Working With the Media

The National News Release

Before it goes out: TOP

* You will receive a draft copy of the news release for approval.

* Your release will be edited by a copy editor and reviewed by the director of the Purdue News Service and vice president for university relations. If you are in the School of Agriculture, the release also will be reviewed by the news coordinator of ACS. The release also may be reviewed by your dean, department head or the vice president for research.

* For your protection, we may ask Purdue's Office of Technology Transfer to review the news release if it involves research that has potential for or is involved with licensing, patenting, copyrighting and/or intellectual properties.

* If your work is scheduled for publication in a journal, we will consult with you and/or the editor of the journal to determine a release date. If BOTH you and the journal editor agree, we may e-mail the release early to a dozen key science writers who have proven that they will honor the designated date for release. The remainder of the media, however, will receive the release on or after the date set by the journal.

* If the news release is about material you will present to a conference, we will send copies of the release to the public relations office for the association sponsoring the conference so it can distribute them to the media who attend. We also will give you some copies to give to the media who attend your presentation.

* If the release is about material you will present to a conference, the writer will need to include the exact time and place for the presentation; its identification code (if any) and title; and your travel plans, including hotel phone.

* It is your responsibility to check your funding and licensing agreements. Some sponsors have specific publicity requirements. Some don't want their names mentioned. Others may want to review the news releases.

* News releases generally include office and home phone numbers as well as e-mail addresses for you and the writer. Home numbers are important to the success of your release. Often, media work until 7 p.m. or 8 p.m., and for those on the West Coast, quitting time at Purdue is only the middle of the afternoon.

* It is important for the writer to know if you have any plans to be gone from the office for extended periods after the release is mailed. If you are going on vacation and cannot be reached, it might be best to wait to issue the news release.

After the release goes out: TOP

* Expect the media to call. Many journalists will use the news release as background and want to interview you personally. If you are not willing or able to take media calls, please tell the writer of the news release.

* Often, the media will call you directly. If they do, please be as responsive as possible. If the timing is inconvenient, it's perfectly OK to say so, but ask what the reporter's deadline is and then set a specific time that works for both of you.

* If you are contacted by the broadcast media and would like some advice on appearing on camera, call the writer for a list of suggestions. A brief training session also can be arranged.

* In the case of interviews with national TV media, generally a member of the News Service or ACS will arrange logistics and will be on hand to help you or the TV crew at the time of the interview.

* If national TV media are interested in your story but have difficulty getting a crew to campus, please let them know that our offices can tape an interview for them, or they may interview you via satellite from the Purdue studios in Stewart Center. There is a charge for studio time and the uplink, but often that cost will be borne by the TV outlet or your department/school. Call the writer for further details.

* If the national or significant state media would like a photograph to illustrate your release, and one has not already been shot to go with the story, a photograph generally can be arranged by calling your writer.

* Let the News Service or ACS know when the TV interview is expected to air so we can set VCRs to videotape your appearance.

* Ask reporters how they heard about your work. This is a great help to us when assessing which of our marketing techniques worked.

* If possible, keep a log of calls from the news media and send it to the writer along with any copies of your story that you see appear in the print media. We track these to access which of the national media do the best job of interpreting Purdue's work.

* The News Service logs all media efforts – news releases, tips, interviews, placements – and displays them on the Web at http://news44.uns.purdue.edu/efforts/ An e-mail is sent campus wide monthly urging people to check the site for updated results.

Also available: "Working With the Media: Radio and Television," "Working With the Media: The Interview, " and "Working With the Media: Purdue Policy."

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