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Saint
Mary’s College benefits from a strong, credible relationship with
the news media. Credibility
is built by consistently delivering useful, accurate information in a
timely, straightforward manner.
Below
is helpful information on:
Policies for addressing the media:
Guidelines for responding to
the media, requests for interviews, comments, etc.
Defining
newsworthy: What reporters look for in a story
How
to submit a story suggestion
Do
you need a photographer?
Request
a photographer on-line
Editorial
Style Guide - coming soon
Questions?
Contact Melanie McDonald, Director of Public Relations at: mmcdonal@saintmarys.edu,
extension 4579.
Policies for Addressing the Media
The
following are some tips on responding to members of the news media when
they call:
• If you’re asked to address issues or answer
questions specific to your discipline/area(s) of expertise,
please respond. There is no need to direct reporters to the Public Relations
Department under those circumstances. Please contact us after
the interview to let us know it occurred.
• "Official" College responses come directly
from the Public Relations Department or a member of the Administrative
Council.
• Do not say "no comment." If you can't/don’t
want to answer a question, explain why. If you don’t know an answer,
offer to get the information and call them back. If you are uncertain
about what to do, contact Public Relations.
• Do not make comments "off the record."
Assume that whatever you say could appear in print or broadcast on television/radio.
Questions should be answered as fully and openly as possible.
• Offer succinct comments for broadcast interviews.
Ten to 15 seconds is preferable.
• Journalists work on tight deadlines. They might
call at 2:00 to request an interview immediately or within an hour or
two. If at all possible, please accommodate their request. If you cannot
give them the information/interview they need quickly, please direct
them to the Public Relations Department and call Public Relations immediately
with their request.
• Do not ask to see a story before it is printed or aired.
That is viewed as censorship by reporters and will create media relations
problems.
Defining newsworthy: What reporters look for in a
story.
The
work you do is important to so many people: students, colleagues, supervisors,
alumnae, academics, donors and others. So how do you determine whether
that paper you presented at a national conference or the event you’re
organizing on campus is newsworthy, or likely to interest the media
and the general public?
What’s"
newsworthy" is not an exact science, but certain criteria must
be met before a story will get more than a glance from a journalist.
The
subject has a better chance* at coverage if it is:
•
Timely
• A local story
• Part of a trend (local, regional or national)
• A matter of public interest (affects/involves a large number
of people)
• A human interest story
*There are never any guarantees that a news release or story idea submitted
to a reporter will gain coverage. Many circumstances can cause a perfectly
good story to be buried. Time and space constraints, breaking news,
insufficient newsroom staffing and everyday editorial decisions impact
placement.
How to submit a story suggestion
If
your story idea meets the criteria for newsworthiness outlined in "Defining
newsworthy?" then please e-mail
the following information:
• Your name
• Your title
• Your e-mail address and phone number
• Your story suggestion (please be specific with dates and times,
and offer a thorough description of why this is newsworthy)
Note:
Please indicate "Story Suggestion" in the subject line of
your e-mail.
You
will receive an acknowledgement within 24 hours. If you are submitting
information about an event, give Public Relations at least four weeks
advance notice.
Does your story require a photographer?
Since
the College does not have a staff photographer, and since we have a limited
photography budget, we do not automatically cover every event on campus.
If you would like a photographer at your event, MarCom will schedule one
and bill your department in the same way we process invoices for other
external vendors. Simply click the link below and let us know more about
what you need.
Questions?
Contact Melanie McDonald, Director of Public Relations at: mmcdonal@saintmarys.edu,
extension 4579.
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