Media Guide

Introduction

Tips and guidelines for working effectively with the media to communicate your message.

Reaching out to the media:

Before you decided to contact the media proactively, ask yourself if what you have to say meets at least one of the following criteria that reporters seek:

Is it timely? Does it relate to a current event, trend or news story?

• Does the information have an impact on people’s lives?
• What is the scope of that impact?
• Is the information relevant to the audience of the media outlets you are contact?
• Is there an element of conflict or an unusual twist that makes the story interesting?
• Can it be told in a succinct and understandable way?
  

When responding to a media request, ask the following questions:

• What do they want to ask you?
• Have they contacted University Communications (206-296-2555)?
• Are they looking for a sound bite or a lengthier interview?
• What is their deadline?
• To whom else are they speaking?
• How much does the reporter know about the issue?
  
  If you are not familiar with the publication or station, ask questions about the audience. Time permitting, look them up on the Internet.
  

Delivery:

• Keep it simple.
• Speak with energy and confidence.
• Outline your points.
• Try to relate your answers to the human condition.
• Use descriptive words.
• When you’ve finished making your point, stop talking.
  

Special tips for broadcast media:

• Be succinct (think 15-second sound bites)
• Be animated (your voice and face but not your hands and body)
• Talk directly to the reporter, never to the camera.
• To strike the right tone, imagine you’re talking to an interested but uninformed friend.
• If you aren’t happy with a taped answer, ask to do it again.
• On TV, avoid white shirts without a jacket, or anything with loud patterns.
• Look comfortable and professional in both body language and dress.

Guidelines for working with successfully with the media:

• Be sensitive to deadlines.
• Always return calls – even if you are not going to do the interview.
• Never bluff. If you don’t know the answer, say so.
• Never lie.
• Do not criticize companies or individuals.
• Do not provide endorsements.
• Assume everything you say may be quoted.
• When you’ve answered the questions, stop talking.
• Avoid getting too relaxed and chatty with a reporter – you may be lulled into making a statement you will regret.
• Speak to your area of expertise.
  
  By providing thoughtful analysis of a story or trend in the news, you help raise the profile and strengthen the reputation of Seattle University.
  
  Give yourself time to prepare your key messages – the main points you want to convey to your audience.

KEY MESSAGES are:

• Concise
• Factual
• Essential to the issue
• Easily worked into a variety of answers
  

Contact University Communications at (206) 296-2555 for guidance on:

• Message development
• Interview coaching
• Best reporters to contact
• Best medium
• Op-ed potential
  
  
  Under the pressure of an interview, it’s easy to get lost in details and fail to clearly communicate your main points. By preparing, practicing and delivering your key messages you avoid the pitfalls of “winging” an interview.
  

Seattle University
Marketing and University Communications Department
(206) 296-2555