Say Yes to the Press: Promoting
Your Projects
Office of Media & Public Relations
March 5, 2015
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Say Yes to the Press:
Promoting Your Projects
Groundbreaking research, high-end awards, collaborations on and off campus, offbeat studies – any number of activities and achievements have the potential to
capture the attention of media.
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."
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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."
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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?
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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.
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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.
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The Ropes at Rowan
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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
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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
cardona@rowan.edu
University spokesman, handles crisis management and strategic planning, among
other responsibilities
Lynne Musick
Secretary/Assistant
(856) 256-4240
musickl@rowan.edu
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
(856) 256-4241
quigley@rowan.edu
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
baals@rowan.edu
William G. Rohrer College of Business, Colleges of Education and Humanities &
Social Sciences
Dennis Dougherty
Coordinator of Public Relations
College of Performing Arts
doughertyde@rowan.edu
(856) 256-4537
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The Office of Media & Public Relations
Rosie Braude
Assistant Director
(856) 256-5439
braude@rowan.edu
The RUndown, Neighbors and Family newsletters; video campaigns; events, including
Commencement
Steve Levine
Writer/Editorial Specialist
(856) 256-5443
levines@rowan.edu
College of Communication & Creative Arts and the Camden Campus
Jerry Carey
Media Services Director
(856) 566-6171
careyge@rowan.edu
Rowan University School of Osteopathic Medicine
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Interviews
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Print
Radio
TV
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Reporters
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Not the enemy . . .usually
Job to do
Cooperative relationships
Facilitating ongoing relationships
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Some tips: the interview
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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.
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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
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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.
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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.
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Some tips: appearance
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Dress comfortably but
professionally.
Expect photos or video may be
shot.
Do not get your hair cut or
colored the day before.
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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
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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 . . .”
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One word about going off the record
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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”
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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
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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
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Infographic: A Quick Guide to Handling Media Interviews
http://www.harveyleach.co.uk/media-training-blog/infographic-aquick-guide-to-handling-media-interviews/
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Public Relations Tips: How to Prepare for a News Interview
http://publicrelationsblogger.com/2007/12/public-relations-tips-howto-prepare.html
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What others suggest
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Five Ways to Avoid Being Misquoted by Reporters
http://www.mrmediatraining.com/2010/11/02/5-ways-to-avoidbeing-misquoted-by-reporters/
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10 Tips for Successful Sound Bites
http://www.burrellesluce.com/newsletter/2010/july_2010
(Check out #3 – #8 in particular)
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