Say Yes to the Press: Promoting Your Projects

Office of Media & Public Relations March 5, 2015 1

Say Yes to the Press: Promoting Your Projects

Groundbreaking research, high-end awards, collaborations on and off campus, off beat studies – any number of activities and achievements have the potential to capture the attention of media.

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In “Say Yes to the Press,” Rowan Media & Public Relations Assistant Director Patricia Quigley will present on the fundamentals of working with journalists. Quigley is an award-winning journalist and PR practitioner who loves to help people tell their stories and who has been published locally, regionally, nationally and internationally.

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What is News? From Fair Test

Experts agree that defining news can be a difficult task. Most journalists agree that the following eight elements make up what is considered "news." • •

Immediacy:

Reporting something that has just happened or is about to happen. Time is a strong ingredient, "today, yesterday, early this morning, tomorrow." The newness of the occurrence makes up "immediacy" in the news.

Proximity:

Facts and occurrences that are important to you personally; inflation, health care, education, the closing of a fire station close to your home. Such a closure is less important when it occurs across town. The question most asked by journalists is: "If this happened outside my immediate area, my city, my state, would I be interested in reading about it?" Keeping this question in mind is particularly important to the organizational PR person. You must "take off the I love this organization hat" and examine your story to see if indeed it would interest other readers.

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What is News? From Fair Test

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Prominence:

Prominence as a news element is well-known to most of us. The public figure, holders of public office, people of renown or those who stimulate our curiosity, people in positions of influence all enjoy news prominence. For your visitor or speaker to qualify for news prominence, he or she must be well enough known to command the attention of readers either by reputation or by the nature of the topic to be discussed.

Oddity:

Oddity is often news. The bizarre, the unusual, the unexpected often make news. Generally those people who perform striking feats in emergency situations are news, such as a woman lifting an automobile off her child, traveling around the world in a sailboat, unusual recycling methods, use of materials in a different way. In journalism, oddity is defined as the "man bites dog" formula. Consider the reported rabbit attack on President Carter. That certainly made the "news." 4

What is News? From Fair Test

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Conflict:

Conflict is one element most observed in today‘s news, with the clash of ideologies making headlines worldwide. Although most businesses and organizations shy away from the reporting of conflict, it is understandable that this element is firmly based in the news formula.

Suspense:

Suspense creates and expands news appeal. The outcome of hostages is suspenseful news. For the most part, organizations would rarely experience this type of circumstance. It is helpful to remember that news suspense is not the same as mystery suspense. However, mystery suspense in news does occur when a crime has been committed and the search is on for a suspect.

Emotions

Emotions are a news element commonly called "human interest" stories that stir our recognition of the basic needs both psychological and physical. Stories that prompt the reader toward sympathy, anger or other emotions in all their variety are commonly handled in feature-type stories. Organizations should be alert to the possibilities of "human interest" stories.

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What is News? From Fair Test

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Consequence

The last element of news, consequence, is more difficult to explain, but generally for a story to have consequence it must be important to a great number of readers. It must have some impact for the reader. Such news will affect him or her in some personal way, such as the safety of the city's drinking water and the impact of dumping toxic wastes into an aquifer and its consequence now and in the future. Thus it becomes an important news story.

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What is News, Rowan Style?

• So what’s news at Rowan University? First you need to know this: there is no guarantee. The most exciting story, the best science, the warmest human interest piece – none of them comes with an ironclad guarantee of coverage.

• The state of media today is in flux.

That said, here are some things that have worked in the past: 

Be first

 Think: inventions, patents, cutting-edge research. Do you have a one-of-a-kind piece of lab equipment? Did you just get a discovery published? Are you flying to Mars?

 

Or biggest

 You get it. Superlatives may be news.

Or best

   Awards are good! Awards from prestigious organizations are even better.

Show me the money

 Money does indeed talk. If you receive a major grant, you have story potential.

Play well with others

 Collaborations with well-known institutions are a plus. So is outreach — local, international, it’s all good. 7

The Ropes at Rowan

• • • • Refer media calls to Office of Media & Public Relations (contacts follow).

You do not have field calls/interviews immediately.

You do not HAVE to do interviews.

Your college’s PR person will be happy to sit in on an interview with you.

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Here’s why you should do interviews

• • Attention for you, your students, your research, your classes, your department, Rowan.

Means to inform students/families, potential students/families, officials, funders, peers, others.

• • Keep in mind: If the story is about your work, research, award, project, collaboration, odds are it will not lead to a confrontational interview.

Anything and everything that may be considered a crisis should be referred to Dr. Joe Cardona, VP for University Relations.

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The Office of Media & Public Relations

WHAT DOES THIS OFFICE DO? Media relations, news conferences, Family & Neighbors newsletters, Campus News section of Rowan Today, the RUndown, production of several colleges’ newsletters and annual reports in conjunction with freelancers, special events and MORE . . .

