Media Relations Template

							             MAKING
                            NEWS:
                             The uOttawa
                         Media Relations Guide




Draft of 5/18/2005 2:50:00 PM                    Page 1 of 10
Making News: The uOttawa Media Relations Guide


The media world is a fast-paced, fluid and unforgiving environment. Quick to judge.
Quick to react. Always on deadline. Always looking for the most interesting and
important story.

Journalists, in television, radio and print face hundreds of choices everyday in the form of
breaking news, mail, e-mail, phone calls, company pressure, decreasing resources and
vicious competition. For them – and for their readers and listeners too – the question
“What is news?” is becoming increasingly more difficult to answer with certainty.

Moreover, if you are not a working journalist or a media ‘insider’, the answer can be
virtually impossible to guess and/or influence.

How can we foster a successful relationship with the media that enables the University of
Ottawa to tell its stories of success and innovation and remain an important player in the
mix of everyday news?

The uOttawa Media Relations team is proud of the relationship our institution has with
local, national and international media. You are a part of that relationship. We feel that
together we can continue to build our excellent reputation by working on some of the tips
and guidelines provided here.

                                      Making News

Everybody has a story to tell. An important event. An amazing discovery. A critical
announcement. However, having a great story to tell does not mean you will “make
news,” i.e. get on the 6 o’clock news and the front page of the Globe and Mail.

This is a frustrating reality for anyone who has ever accomplished something they feel is
of great importance only to witness little or no media coverage celebrating the news.
Everyday, assignment editors and producers in newsrooms across the country struggle
with boiling down hundreds of interesting story pitches into sometimes as little as five
stories per newscast. The frustration felt on both sides of the equation is palpable. There
is not enough time, space or resources to tell every story.


Our principles

   •   The uOttawa media team works hard to maximize the exposure our experts and
       researchers get in the media.
   •   That involves two broad types of activity: reactive (responding to media when
       they contact us for expertise) and proactive (taking your news and getting it out to
       the media).

Reacting the right way




Page 2 of 10                                                   Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide

We spend a lot of time on the telephone or our computers taking calls and messages from
journalists. (In fact, we get over 600 requests for comment each year.) Journalists
covering the events of the day need the help of experts like you to help them understand
the issues behind the news and to provide context and insight for them and their audience.

If you don’t already have experience with the media, you may be asking yourself “What
do they need from me? Why do they keep calling back? Why do they want to come to my
office?”

Being “THE” Source

Everyday the University of Ottawa is a leading source for working journalists in Canada
and elsewhere. No matter the story, there is a uOttawa expert available to help make
sense of it. Our institution’s role in the making of daily news is growing. Here is how you
can help make us “THE” source for national media.


Here’s how the process works and how you can fit yourself into it painlessly and
efficiently:

   •   Journalists tend to hold “story meetings” each morning to decide what the
       newscast of the day or the next day’s newspaper will cover and how they will
       cover the stories.
   •   Once the story lineup is selected, then journalists fan out and start working the
       phones.
   •   They may call you directly, thanks to resources like “Experts on Call”, or they
       may call us, in which case we start working the phones and the Internet to track
       experts down.
   •   Make sure you are a part of the uOttawa “Experts on Call” Database. To sign up
       please visit media.uottawa.ca and click on the experts icon. Once you have signed
       up keep your profile updated with the latest information about your field of
       research, awards and special projects. It also helps to indicate work that you have
       done with the national media. The Experts Database is the key point of research
       for journalists looking for sources.
   •   When you get a telephone call from us or from a journalist, the number one rule
       is: PLEASE CALL US BACK! It may sound presumptuous that we ask you to put
       our requests above other items on your to-do list. But we ask you just the same,
       because media work on incredibly demanding deadlines, and even if they don’t
       need to do the interview immediately, knowing that you aren’t the right person for
       the story or that you are simply too busy to do an interview on that day is helpful
       to them, and will be appreciated.
   •   When you get a call from a journalist and you answer it immediately, don’t feel
       compelled to jump right into the interview. You are assisting them in the
       newsmaking process. Take a moment to compose yourself. Ask some questions of
       the journalist before committing to an interview. For example:
       • What’s the story you’re working on?


