Marketing and Public Relations

Helpful hints for when reporters call

A guide on how to provide information to the media

All faculty and staff are representatives of Worcester State College, and for that matter, so are our students. When reporters call for information or interviews, each and every employee and student needs to understand how to communicate effectively and represent the institution to the best of his/her ability. When a reporter calls, please refer them to the Public Relations Office which serves as the media relations clearinghouse. If you choose to speak with the reporter, please keep the following guidelines in mind:

Effective Communication

State your purpose clearly. Organize your ideas carefully, leave out everything else, and avoid jargon and acronyms. It helps to write down what you want to say before speaking with the reporter.
Don’t beat around the bush. It’s frustrating for both you and the reporter when he/she can’t understand what you’re trying to say. Keep it short and don’t engage in a lengthy conversation. There is no such thing as “off the record.” Your off-hand comment might be tomorrow’s headline.
Know your facts. Don’t guess or assume anything. If you are not sure about something tell the reporter you do not know and you will call him/her back when you have verified the information, or refer the reporter to a source you believe will be reliable.

Good News and Bad News

Not every story about Worcester State College is going to be positive, but that doesn’t mean we shouldn’t try to put our best face forward. Avoid making derogatory comments about the institution, even if you have a gripe. Negative comments from within the institution do not help your cause, but do cause damage to the entire institution—your colleagues and students included.
Don’t assume that you are the only one that the reporter is talking to about a story, especially if it is controversial.
If you ever find yourself in the middle of a story that sounds controversial, or one you are uncomfortable speaking with a reporter about, please call the Public Relations Office at (508) 929-8018. The office serves as the official public voice of the institution.

No Reason to Panic

When a reporter calls, don’t panic! They are simply doing their jobs by reporting the news. They're calling you because they want your views for their story. They aren't "out to get you." Hostility from reporters only comes when they feel you aren't being helpful. You can also contact the Public Relations Office for advice or to serve as a go-between. If you wish to speak with a reporter but are too busy to talk at the time, don’t want to be rushed or need some time to get your thoughts together, ask the reporter what the story is about, ask what his/her deadline is, and tell him/her you’ll call back at a mutually convenient time.
If a reporter or camera crew just shows up at your door, contact the Pubic Relations Office. Don’t let them press you for quick responses. Take your time to collect your thoughts, comb your hair, or jot down some notes. They may be on deadline, but they will wait. Remember to be succinct in your responses. Broadcasts are notorious for creating "sound bites," and you'll want to get your point across quickly. It's always a good idea to say "Worcester State College" whenever you can. Television camera crews often like to get “B-roll” for their story (background images), so they may ask you to go outside -- recommend places for them to get good images of the College.

Most importantly:

Tell the truth – always and in all ways.
Answer reporters’ questions openly and honestly. If you don't know the answer, say that you don't know or that you'll have to get back to them with the answer.
All personnel matters are confidential and may not be commented on.
Do not give out any information on our students. You can verify a student's enrollment, class year, and major, but nothing more. If in doubt, contact the Public Relations Office.
Always return phone calls to the media. If you need advice before returning the call, please refer to your supervisor or department chair or contact the Public Relations Office.
Never say “no comment.” This looks as if you are trying to avoid giving a truthful answer. If there is a reason you can’t comment, let the reporter know.
Everything you say to a reporter is “on the record.” If you can’t say it “on the record,” don’t say it. A reporter is under no obligation to honor your request that something be “off the record.”
Try to answer negative questions with a positive response. If the question contains incorrect information, correct it immediately.
If the reporter is hostile, remain calm and polite. Don’t raise your voice. You can choose to end the interview at any time.
Do not expect to control the questions you are asked or to edit the story prior to its publication.
After you’ve spoken with a reporter, it is good practice to let the Public Relations Office know about it.

How to prepare for an interview

If a reporter asks you for an in-depth interview, schedule it so you have adequate time to prepare.
When you set up an interview, ask the reporter what the story is about. Jot down some notes, or even a brief outline, and know the main points you want to communicate.
Provide the reporter with written material whenever possible. This will give him/her something to refer to later on.
Develop a good, brief explanation of your work or subject matter. Broadcast journalists, especially, have very limited time to explain a subject, hence the term “sound bite.” All reporters appreciate neat, catchy, concise answers. Complex, long-winded answers and explanations should be avoided.