Tip Sheet: Faculty Dealing with Media
A healthy presence in the media is critical to building the reputation of a school. We work very hard to publicize the programs and activities of WCL, its students, faculty, and alumni to local, national and international media. This happens in two ways:
- They Call Us: WCL's Media Relations Office receives nearly 100 calls a month from reporters in need of experts to assist them with stories they are writing;
- or, We Call Them: We "pitch" stories to strategic media who have written on specific topics in the past.
Let Us Know You're There
Faculty members, let us know if there is an area in which you hold expertise that is or will be in the Public Relations. We can draft a press release indicating that you can comment, and we can keep our eyes and ears open for media opportunities.
Keep a Log
It is helpful for you to keep a personal log of your media interviews each month. Toward the end of the month, you will receive an e-mail asking for a full a list of all interviews, publications, presentations, awards and appointments for that month. This information will be included in the Faculty Activities Report for the Dean and in the Faculty Meeting packet.
Be Prepared for Last-minute Interviews
Some professors prefer to "dress down" when they are not teaching—some, even when they are. Consequently, they may feel uncomfortable accepting last-minute television interviews. Please keep clothing in your office in which you would feel comfortable being interviewed in on camera. If you get caught unprepared, however, call the Public Relations office at 202-274-4279. We keep an assortment of shirts, jackets and ties in the office (Room 356) for such occasions.
Please Don't Turn Them Away
If you receive a call from a reporter and you can't or do not wish to accept an interview, please refer them back to the Public Relations office (202-274-4279). This gives us the opportunity to see if there is another WCL or AU expert who can help them and maintains good will among the press.
Call if You Have Media Coming
If you have media reporting to WCL to interview you, please call the Public Relations office to let us know. We are happy to run point until you are available. This includes arranging access to the garage, meeting them in the lobby and making sure rooms are unlocked so they can set up. This will help alleviate your stress as you balance student appointments, teaching schedules and press.
Call if You Need or Want to Do a Dry-Run
If you are anticipating a difficult interview or if you just don't feel completely comfortable dealing with press, feel free to call the Public Relations office for assistance. Sometimes a practice run can help you anticipate and prepare for difficult questions or to structure your thoughts before the cameras roll.
Let Us Know If You have an Upcoming Event
The secret to getting coverage of an event is lead-time. There is usually a reporter somewhere who is interested in the topic of your event. The more time we have to find them, the better. Please contact the Public Relations office as far in advance of an event as possible.
When planning an event that you want media to cover, try to keep the following in mind:
- Try to schedule major events for when Congress is out of session - this way, there will be more media available to cover it. Check congressional Web sites for calendars: www.house.gov or www.senate.gov
- Try not to schedule events for Fridays due to last-minute votes that the media are covering.
- Mondays and Tuesdays are ideal because the Congressional schedule is lighter and the media are less stressed.
- The media like to cover balanced events. When scheduling panelists, try to bring representatives from all sides of an issue.
- When inviting panelists, particularly those from government agencies, please make sure they know media might be present. Some cannot speak where media are present. If this is the case, we will have to make special arrangements on an event-by-event basis.
** Disclaimer: Despite our best-laid plans, if there is another major Public Relations event that breaks on the day of your event, media may be diverted from attending. Contact the Office of Technology to arrange for audio, video or podcasts of your event. E-mail the Media Control Center at mcc@WCL.american.edu, or call: 202-274-4479. **
Let Us Include You In Our Next AU Faculty Experts Guide
AU's award-winning Experts Guide is a widely-referenced resource that helps media locate experts to assist with stories they are writing. It includes a topical list of experts from throughout the university and law school, and receives rave reviews from reporters. It is also available online at www.american.edu/media. (Faculty phone numbers are not published in the directory or online. Media must call the media or WCL Public Relations offices for referral.)
The Experts Guide is updated and republished each spring. Keep an eye on your faculty mailbox for the annual Faculty Survey from the main campus Media Relations Office. When you get it, please fill it out or update the existing information as needed and return it to the main campus address indicated or to WCL's Public Relations office in Room 356.
