor in beating the competition, especially for television reports. If a reporter wants general reaction to a news development, s/he might do “man on the street” interviews in a high-traffic area on a nearby campus. Most of Chicago’s major news outlets are located within one or two miles of DePaul’s city campuses, making us a popular place for reporters to visit. Conversely, distance works against getting television crews out for stories at DePaul’s suburban campuses.
As a general rule, the more accessible you are, the greater the likelihood that you will be sought by the media. Building positive relationships with reporters often can produce lasting benefits. Reporters are like elephants, never forgetting who helped them, which makes them more likely to call again.
Deadlines
Journalists work under constant deadline pressure. If a story is set to run in the next day’s edition or on the evening news, the story usually will run regardless of whether you’re available. That’s why it is critical to understand the time constraints a reporter is working under when you are contacted. Deadlines are why reporters often ask you to stop what you are doing and respond to their questions immediately.
Of course, the reporter’s emergency is not your emergency. If you feel you cannot accommodate the request before the reporter’s deadline, please refer the call to Media Relations, which will try to find someone else who can discuss the matter in time.
Television and Internet reporters usually face the most immediate deadlines because of their technical requirements and the constant need to update Web sites. Radio reporters typically want to tape a telephone interview immediately, though guests for certain shows are sometimes invited to the studio. Newspaper reporters working on a story to be printed the next day often have a few more hours in which to research their stories. They usually collect their information by telephone and do not need the visuals required by television.
Increasingly, newspapers are publishing early versions of the stories they are preparing for their print editions on their Web sites, so traditional deadlines are falling to the wayside; immediate deadlines are becoming the norm for most media. Journalists from weekly or monthly publications and feature reporters have the most leeway in their deadlines and often arrange interviews far in advance of their publication or airing date.
The general rule to remember is that a successful interview will include negotiation from both sides and balance the needs of the reporter and the source.
Media Interviews During Non-Business Hours
The more accessible you are, the more likely you are to be sought out by the media. This is especially true during evenings and weekends because breaking news often happens during non-business hours. Also, a slow evening or Sunday afternoon shift might be the only time a reporter has to research a feature or enterprise story. If a reporter can reach you outside of regular working hours, DePaul has a better chance of appearing in the story. But remember, home and/or cell phone numbers are first and foremost your personal domain; they will not be made available to the media without your permission. If you are reached off hours at an inconvenient time, propose a more appropriate time to return the reporter's call or arrange for the reporter to call back.
GUIDELINES FOR MANAGING THE INTERVIEW
Whether you are trying to interest reporters in a prospective story or responding to their inquiries for assistance, there are a number of general rules you should follow that will help you manage the interview process effectively and avoid common pitfalls.
Know Who is Requesting the Interview
Before you agree to a media interview, it is critical that you know who is contacting you and the nature of the media outlet. This may be self-evident in the case of a daily newspaper like the Chicago Tribune. But it can be tricky with lesser-known media outlets—especially in the age of proliferating Web-based publications and cable television programs that may vary dramatically in quality, reputation and viewpoint.
If you are contacted directly by a reporter from a media outlet with which you are not familiar, you should ask them specifically for the full name of the publication or outlet, its phone number, where it is based, and the size and characteristics of its target audience. This information will help you decide if you would like to engage in the interview. Media outlets also are increasingly using freelance writers for stories. If you have questions about a reporter’s credentials or about a media outlet, contact Media Relations for assistance.
Know Your Key Points and Anticipate Questions
Before you enter into an interview with a reporter, it is extremely helpful to think through the key points you want to make in the interview. Consider writing them down beforehand. Similarly, if you anticipate awkward or complex questions arising in an interview, develop potential answers before you get into the interview situation. At the end of an interview, most reporters will offer you the chance to make any points they neglected to touch upon. If they do not, you should interject any point that is critical to your overall perspective.
Be Succinct
Many reporters, especially those in radio and television, need “sound bites” for their stories. Try to state your thoughts in complete, self-contained sentences rather than saying “yes” or “no” to their questions. Be sure to answer their questions completely, but as succinctly as possible. This ensures that your message won’t be lost or misinterpreted. The easier you can make the reporter’s job, the more likely it is that you will become a trusted and valued source.
Be Lively
Reporters are most likely to use colorful, lively quotes. For example, “My research is a treasure hunt that leads me down unexpected paths” vs. “I never know where my research will end up.” Similarly, try to speak in active rather than passive voice: “My students and I polled 100 people” vs. “One hundred people were polled by my students and me.”
Don’t Speculate
Never guess at answers to questions or speculate. You may have followed a trial or an election closely, but predicting the outcome incorrectly could hurt your credibility later. In general, you should avoid answering hypothetical questions.
Don’t Let Reporters Put Words in Your Mouth
Reporters often ask leading questions that you may parrot back unconsciously. For example, a reporter covering a debate may ask, “Isn’t this exciting?” to which the interviewee may say “Yes” or even “Yes, it’s exciting.” The reporter then says “DePaul Professor John Doe called the debate exciting.” But what Professor Doe meant was the protest outside was exciting, or the audience reaction was exciting, or, if he paused to come up with his own word, may have indicated the debate was unusual or an element was unexpected.
