Media Relations & News Services
Description Of Services
We provide complete media relations services, including writing and distributing press releases, coordinating media coverage for events and working with staff to prepare for interviews.
Procedure
The team handles the creation and distribution of all press releases. Email the Director of Communications with as much relevant information as possible to request a press release. The writer will either prepare the release with the information submitted or follow up with the requesting staff member for additional information.
Once the release is prepared, it is shared with the University’s Assistant Vice President for Communications & Marketing for grammatical and stylistic edits to align with the University’s brand. It will be shared with the requesting staff member for factual edits only, and then it will be sent back to University Relations for final approval and distribution. Releases are sent to a statewide media contact database, including broadcast, print and digital media outlets. Releases can also be targeted to specific geographic locations to reach identified target audiences.
After the release has been distributed via email, it is placed on the University’s homepage and social media platforms. The requesting staff person is also free to share the final approved release as they see fit, such as program-specific contacts, email listservs, etc.
Timeline
Please notify us of potential media opportunities as early as possible. While the writing and approval process is typically much shorter than projects involving graphic design, there are still multiple steps to completion. Usually, getting a news release written and prepared for distribution takes a couple of days. However, another factor is the timeline for getting information to the media in enough time to maximize publicity.
Ideally, news releases are prepared for distribution two weeks before a scheduled event to allow for ample publicity for event-specific releases like an upcoming Extension workshop. A much longer lead time may be necessary to enhance publicity opportunities for more significant events, like a full-scale conference. Crafting a press release recruiting for an event in less than a week could be ineffective. Ideally, the aim is to have two weeks minimum.
Frequently Asked Questions
What do I do if a reporter asks me about my work?
Suppose a media member directly approaches a staff person for an interview. In that case, you are free to work with the reporter to schedule an interview without prior approval from the Department of AgRE Communications . However, we ask that the Director of Communications be informed that an interview will take place and, if the information is available, where and when that interview will appear; this is requested for media tracking purposes. If you are asked to participate in a media interview and there is enough lead time, we can work with you for a briefing on what to expect during an interview. Often, however, media members operate on an extremely tight deadline and must conduct the interview immediately.
Who gets our news releases?
As stated above, we distribute to a statewide database of media outlets and can also target media outlets in a specific region as needed. For instance, if you’re recruiting for a program open only to Raleigh County residents, we can target Raleigh County media outlets. While we do not share our media database with staff members, if you have a media contact you want to ensure is on the list, please send it to the Director of Communications.
What if I would like to alert the media of an event that has come up at the last minute?
Writing and approving a news release can generally be done internally on short notice. Still, the procedure above is a requirement (i.e., all news releases must be vetted through the University’s AVP of Communications and Marketing). If you have a last-minute request for a news release, contact the Director of Communications to discuss it.
How do we know if our media releases are getting traction?
The University subscribes to a media tracking system that provides daily snapshots of our media activity. We also receive Google Alerts when the media pick up information. That information can be shared with staff members who want to know if their content garners media attention.
Is sending out a press release our only avenue for interacting with the media?
Please think of the press release as the first step; this gives the media a heads-up about the subject matter and helps them determine whether they are willing and interested in covering the topic. It also helps with their scheduling. If we distribute a release about an event happening in the future, it gets put on their calendar of possible stories for the day. While we can’t guarantee a media outlet will bite on a story we’ve pitched, we can follow up after the press release is sent with direct calls or emails to encourage their coverage of a story.
Are news releases only for events that involve recruitment for programs? What else makes a good news release?
Anything could make a good news release, such as new programs or projects, a recent outreach or research impact your work has had, an achievement (like an award or grant) by a staff person or student or a feature profile of your program. If you have an idea but are still determining whether it’s worth pitching to the media as a story, contact the Director of Communications.
What if I aim to invite the news media to an event rather than recruit publicly?
In that case, we would do something other than a news release but a media advisory, which contains much of the same information as a news release but is structured differently so that the media knows it’s not meant for publication. It’s more of an invitation for them to attend.
What if I consent to an interview with the media and am unhappy with the result?
If the reporter has misrepresented the information in a way that harms the subject matter, contact the Director of Communications to discuss methods for asking for a correction or retraction. If the resulting story is factual, but you aren’t happy with how it turned out, it is likely not worth revising. Your best approach is to be prepared on the front end of an interview and present the reporter with the information to the best of your ability. How that reporter presents the information is ultimately up to them and their editors.