Dr. Joe Cardona

Vice President for University Relations (856) 256-4236 [email protected]

University spokesman, handles crisis management and strategic planning, among other responsibilities

Lynne Musick

Secretary/Assistant (856) 256-4240 [email protected]

Aside from her own responsibilities, she is POC when you can’t reach other staff

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The Office of Media & Public Relations

Patricia Quigley

Assistant Director of Media & Public Relations [email protected]

(856) 256-4241

Henry M. Rowan College of Engineering, College of Science & Mathematics, South Jersey Technology Park, Research

Barbara Baals

Assistant Director of Media & Public Relations (856) 256-4583 [email protected]

William G. Rohrer College of Business, Colleges of Education and Humanities & Social Sciences

Dennis Dougherty

Coordinator of Public Relations

College of Performing Arts

[email protected]

(856) 256-4537 11

The Office of Media & Public Relations

Rosie Braude

Assistant Director (856) 256-5439 [email protected]

The RUndown, Neighbors and Family newsletters; video campaigns; events, including Commencement

Steve Levine

Writer/Editorial Specialist (856) 256-5443 [email protected]

College of Communication & Creative Arts and the Camden Campus

Jerry Carey

Media Services Director [email protected]

Rowan University School of Osteopathic Medicine

(856) 566-6171 12

Interviews

• • • Print Radio TV 13

Reporters

• Not the enemy . . .usually

• Job to do • Cooperative relationships • Facilitating ongoing relationships 14

Some tips: the interview

• Do a mock interview with the Media & PR people if you are a novice.

• Familiarize yourself with the journalist before the interview. What does he/she cover? How does he/she write/report? What is his/her reputation? What is his/her outlet known for?

• Be well versed on your topic/do your homework.

• The worst subjects: those who respond with one word and those who ramble on and on and on. Don’t be them.

• Select up to three key points. Return to them multiple times. Rephrase the points in different ways if you desire.

• Establish rapport (good reporters work at that as well).

• Do not let your guard down, however.

• Speak English, so to speak. Especially if you are discussing a highly technical topic, make sure what you are saying is understandable by a lay audience – your accountant, your trash collector, your kid’s kindergarten teacher.

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Some tips: the interview

• Steer the interview but do not dominate it. Return to your key points. If the reporter does not ask what you believe are relevant questions, offer the information anyway.

• Do not jump into dead air. It’s a reporter’s tool – people do not naturally like silence and try to fill it. Don’t. Be patient.

• Do not ask to see an article before it runs. Legitimate outlets do not allow this. But feel free to repeat a quote/statement then and there.

• If the interview is in your office/home/etc., feel free to offer water, coffee, tea. Do not offer anything of perceived value, including gifts.

• You can supply a copy of a book you have written and items of that nature that will assist the reporter in writing his/her article. 16

Some tips: appearance

• Dress comfortably but professionally.

• Expect photos or video may be shot.

• Do not get your hair cut or colored the day before.

• Do not wear large jewelry.

• Do not wear clothes with movement, i.e., ties with thin stripes.

• Do not wear tops that are all black or all white. Medium tones work best on camera, say a light or mid-blue, rose, peach/coral.

• For that matter, do not wear anything that will embarrass you or your employer. Think how you would dress for a job interview.

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But I’m not THE expert

• Professors often hesitate to respond to a reporter’s request because they fear they are not qualified enough.

• Sometimes it will be enough that you are an HR generalist, for example, even if the reporter is working on a piece on hiring concerns in the pharmaceutical industry.

• However, if he/she is writing on a bridge collapse, a chemical engineer cannot fill in for a civil engineer. • Be upfront with the journalist. “This is my background. I can speak in these terms. If I can help you, I am happy to, but . . .” 18

One word about going off the record

• Don’t • OK, some added words: if you have a track record with and trust someone, it’s OK.

• If you do not, assume everything you say (even if you ask it to be off the record) could find its way into print, etc.

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And one word about “no comment”

• Don’t • OK, some added words here, too: “no comment” sounds like you are hiding something, or worse – guilty.

• If you don’t want to address something then, you can say you will get back to the reporter (and do after you have researched the topic or gathered your thoughts).

• If it’s a verboten topic, steer the reporter to your main points. Or to an official spokesperson.

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If you walk away with only one thing, make it this:

NEVER LIE TO A REPORTER. EVER.

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A plug

• We can use your help in building media lists. If you have a “dream” publication you would like to see Rowan people or programs appear in, please contact the PR person assigned to your ollege.

• Rowan professors and students have appeared in everything from Reader’s Digest to the Jerusalem Post and on 20/20 to CNN.

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What others suggest

• Infographic: A Quick Guide to Handling Media Interviews • http://www.harveyleach.co.uk/media-training-blog/infographic-a quick-guide-to-handling-media-interviews/ • Public Relations Tips: How to Prepare for a News Interview • http://publicrelationsblogger.com/2007/12/public-relations-tips-how to-prepare.html

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What others suggest

• Five Ways to Avoid Being Misquoted by Reporters • http://www.mrmediatraining.com/2010/11/02/5-ways-to-avoid being-misquoted-by-reporters/ • 10 Tips for Successful Sound Bites • http://www.burrellesluce.com/newsletter/2010/july_2010 (Check out #3 – #8 in particular) 24