Media relations guidelines

To ensure that Libraries media relations practices are strategic, brand-consistent, and effective, any University Libraries staff member who communicates with news reporters for stories related to the Libraries should follow these guidelines.

Proactive media relations

(situations where news story ideas are generated within and pitched by the University Libraries)

Libraries staff with ideas for possible news media stories should observe the following guidelines:

  1. Once a staff member has identified an idea for a possible news story, the staff member should schedule time to meet with the Communications Director to discuss the idea. The staff member should also alert his/her program director to ensure the idea is consistent with department priorities.
  2. The Communications Director and staff member will discuss the newsworthiness of the proposed story and evaluate competing/concurrent news pitches already in play. Not all stories will be pitched.
  3. If the decision is made to pitch the story, the Communications Office will draft a news release. The staff member who originated the idea may be engaged to assist with the release by writing a first draft, providing facts, or reviewing edits to drafts.
  4. The Communications Office will serve as liaison to University Relations. The staff member who originated the idea should not contact University Relations directly. University Relations expects contacts to come through designated communications staff.
  5. The Communications Office will execute media pitches to support issuance of the news release. The staff member originating the idea should not call reporters directly.
  6. The Communications Office will communicate with the staff member and with other relevant Libraries staff about the status of the release/pitch.
  7. The Communications Office will share media stories with the full Libraries staff via Monday Memo.
  8. The Communications Office will maintain an archive of media "hits."

Reactive media relations

(situations where news reporters contact the University Libraries to cover a story or issue, but where no proactive "pitch" has been made by University Libraries staff)

  1. If a reporter contacts a Libraries staff member and expresses intent to write a story about the Libraries, the staff member (in most cases) should not conduct the interview on the spot. Instead, the staff member should inform the reporter that he/she is not available to answer questions now and inquire about the reporter's deadline. In most cases, the staff member should inform the reporter that someone from the Libraries will be in touch within 24 hours.
  2. The staff member should contact the Communications Director. If the Communications Director is not available, the staff member should contact a member of the University Librarian's Cabinet via the receptionist in 499 Wilson.
  3. The Communications Director (or alternate) will identify an appropriate Libraries spokesperson to conduct the interview with the reporter.
  4. The Communications Director (or alternate) will inform University Relations about the interview.
  5. The Communications Director (or alternate) will meet with the spokesperson to craft key messages and anticipate interview questions.
  6. The designated spokesperson will conduct the interview with the reporter, keeping in mind these interview preparation tips. If the interview is conducted via e-mail, the designated spokesperson will send to the Communications Director (or alternate) his or her written responses to interview questions prior to sending to the reporter. The designated spokesperson will inform the Communications Director (or alternate) about any salient aspects of the interview.
  7. The Communications Office will share media stories with the full Libraries staff via Monday Memo.

Contingencies

Some contingencies may arise that indicate a need to deviate from these guidelines. For example:

  • What if a staff member knows a reporter personally?
    • Personal connections can be valuable in making successful media pitches. If a staff member has a personal connection to a reporter and is interested in pitching a proactive news story to that reporter, the staff member should still alert the Communications Office before contacting the reporter.
  • What if a staff member is contacted/interviewed for a story unrelated to the University Libraries?
    • In most cases, the Communications Office will not need to become involved in the story; however, if the staff member's employment at the U is likely to be mentioned as part of the story, the Communications Office can provide advice about how to frame this connection with the reporter.
  • What if a staff member writes a letter to the editor of a publication?
    • In most cases, the Communications Office does not need to become involved; however, if the staff member's employment at the U is mentioned as part of the letter, the Communications Office can provide advice about how to articulate the staff member's University affiliation.
  • What if a photographer or videographer shows up and wants to shoot photos or footage in the Libraries? 
    • Some photographers/videographers wish to shoot footage within the Libraries as part of a news story on the University or on the Libraries. Per the University News Service's Media Guidelines and Policies, media are only allowed to film in the the Libraries with express permission from an administrative authority and only with an officially designated Libraries escort. Therefore, immediately alert the Communications Director (or alternate; see above) when the photographer/videographer inquires or arrives.
    • In other cases, photographers/videographers intend to shoot photos or footage in the Libraries for commercial, professional, or other non-news purposes. In these cases, it is essential to alert either the FOM representative for the building in which the footage is being shot or the Communications Director. In these cases, photographers/videographers are required to complete and sign University License/Use Agreements in advance. This policy does not apply to incidental photos for personal use.
  • What if a reporter calls with a reference question?
    • Answer the reference question for the reporter. If the question transitions to questions about the Libraries organization or policies, it may be desirable to refer the reporter to the Communications Office.