Answering Media Queries

On a typical day, the office may receive 5 to 10 calls from reporters. Sometimes they will call in search of an expert to deal with a particular topic. This may involve "localizing" a national or international story. For example, when the bombing occurred in Oklahoma City, we were asked to identify an expert on terrorism. During every election, reporters call on us to identify someone who can analyze voting trends. These are just two examples of how the media rely on our knowledge and expertise at ETSU. TIP: Keep abreast of the news yourself, and if you see a story that you can bring a local perspective to, give us a call.

Most often, those daily media calls deal directly with something that is going on at the university. Our job is to respond to the reporter quickly and identify the very best person we have on campus to deal with the subject. Sometimes a representative from University Relations will address the questions. Other times, we call on faculty, staff, or students to help out. It all depends on the subject.

QUESTION: What happens when a reporter calls you directly? The number one rule is: don't avoid the reporter. Take the phone call. TIP: If there is something "brewing" in your office or department--that is, a potentially negative, sensitive, or damaging story -- don't wait on a reporter's inquiry to inform the Office of University Relations. If you think something of this nature has the potential of hitting the media, let us know ahead of time so we can develop a strategy for responding to the media.

     Chances are, when you get a call from a reporter, it is going to be a positive encounter. But in the cases when it isn't, informing our office is vital.
     Here's what you should do. Take the call. Find out what the reporter wants. Don't say anything quotable. Then let the reporter know that you need to check some things and that someone will be getting back to him or her as soon as possible. Then call the Director of University Relations immediately. We will assess the situation and plan out a strategy to handle it -- being responsive to the reporter yet protecting the interests of the university and its people.
     This is far better than saying, "I'm sorry. I'm going to have to refer you to University Relations." That comment raises an immediate red flag. Perhaps University Relations will end up responding to the call. But then again, we may decide that you should be the spokesperson. Referring the call to University Relations without even talking to the reporter makes it seem that you are hiding.
     Let's come back to the issue of openness. It is not necessary to "clear" every contact you have with a reporter through University Relations. If you are the Director of Career Development, for example, and a reporter calls you to discuss job prospects for this year's graduating class, by all means go ahead and respond. This is in the normal course of your business. There is no real sensitivity or risk involved. Simply inform the University Relations office that you will do or have done the interview so we can watch for the results. This is especially important if you do an interview with a media outlet that is outside the immediate region. We can then look for the clipping, or in the case of broadcast media, attempt to get a tape of the program. We monitor Tri-Cities Tennessee/Virginia radio and television stations as much as possible, and we subscribe to the following newspapers: Johnson City Press, Johnson City Star, Kingsport Times-News, Bristol Herald Courier, Elizabethton Star, Morristown Citizen-Tribune, Rogersville Review, Jonesborough Herald & Tribune, Greeneville Sun, Knoxville News-Sentinel, Nashville Tennessean, and Nashville Banner. Student workers and staff in the Office of University Relations read all these papers and mark and clip any ETSU references.
     It is also not necessary for faculty to clear ahead of time interviews that deal with their areas of professional expertise, unless they are uncomfortable about a particular issue. In that case, call us and let's talk about it. Otherwise, go ahead and do the interview.

ADVICE: If you are making a decision that has possible public relations implications, don't make the decision and then tell University Relations. Involve us in an advisory capacity BEFORE the decision is made. Too often, we are called upon to perform a "cleanup" role once a bad decision or policy has already been made and the media have learned of it. Involving the office early can frequently prevent much heartache on your part later. We can help you anticipate public reaction to a particular issue. And let's face it: public opinion is very important to us because the very existence of the university depends on public support.

Preparing For the Inevitable Crisis

General Guidelines

1. Don't be deflected from your present, ongoing work. People are overwhelmed with information. Often the penetration or awareness of a story is much less than you think.
2. Don't let your critics run the school.
3. Don't try the case in the media. The media love a fight, a confrontation. Don't fuel one.
4. Rarely, if ever, rebut. Studies show that on the first day of coverage, only about five percent of the public is aware of the subject. If you rebut, that percentage increases.
5. Don't run from a negative story.
6. Never say "no comment."
7. Dress conservatively and professionally for TV interviews. NEVER wear sunglasses or dangly or distracting jewelry.
8. Learn to say what you need to say in 20-30 seconds for broadcast interviews.
9. Know when to SHUT UP. Studies show that people can only stand about six seconds of silence. Reporters know this. Some will wait you out until you say something, which may be information you didn't intend to provide.
10. Set the ground rules before beginning an interview. For example, the university has a policy not to comment publicly on personnel issues. Make sure the reporter knows that ahead of time to save you a potentially embarrassing or difficult moment during the interview. If the issue is a complex one, it never hurts to explain it thoroughly before beginning a radio or TV interview -- that is, before the tape rolls. When you are being interviewed by a newspaper reporter, however, assume everything you say can be used in the story.

REMEMBER: Bad news is read and remembered 7-1 over good.

ADVICE: Be careful in going "off the record." You must trust the reporter implicitly in order to do so, and the reporter must acknowledge your request verbally, granting permission to go "off the record." If the reporter does not clearly say it's okay, you're still on the record. On rare occasions, it may be advisable to go "off the record" if it seems that the reporter needs some background about a sensitive story -- that is, if the story has implications and nuances that the reporter may not be aware of. When in doubt, don't go "off the record."

A RULE: If a crisis is occurring in your area, or even if you anticipate one, contact University Relations so that we can formulate a strategy on how to handle it. If the crisis involves a threat to life or property, contact the Department of Public Safety at 439-4480.