Media relations involves working with various news organizations to help inform the public in a positive, consistent and credible manner of Pacific University's mission.
The primary objective of effective media relations is to establish strong and sustained relationships with reporters, editors and producers in order to:
- Ensure the university is accurately portrayed to the public at large
- Maximize positive public awareness of the university through the news publications and broadcasts
- Spotlight successes by students, faculty, staff, alumni and supporters of the university that impact, or have the potential to impact, external communities, and may be of interest to news organizations. Pacific's deep commitment to civic engagement through community service, research discoveries, and offerings of arts, culture and education fosters these successes.
Keep in mind that news editors have ultimate control over whether stories pitched to them or their reporters are of interest to their respective audiences. Your news has the best chance of being published or covered in if it is considered "newsworthy."
To be newsworthy, your information or story should meet one or more of the following criteria:
- Timeliness: Information that is currently relevant or has some immediate impact on readers
- Novelty: A story that is unusual or unique. The first, the best, the worst, the tallest, the shortest. If something stands out from everything else, it may be newsworthy.
- Consequence: Information about a development that will have a significant impact on some or all of our readers
- Human Interest: A story that reveals something quirky, colorful or otherwise dramatic about the human condition or character
- Prominence: Information or news about a public figure, organization or recognizable person
- Proximity: Information or news that has an effect on people living in the area
If your news meets one of the above criteria, please contact Joe Lang at 503-352-2902 or firstname.lastname@example.org.
Faculty Expert Directory
Do you consider yourself an expert on a specific topic within your field of scholarship?
News reporters are always looking for professionals who can speak with authority or provide in-depth analysis on a relevant topic or breaking news subject. Professors interested in being a source for news media should contact Joe Lang at email@example.com or 503-352-2902 to be added to the university's Faculty Expert Directory.
News Media Interview Tips
While we know you will check with the Director of Media Relations before working with the media, there may be times when you participate in an interview. Here are a few tips:
- Reporters are often on deadline and it’s important to respond promptly to inquiries, preferably by phone, as email boxes are inundated
- If a reporter calls and you are busy or need time to collect your thoughts and research an issue, it’s okay to ask if you can call back in a few minutes, and schedule a time. Be sure to contact the Director of Media Relations before speaking with the media.
- It’s appropriate to ask what the story is about and what type of comments they are looking for. They may have specific questions they want to explore.
- Be concise and avoid long explanations or academic jargon, and use everyday examples whenever possible. Reporters look for colorful, lively quotes.
You can find more information in the article "What to Do When Speaking to the Media" from The Chronicle of Higher Education.