Avoid Jargon
Every field has its own world of vocabulary that is very familiar to those who specialize in it. These terms are considered jargon and most people outside the field will not understand their meaning. It is best to avoid using technical terminology when doing interviews with all media other than a journal in your discipline.
“Off the Record”
The term “off the record” means something different to everyone. Comments made under this agreement are not guaranteed to remain confidential. It is best not to say anything to a reporter that you would not want to see in print.
“No Comment”
It is best to refrain from using the phrase “no comment.” It implies you are hiding something or are uncooperative and does not convey the real reason you do not want to or cannot respond. Instead, explain why you would rather not discuss the matter. For instance, say that an answer would violate a student’s right to privacy or that revealing the results of your latest study at this time might jeopardize publication in a professional journal.
Statistics
If you are sharing a number of statistics that illustrate a trend or your research findings with the media as part of an interview, it’s a good idea to e-mail the numbers or tables in addition to discussing them verbally to make sure there are no misunderstandings.
QUICK TIPS FOR SUCCESSFUL INTERVIEWS
Regardless of what type of media outlet you are talking to, there are certain general rules that apply in every situation. Below is a quick checklist to keep in mind:
Tips for Broadcast Interviews
There are additional considerations you should keep in mind when you are being interviewed on digital, video or audio formats for television, radio or the Internet:
Tips for Television
Your appearance is very important. Producers recommend wearing solid, dark, comfortable clothing. Avoid plaids, bold stripes, wild patterns and noisy, distracting jewelry.
Arranging an Interview on Campus
Faculty and staff may invite reporters to their offices to conduct individual interviews regarding their personal areas of expertise and to support their academic efforts, such as classroom visits or public lectures. If you agree to an interview or invite media to your class for educational purposes, please call or e-mail Public Safety on your campus to report the time, date and place of the interview/activity as well as the media outlet and media representative who will be on campus. Please notify Media Relations for tracking purposes and any advice you may need. For media invitations beyond the scope of your academic expertise and activity, please contact Media Relations.
Because DePaul is a private university, the campus is closed to reporters unless the university invites them inside. Public Safety and building managers enforce this by asking all unauthorized media to leave campus immediately. DePaul prohibits unauthorized media from its buildings and, sometimes, its campus property. Under certain circumstances, it allows media to cover events and conduct interviews outside buildings. Reporters always are able to conduct interviews near campus on public property. Conversely, DePaul welcomes media to campus regularly with pre-arranged visits. DePaul’s media procedures are designed to strike the appropriate balance between our educational purposes and our desire to promote DePaul’s people and programs.
Family Educational Rights and Privacy Act (FERPA)
The Family Educational Rights and Privacy Act (FERPA) is a federal law that protects the privacy of students and their education records. The law applies to all schools that receive funds under select programs of the U.S. Department of Education, including DePaul. Under the law, certain information regarding individual students is classified as confidential and should not be discussed with members of the news media. This law also outlines the type of information that can be discussed publicly. This is often characterized as directory information and includes basic facts like a student’s name. For particular provisions of the law, visit the federal government’s Web site at: www.ed.gov/policy/gen/guid/fpco/ferpa/index.html. Please contact the office of the General Counsel or Media Relations before you discuss something that may be covered by FERPA.
Emergencies
Examples of possible on-campus crises include anything that immediately threatens the safety of students, faculty or staff such as fires and violent crimes. Media Relations and Internal Communication coordinate comprehensive informational efforts during major campus emergencies, while individual departments such as Student Affairs or Facility Operations take the lead with certain populations based on their responsibilities. An institution’s failure to respond effectively to a crisis can severely affect that institution’s reputation for years.
If you become aware of an immediate threat on campus, call 911. If you have concerns about campus safety, contact Public Safety. If media visit campus during a crisis or emergency, faculty and staff may not represent themselves as spokespersons for the university. Designated spokespeople will be selected by the executives in conjunction with the Media Relations staff.
For more information about communications procedures in an emergency, visit newsroom.depaul.edu and click on the Emergency Info link on the left navigation bar.
News Conferences vs. Media Availabilities
There are two types of scenarios in which large groups of reporters are invited to ask questions in a group setting—news conferences and media availabilities. News conferences usually are held to make announcements about major new initiatives or programs that are very likely to interest reporters. They usually feature one or more speakers who open the event with prepared statements and explanations of the initiatives they are announcing, then typically allow reporters to ask questions afterward. News conferences at DePaul are rare and usually are used only to make a major announcement that has university-wide implications. Media availabilities are usually arranged when it is likely that there will be a large number of reporters wanting to ask the same questions of the same people. News conferences and media availabilities either can be conducted in person or by teleconference. Both must be coordinated by the Media Relations staff. Faculty and staff may not call a news conference on campus without the approval of their dean or vice president and coordination by Media Relations.