Page 3 of 10                                                  Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide

       • What’s your angle on the story?
       • Who else are you talking to about this?
       • What do you need from me in terms of time, etc.?
   •   If you’ve got a concern that you may have a conflict of interest that would prevent
       you from speaking about the subject (for example, if you do consulting work for
       Springfield Nuclear Power and you’re asked for an interview by a journalist who
       isn’t aware of your ties to the company), be open. Journalists will appreciate your
       honesty and be more likely to come back to you.
   •   Once you’ve decided that you wish to cooperate with the journalist, take a few
       moments before being interviewed to think about the story and what you have to
       say about it. You may wish to write down a couple of key messages to remind
       you of the main points.
   •   Be polite, and speak universally. Journalists appreciate sources who can explain
       complicated issues simply. Remember the media and the public do not live and
       breathe your expertise and it is impossible for them to understand minutia and
       technical jargon. Unfortunately, there’s no good equivalent to the French term
       vulgariser – but being able to take complicated terms and concepts and break
       them down for discussion in non-academic language is a virtue, not a vice.
   •   Be flexible, and be ready to be dropped. Journalists build lists of dependable
       sources they can use in breaking news situations. To get on the list they need to
       know they can count on you and that you understand their business. For example,
       television interviews are often planned and dropped in the same hour; an entire
       news agenda can turn in seconds. These decisions are not personal and
       unfortunately happen often.



Interviews

   •   Being interviewed is a basic part of doing media relations. While news releases
       can get the attention of journalists, they will want to speak with you. Offering up
       written statements or similar tools are far less attractive than a telephone or in-
       person interview.
   •   In the vast majority of cases, you will be in a non-hostile environment. Journalists
       will have questions that are in your area of expertise. While fears of being
       ‘ambushed’, misquoted, or manipulated are natural, most of the time you
       shouldn’t have to worry.
   •   Look upon the interview as an opportunity, not a chore – a way to educate both
       the journalist and the public. Some researchers have even found doing media
       interviews stimulates them to think of new ways to describe or discuss their
       research.
   •   If you ask some questions of the journalist who requests an interview as we
       recommend, you’ll have a fairly good idea of what questions you’re likely to be
       asked. So prepare yourself beforehand. Think about the ONE message you’d like
       a journalist to walk away from the interview with and find ways to deliver that
       message.


Page 4 of 10                                                  Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide

   •   Don’t be afraid to say that you don’t know the answer to a question. Even though
       you are an “expert”, you can’t know everything. So if you’re asked a question you
       can’t answer, simply say so.
   •   Control the pace of the interview. If you answer, a question to your satisfaction,
       then stop. Don’t let a silence compel you to jump into the gap -- some
       interviewers will attempt to keep you speaking by waiting for you to respond. The
       journalist will ask a new question quickly enough.


Here are some tips that apply to specific types of interviews and media:

Telephone interviews:
   • If you’re doing a telephone interview, close your office door or go to a quiet
      meeting room where you won’t be interrupted or distracted.
   • Don’t check your e-mail or your Blackberry while you’re being interviewed, and
      close open files on your desk. If you have a cell phone, shut it off.
   • Listen to questions and try to answer them as directly as possible.
   • It may sound cheesy, but if you speak with a smile, it will make your answers
      sound more energetic and positive.
   • Stand up. It will help you concentrate on the questions being asked of you and
      will prevent you from paper and pen fiddling.

Radio interviews:

   •   Find out if your interview will be live or on tape.
   •   For studio interviews, be at the studio at least 15 minutes in advance of the
       interview time. If you’re being interviewed on the telephone, the telephone
       interview tips apply.
   •   Radio producers will generally ‘pre-interview’ guests before the actual interview.
       Be aware of the questions you’re being asked – it’s likely they’ll recur in the
       ‘real’ interview. Most radio journalists will not ‘ambush’ you with surprise
       questions – although if a story’s moving fast, the questions may change between
       the pre-interview and the actual interview.
   •   If you’re being interviewed in studio, consider it a conversation between you and
       the host. Focus on making eye contact with him or her and engaging the host in
       the conversation.
   •   Try to ignore the ‘technology’ of the radio studio. You’re there to provide
       expertise, not to worry about how the show is going.
   •   Let the host lead the conversation. Answer his or her questions in ‘chewable
       chunks’ – about 3 sentences or so is fine. When you’re finished, simply stop
       speaking and wait for the new question.

