Media Relations Toolkit
Media Relations at Pacific University is here to support faculty, staff and students in connecting with professional media outlets. If you receive a call from a reporter, see journalists on campus, or have an idea for a story to share, please contact us!
Share a Story
Share the Pacific story by helping us spread the word about the great things happening here. We can work with you to issue news releases, media advisories, web posts and more. We are especially interested in sharing stories about research, new and innovative coursework and programs, community engagement and service, awards and recognitions, and student and alumni success.
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 You Are Contacted by Media
Ideally, requests for interviews are directed to the director of media relations, who can work with the journalist and you to coordinate the best time for an interview and can also provide additional context and information to the media.
If, however, you do work directly with a member of the media, please let us know so we can track any coverage.
Tips for Interviews
We are happy to provide media training tips and other assistance for faculty and staff who are interested in working with professional media. In the meantime, 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 later. Contact the director of media relations to coordinate a convenient interview time on your behalf.
- 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.
Promoting Your Event
You’re having an event? That’s great. Marketing & Communications can help you determine the best ways to reach your audience and promote your event.