Filming on Campus
In addition to approved news media coverage, DePaul is open to student and faculty film projects that are part of academic courses as well as advertising and promotional projects arranged by university officials for university purposes.
However, our campuses are closed to filming of movies, television shows, commercials and other projects by outside entities except under special circumstances. Exemptions for non-university filming and student or faculty film projects that are intended for use outside the classroom setting and include DePaul’s name, identity or corporate marks must be approved by the associate vice president for Public Relations and the university’s president prior to filming. This approval process is designed to protect DePaul’s image, reputation and corporate marks. Student and faculty film projects that do not use DePaul’s name or identifying marks do not require approval, but do require location coordination with Media Relations, Public Safety and those responsible for the space to be filmed. For more details contact Media Relations.
Infomercials and Advertorials
Please be aware that there are many vendors in the business of producing “sponsored” editorial content for publication or broadcast through paid programming on national media outlets. These marketing opportunities are different from traditional media coverage because they include thousands of dollars in production and airing costs, or require you to share vendor or other university lists that they plan to solicit for advertising. University programs and institutes are particularly targeted for solicitations. DePaul has participated in some advertorials in local and national print publications, but every case should undergo a cost-benefit analysis before a decision is made. If you receive calls from such organizations or are considering such opportunities, call Media Relations or the director of advertising in Enrollment Management and Marketing for guidance.
Media Monitoring
DePaul’s Media Relations department monitors print news media for coverage on DePaul’s people and programs. The most significant news stories featuring DePaul are typically shared with the larger community through the DePaul News link on the University’s home page. Generally, DePaul receives print news clips of stories in which it is mentioned in the general circulation news media. If you have been interviewed by reporters with specialty trade or out-of-town publications, ask the reporter when the article is likely to appear so you can find it online or make arrangements to have a copy of the story sent to you. Please share a copy of the story with Media Relations to ensure that it will be included in summary reports to DePaul’s executives, deans and other administrators.
Media Relations receives summaries of broadcast stories that feature DePaul, but not the stories themselves. Ordering video packages from monitoring services is expensive. If you know in advance about an upcoming story that you would like for your own purposes, recording it is usually the best option. If you want to see or hear the story after it airs, check to see if the station has a Web site and whether the story is archived there.
Please note that posting news articles or broadcast clips directly on the campus Web site or displaying blow-ups of such coverage in public areas may be a copyright violation unless permission is granted by the media outlet. Contact Media Relations for guidance.
GENERATING AN AUDIENCE FOR YOUR CONFERENCE
If you want to generate an audience for an event or conference, free news media is usually of limited benefit. Very few media outlets publish information on academic conferences. Pre-event news coverage is unlikely unless your event is controversial. To target your key audiences, you need to engage in focused marketing efforts.
Direct Marketing for Your Event
Effective marketing tactics require advance planning. Once you have identified the target audience for your event, your marketing plan should include a variety of ways to reach it. Good examples are paid advertising in publications or on Web sites that reach this audience; brochures sent using purchased membership lists from organizations to which your audience may belong; and outreach to colleagues at other universities and external organizations that may be in touch with your target audience.
If you want to guarantee that the public knows about your program, you should use advertising, also called paid media. Advertising ensures that your information will be published or aired in the space you purchase on the date you specify in the format you provide and does not have to be deemed newsworthy by an editor. There are many types of advertising and marketing tactics—direct mail, flyers, e-mail, brochures—all of which can be used in tandem to create an effective awareness campaign for your event. Please be aware that you often need to plan and place your advertisements well in advance of your event to make media deadlines. DePaul’s advertising director can offer advice on advertising.
If you are targeting a DePaul audience:
The most effective marketing campaign will start weeks or months before your event and employ multiple methods of communication. To find out which methods work best for your audience, add a question to your post-event survey or during opening remarks ask for a show of hands to indicate how attendees learned of your event.
If your event may generate news that is of interest to the general public, contact the Media Relations staff, which will use its news judgment to determine whether issuing a media advisory to alert reporters is appropriate. Note that reporters have limited time and are not able to attend entire conferences. If the program is of interest, they are most likely to attend a keynote address or a discussion by an out-of-town guest to whom they otherwise may not have access. Traditionally, conferences do not draw many, if any, reporters. However, reporters welcome follow-up materials, such as new research presented or a summary of key points or decisions made at the conference.
Since most conferences are geared toward academics, reporters are largely skeptical that there will be much of value to their general interest readers. It is up to each individual conference planner to demonstrate that there will be and deliver on it if promised.
Inviting the Media
DePaul’s Media Relations specialists alert reporters regularly to events happening on campus that they may find newsworthy. These efforts represent an invitation to the media to cover an event or story opportunity, but do not guarantee that a reporter will attend.
If media are invited to your event, be aware that the following provisions are implicit in your invitation:
If any of these conditions are problematic, you should reconsider whether issuing a general news release is the appropriate strategy and consult with Media Relations about other options.