       Television interviews

   •   Television interviews can take place in studios with an anchorperson or on
       location, and can be either live or taped.


Page 5 of 10                                                  Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide

   •   Live TV interviews can be nerve-wracking. The apparatus of television is
       cumbersome, and it can seem like a million people are necessary to run a TV
       program. But as with radio, focus on interacting with the host, rather than on the
       activity around you.
   •   If you’re doing a studio interview with a live host, focus on the host as your
       partner in conversation and maintain eye contact with him or her.
   •   If you’re doing a “double ender” – a remote interview where a host is asking you
       questions through an earpiece and you are facing a camera – focus on the camera
       lens and maintain eye contact with it.
   •   If you’re doing an interview for a news story and it’s being taped, you have a bit
       of a safety net. If you answer a question and then feel you didn’t answer it as well
       as you could have, or you think of a new way of describing something, or you
       think of additional information, after the interview, ask the journalist to ask you
       the question again. If you give a better answer, you’ll likely both walk away
       happy.
   •   Choose your location carefully for TV interviews. Think about what will appear
       behind you. Suggest an ideal location, and don’t be bullied into doing the
       interview somewhere you don’t feel comfortable.
   •   You may be asked to do things that seem a bit silly for television – walking down
       hallways, nodding while the camera focuses on the interviewer asking you
       questions and not you answering them, typing, writing on a blackboard, etc. Don’t
       be embarrassed. TV requires pictures for every word of script it airs, and these
       techniques provide the journalist with the picture he or she will need to illustrate
       the story that’s being told in your and their words.




Page 6 of 10                                                  Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide

What if you’ve got news to make?

Here are a few tips to stirring up media interest:

   •   Ask yourself if your story is interesting and relevant to a critical mass. Then
       ask, “Why?”

Journalists ask themselves, “Who cares?” every time they face a new story pitch. If you
can answer that question with something compelling then your chances of making news
increase significantly. If you cannot answer the question then it is best not to bother the
media with the story at all. Wait until you have something compelling to tell.

   •   Make it sing!

Isolate what is truly exciting about your story and tell everyone you know about that. Is it
a big name? A tantalizing visual event? A powerful emotional tale? There is always a
multitude of elements to every good story but you need a hook. Find the hook and then
tell the story.

   •   Make it easy!

It is worth making the point again: Journalists are busy. Once you decide your story is
worth telling and you have isolated your hook it is time to spread the word. But, don’t be
fooled. How you tell the media is almost as important as how good your story is!

Know your story inside and out.

   •   Before going public, it is critical to first answer the WHO, WHAT, WHEN,
       WHERE & WHY of your good news.
   •    Journalists will also want to know who is the main source, the spokesperson, for
       the story? What languages do they speak? When/where are interview
       availabilities?
   •   Is the event/announcement television & radio friendly? Are there sound, image,
       visual and active elements? (Have arrangements been made for technical needs
       like feed boxes for sound, lighting and other considerations depending on the size
       of the event?)
   •   Try to think of any possible question the media could ask and answer them before
       you begin your dialogue with the press. It will enable you to be quick, responsive
       and knowledgeable about your story.

It is also important for you to know all the players involved in your story and their media
relations needs. There is nothing worse than crossed wires in behind-the-scenes
communications strategy. A lack of communication and planning will most certainly
reflect somewhere in the optics of your event or coverage of the story.

Keep it simple.


Page 7 of 10                                                   Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide


There are several schools of thought around how to contact the press with success. The
uOttawa Media relations team continues to use press releases & advisories on a regular
basis. We use our on-line media room as a main point of contact with the press and we
disseminate news through e-mail. The days of fax releases are practically gone. Pitching
stories by phone can be tricky and require planning, timing and great knowledge of who
to talk to in each newsroom.

At the end of the day, keeping your message simple and to the point is the key goal.

