University of South Carolina Aiken Press Policy
The purpose of this statement is to set forth the University’s policy for working with the news media. In
this regard, it is important to remember that USC Aiken is a state-supported institution and that the news
media and the public have a direct interest in what occurs on this campus. Briefly stated, our Press Policy
is based on three principles:
1. The general free flow of information in accord with the public’s right to know, the University’s
best interests, and the responsibilities of the news media.
2. Honesty.
3. A spirit of cooperation in supplying information to which the news media have a just and
reasonable claim.
It is important to keep in mind that the news media, including newspapers, radio and TV, provide an
important communication channel to the citizens served by the University. Public understanding and
support of the University’s programs can be enhanced through the maintenance of good relations with the
press.
I.
What To Do When Members of the News Media Call
1. Most reporters prefer to talk with the most knowledgeable and direct source of information in a
particular story. Therefore, the administrator or staff officer receiving an inquiry from the news
media should feel free to respond directly if the request pertains to a matter for which he or she
has direct responsibility. In taking such a call, the administrator or staff officer should first get the
reporter’s name and the news media organization that he or she represents. Then the individual
should answer the reporter’s questions as fully and openly as possible. If the individual doesn’t
know the answer, he or she should offer to obtain the information and to call back promptly.
After answering a call from the news media, the administrator or staff officer should call the
Office of External Affairs and let personnel there know about the nature of the aforementioned
call. Oftentimes, this office can then provide helpful, supplementary information to the reporter
who called.
2. However, in the event of a crisis or controversy, it is necessary to contact the Director of
Marketing and Community Relations or Vice Chancellor for University Advancement before
releasing information to the news media. (See Item II below.)
3. If the administrator or staff officer is uncertain as to how much information should be provided,
then the call should be referred to the Assistant Chancellor for External
Affairs.
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4. When a member of the news media calls for a USC Aiken administrator or staff officer
and he or she is not in, the person taking the call should get the reporter’s name, news
organization and phone number, and then give the reporter some idea concerning when the person
being sought will be available to return his or her call. If that is not satisfactory to the reporter, it
is best to refer the caller to the Office of Marketing and Community Relations for further
assistance.
5. If a member of the news media should call and request a copy of some internal USC Aiken
document that has not yet been released to the press, before acting on this request please call the
Director of Marketing and Community Relations or Vice Chancellor for University Advancement
and discuss this matter with him/her.
6. Should a question arise calling for an interpretation of the South Carolina Open Meetings Law,
please contact the Vice Chancellor for University Advancement.
7. For other tips in responding to calls from the news media, see Appendix A attached to this policy.
II.
Steps To Take When There Is a Crisis or Controversy
Most educational institutions occasionally will encounter varying degrees of a crisis or controversy. In
such instances, the news media often will take a particularly keen interest in what transpires. Therefore, it
is important to plan ahead for such occurrences.
The Vice Chancellor for University Advancement is responsible for coordinating all external
communication on campus. If the crisis or controversy is of a major nature, the University’s Crisis
Communication Plan will be implemented. Otherwise, the Press Policy guidelines ---which are consistent
with the Crisis Communication Plan --- will apply. The procedures are as follows:
1. In the event of a major development in the area of public safety, the Director of University
Police will notify the on-call Monday Group member as soon as possible who will then
contact the Vice Chancellor for University Advancement or Director of Marketing and
Community Relations, even when the incident occurs after normal work hours. In like
manner, when other crisis or controversies develop that may be of interest to the news media,
it will be the responsibility of the USC Aiken department head most directly involved to
notify the Vice Chancellor for University Advancement or Director of Marketing and
Community Relations at the earliest feasible point.
2. In coordinating the release of such information to the news media, it is understood that the
Vice Chancellor for University Advancement shall fulfill such responsibilities through close
consultation with appropriate University officials and with those most directly involved in
any particular crisis or controversy.
3. In the event of a crisis or controversy, it is necessary that individual University officials
coordinate with the Vice Chancellor for University Advancement or Director of Marketing
and Community Relations before releasing information regarding such matters to the news
media.
4. In such cases, the first order of business is to gather essential facts. In most serious crises or
controversies, this will be the responsibility of the Emergency Action Team through
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consultation with the Office of University Police and others who have relevant information.
Otherwise, this will be the responsibility of the Vice Chancellor for University Advancement
or Director of Marketing and Community Relations. Thereafter, the Vice Chancellor for
University Advancement or Director of Marketing and Community Relations will prepare or
assist in the preparation of a summary or a fact sheet on the crisis or controversy.
5. Through consultation with others, the Vice Chancellor for University Advancement or
Director of Marketing and Community Relations will determine the best method to release
the necessary information to the news media. If needed, a University spokesperson will be
elected. This person will be advised, as needed, by the Vice Chancellor for University
Advancement or Director of Marketing and Community Relations. If the issue involved is of
special importance and has University wide implications, the official spokesperson will be the
Chancellor. In other instances, it will be a USC Aiken official who has major program
responsibility in the area involved.
6. In such instances, it will be necessary for those University officials involved to give their full
cooperation, including participation in a press briefing, as the need arises.
7. The purpose of the steps under this section is to ensure that the University provides factual
information in a consistent fashion. Without such careful coordination in these
circumstances, inaccurate, contradictory or conflicting information can sometimes be released
to the news media.
III. _
Conclusion
It should be understood that the information released under this policy will be in full compliance with
both the Family Educational Rights and Privacy Act, otherwise known as the Buckley Amendment, and
applicable General Statutes. With that in mind, this policy may be limited in some individual instances to
protect the rights of students, faculty, or other University employees. This policy may be limited also in
other instances by legalities, expressed matters of confidentiality or other unforeseen circumstances.
However, the intent of the policy is to provide information to which the news media have a just and
reasonable claim, and to do so in a cooperative, coordinated fashion.
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APPENDIX A
FIFTEEN GENERAL TIPS TO REMEMBER IN TALKING WITH THE NEWS MEDIA
1. When a reporter calls, try to return the call as soon as possible.
2. Before the interview, prepare your message with three to five key points.
3. During the interview, state important facts first.
4. Always tell the truth. Don’t lie, don’t guess at the facts, and don’t exaggerate.
5. If you cannot answer the question, explain the reason. If you don’t know the answer, offer to
obtain the information and call the reporter back promptly.
6. Avoid saying “no comment” in answer to a reporter’s question. “No comment” gives a reporter
the wrong signal and looks terrible in print.
7. If you are uncertain how you wish to answer a particular question, tell the reporter you need to
obtain more information. Then call the Office of External Affairs for advice. We will be glad to
assist you.
8. Do not make “off the record” comments. Even though you may feel comfortable with a reporter
during an interview, you should not make your comments and then say … “but don’t print that.”
That puts the reporter in an awkward position after you have freely provided information.
9. During TV interviews, be brief. Make your key points in 15-second “sound bites.”
10. Avoid complex explanations.
11. Don’t ask to preview a reporter’s story. Instead, during the interview do your best to make sure
that the reporter fully understands the subject. And encourage him or her to call back if further
clarification is needed.
12. Remember that the reporter is a conduit to the public. Try to speak through the reporter to the
public.
13. After you have answered a reporter’s question, and he or she looks expectantly to you for
something more, don’t try to fill the lull in the conversation by rambling and diluting your
message.
14. Provide concise information to the reporter.
15. Always maintain a positive attitude in working with the news media.
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