Home Communications Department document: PROTOCOL FOR DEALING WITH ALL MEDIA INQUIRIES

Communications Department document: PROTOCOL FOR DEALING WITH ALL MEDIA INQUIRIES

PROTOCOL FOR DEALING WITH ALL MEDIA INQUIRIES
11.06.2012

REMINDER: All media calls are centralized in Communications – when reporters call, they are to be directed to Director of Communications (many of them already know the process, but on occasion there are new reporters, and some may choose to try to circumvent the process.)

Process for working with reporters on stories:

  • Director of Communications will work with Executive VP (EVP) in charge of portfolio of where story is targeted and communicate the nature of the inquiry
  • Together, Director of Communications and respective EVP will work to identify the appropriate content expert – the point person – for the story being pursued
  • Director of Communications will work with the reporter to establish the story angle and gauge the types of questions the reporter is looking for answers to
  • Director of Communications will work with the content expert to ensure accurate and appropriate information is being provided to the reporter and to maintain some control of the story – telling our story the way we want
  • No one is to speak with a reporter without Director of Communications being present or been made previously aware of the meeting/conversation:

o   Director of Communications will alert content expert of the media inquiry and nature of the story, along with possible questions being asked

o   Director of Communications will facilitate interviews as needed – either via phone conference or in person, depending on media type and story deadline, and will be present during the interview(s)

o   If a reporter indicates that they have been directed to you by Director of Communications, and Director of Communications has not communicated with you about this reporter or media story, redirect them to Director of Communications – they obviously got lost along the way and have not followed this established process

General things to keep in mind:

  • The President’s office will be communicated throughout the media inquiry process.
  • Reporters are usually on a deadline – some shorter than others based on the media type – so some inquiries will be more time-sensitive than others…meaning that if Director of Communications calls you with a short window with which to help with a story, it is because that’s the nature of the media
  • The media is our friend so when we are presented with an opportunity to be an “expert” about a higher ed issue, for example, and grab some positive PR, Director of Communications will be pursuing and calling on you, even on short notice
  • While we may not always agree with our media friends about a story angle, we still need to work with them – we need to maintain good relationships and continue strengthening them