Check out media.uottawa.ca for examples of our releases & advisories. Here are the rules
we follow:

Releasing Information (by E-mail)

   •    Subject line should be clear, short & direct (if it is vague, or not attached to a
        known source it may be erased). Ideally, DO NOT send from a web-based
        account like Hotmail, many junk mail filters will stop those e-mails from being
        delivered.
   •    Event focus, location, time, date, organizer name & contact phone/e-mail should
        be front & centre. Follow with additional background and web resources if
        necessary. Do not use jargon and try to write as journalistically as possible.
        Imagine the headline as you are writing.
   •    Send your e-mail in the morning (Monday-Thursday) between 24 hours & three
        days before your event. If you send it out earlier than three days then be sure to
        send a reminder 24 hours before.


                       Difficult Situations & Getting the story right

As the media world becomes more hectic, competitive and overworked, it is inevitable
journalists will make mistakes. The responsibility, however, of preventing inaccuracies
and damaging press coverage lies largely in how we manage and distribute information.
The uOttawa Media Relations team is here to help you deal with possible disasters in
advance. It is never too early to plan strategically around a touchy event or
announcement. Here are some basic tips on how to deal with difficult situations and
media inaccuracies:

    •   Identify and solve problems before they happen. An event that runs smoothly,
        looks professional and avoids controversy is the number one way to avoid bad
        press.
    •   Outline possible reactions to your event/announcement from various groups and
        affected stakeholders. Plan a strategy on how you want to deal with those
        reactions. You will often find there is a different way to say/plan your issue that
        will offend/upset no one.
    •   The truth always works. Never, ever, lie to a reporter.


Page 8 of 10                                                   Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide

    •   If a reporter grossly misrepresents facts and gets a story completely wrong talk to
        our office and together we will work out a way to deal with the inaccuracy.

                            The uOttawa Media Relations Team

The uOttawa Media Relations team is here to help with key events that aid in the
promotion of our institution and our successes. Here are some of the services the team
can offer:

   •    Strategy and consultation
   •    Integrated communications planning
   •    Key message development, tactics and evaluation
   •    Outreach
   •    Brand communications
   •    Training, outreach and monitoring

Cultivating media relations is crucial to enhancing the reputation of the University of
Ottawa. Each year, the Communications Service prepares roughly 100 media releases and
advisories and receives more than 600 calls from reporters looking for experts. Our hard
work has paid off. Over the last five years, the media mentioned the University of Ottawa
more than 40,000 times, or about one mention an hour!

The Communications Service maintains a media room offering these services:

   •    News releases and announcements, with a searchable archive.
   •    Canada's university in the news – a daily summary of media coverage the
        university receives.
   •    Experts on call database – a database that you can choose to enroll in. Creating
        and updating your profile is easy and done online.
   •    Hot topics – collections of experts available to address issues that are at the top of
        the news agenda
   •    Stats and facts – a quick source for basic facts about the university
   •    Discoveries in the making – profiles of researchers (especially emerging
        researchers) designed to arouse the interest of reporters
   •    Publications and reports
   •    Awards and achievements
   •    News Alerts




Page 9 of 10                                                     Version of 5/18/05 2:50 PM
Making News: The uOttawa Media Relations Guide

Our offices are open from Monday to Friday, from 8:45 a.m. to 5 p.m. After hours, you
can contact the media relations team:

Lyse Huot
Director, Communications Service
Email: lhuot@uOttawa.ca
Telephone: (613) 562-5800 ext. 3150
Cell: (613) 327-1010

Bob LeDrew
Manager, Media Relations
Email: bledrew@uOttawa.ca
Telephone: (613) 562-5800 ext. 3154
Cell: (613) 327-1002

Marie-Ève Thérien
Media relations officer
Email: mtherien@uOttawa.ca
Telephone: (613) 562-5800 ext. 3149
Cell: (613) 724-8326

Sophie Nadeau
Media relations officer
Email: snadeau@uOttawa.ca
Telephone: (613) 562-5800 ext. 3137
Cell: (613) 724-8290




Page 10 of 10                                               Version of 5/18/05 2:50 PM