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Media Guide
Our legal obligation
About the University News Service
When a reporter calls...
Preparing for the interview
During the interview
After the interview
After the story
The University News Service is here to help
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In our fast-paced world of instant information,
there is a premium on telling our story completely and accurately.
The citizens of Minnesota, whom we ask for support, need to hear concise messages. Since you are part of the University,
your personal contacts with the media help shape the
images and form the opinions that Minnesotans have about their University.
This media guide exists as a tool as you work with the media. It is one element of our ongoing strategy
to ensure that the public has a comprehensive picture of the University
of Minnesota.
As you use this guide, the University News Service is ready to
assist you in tackling your communication
issues. Planning and consultation often increase the probability of
effective communication.
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OUR
LEGAL OBLIGATION | back to top
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As a land-grant institution, the University is accountable
to the citizens of the state. They have a right to know how their tax
dollars are spent. Most written communications within the University
are in the public domain and must be shared with the public and news
organizations if requested.
However, state and federal laws balance the public's right to
know and the student's or employee's right to privacy.
University News Service works closely with the
Office of the General Counsel to ensure that balance, handling all requests
for information covered under the state Data
Practices Act and applicable
federal laws. |
ABOUT
THE UNIVERSITY NEWS SERVICE | back
to top
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The University of Minnesota is an extraordinary place.
That's why University News Service exists: to search for what
makes the University special, and to tell the world
what we find. That might mean telling your story to the New York Times
or to a Greater
Minnesota weekly newspaper, to CBS News or to a
small radio station on the South Dakota border.
You have the stories. We help you become storytellers.
Our main job is to serve your communication needs.
Whether reporters are at your door because something
wonderful has happened or because of crisis and
controversy, University News Service staff, in cooperation with other
University communicators,
can handle the nuts and bolts—the wheres, whens, and hows of your
interview so you can concentrate on what you want
to say.
If you wish, we can help you shape your message,
prepare you for the interview, and generally advise you on any and
all aspects of your media contact.
Chances are your contacts with the media will be
brief and non-threatening. Reporters routinely
turn to the University for factual information. They also look to University
faculty to add
depth to their stories. It is always wise to ask
how the information you supply will be used in a story, but a brief
telephone conversation
usually takes care of the reporter's needs.
Media contacts become more nerve-wracking when
you are asked to comment at length about your area
of expertise, or during times of controversy when
accountability is the issue. It is
natural to want to duck the tough questions—to hope the issue
and the reporter will go away.
That seldom happens.
So what's the best approach? Assume there will be a story whether
you cooperate or not. Then treat the interview
as an opportunity to stress the benefits of your
work or to set the record straight.
Most reporters are generalists. Even if your area
is their specialty, or “beat,” they're not experts
in your field. Reporters don't try to get things wrong. On the
contrary, their reputations rest on their ability to get the facts straight
and in context. But they don't always probe as deeply as they
might because they're either unprepared or afraid of sounding
unprepared.
You're the expert, but overwhelming a reporter with multiple facts,
figures, and messages practically guarantees a confusing story. The
key to a good interview—and to a balanced story—is focus.
In truth, you have more control over the outcome
than you might think.
And you have rights.
What follows keeps your rights in mind and provides
some rules of thumb to make your interview a positive and rewarding
experience.
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WHEN
A REPORTER CALLS... | back to top
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- Take control; don't answer questions until you're ready.
- Note
the reporter's name, affiliation, and phone number.
- Ask what
the story is about.
- Find out the reporter's deadline.
- Suggest other sources if
appropriate.
- Set ground rules for the interview:
subject area, time, place, duration.
- Pick
an interview site that is convenient and
comfortable for you.
- Always return reporter's calls--even if you're
not the right person to talk on
a particular issue, let them know that and if you can suggest someone else,
or the News Service,
that's great.
- Call University News Service
at (612) 624-5551 for assistance.
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PREPARING
FOR THE INTERVIEW | back to top
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- Regard the interview as an opportunity to make a point and
tell your story.
- Pick one
or two points you want to make.
- Remember your audience is the public, not
the reporter. Don't try to convince the
reporter of your point of view, hoping they'll translate it for the audience.
Speak directly
to the audience, and make your point.
- Decide what you want the public to understand
about the subject.
- Keep your language simple, as though you
were explaining to a neighbor; avoid jargon.
- Prepare, and use, relevant examples and
analogies.
- Make notes for easy reference.
- Prepare a list of probable questions and
short, concise answers and practice them.
- Collect material or use visuals that will
help the reporter understand the story.
- Rehearse with someone you trust.
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DURING THE INTERVIEW | back
to top
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- If a reporter asks you to comment off the record, decline. Assume everything you say in an interview will appear in the story.
- Don't wait for the reporter to ask the "right question";
make your main point early and often.
- Be concise; you can't be quoted out of context if you are clear and concise.
- Listen carefully, and if necessary, clarify the question to ensure you understand.
- If a question contains erroneous information, don't let it slide.
Correct it.
- Don't evade questions; if you don't know the answer, say so.
- Never lie.
- Beware of hypothetical questions; don't be pressured into speculating.
- Depending on the issue, you may decide to tape the interview so you can review your responses at the end and catch any errors prior to them being printed or broadcast. It is your prerogative to audio tape the interview.
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AFTER THE INTERVIEW | back to top
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- Don't ask or expect to approve the story before
it is printed or broadcast.
- If you've promised to get additional information
to the reporter, follow-up within the reporter's
timeline.
- Review
your tape; if you misspoke, call the reporter with corrections
or clarifications.
- Be available for follow up; encourage the
reporter to call back with other questions
or for clarifications.
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AFTER
THE STORY | back to top
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- Ask others what they thought of the story.
- If the story has major errors, don't let anger or embarrassment
rule your response.
- Call the reporter to correct errors in
the story; uncorrected errors get repeated
as fact in follow-up stories.
- If other reporters call you, use the new
contact as an opportunity to correct any
errors or misperceptions.
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THE
UNIVERSITY NEWS SERVICE IS HERE TO HELP | back to top
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- Write news releases
- Contact local and national media
- Schedule and facilitate interviews
- Answer media and public inquiries
- Coordinate
—news conferences
—broadcast coverage
—communication plans
- Provide media training
- Compile and archive newspaper and magazine stories
- Record and
archive television stories
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