WORKING WITH THE MEDIA

Why pursue media placements?

The news media is an effective vehicle through which we can raise Lesley's visibility with the general public--audiences that include potential students, alumni, and potential funders. Getting Lesley's name in newspapers, magazines, and other media on a regular basis does much over time to elevate the university's prestige.

What is news?

There are many definitions of "news." In the real world, "news" is what editors, reporters and producers say it is. The more we understand their business, understand what makes a "good" story, and adapt what we say and do to their special needs, the more successful we will be in projecting a favorable image for Lesley.

How do I publicize my news?

If you think you have a story of interest to the general public, contact the Public Affairs Office. (See contact information below.)

When you get a call from a reporter...

Public Affairs will always give you a heads-up before referring a reporter to you. We'll advise you of the subject the reporter wishes to explore and any sensitivities about the topic or relevant details about the reporter. In the case of a "cold call"--when the reporter has not first spoken with Public Affairs--get as much detailed information as possible about the nature of the story and determine the reporter's deadline for gathering information. Then ask to call back at a convenient time -- even if it's a few minutes later. Contact Public Affairs before conducting an interview. Also, take a moment to collect your thoughts. Anticipate the questions. Consider the following general guidelines when speaking with the press:

• Speak with the reporter as soon as possible - even if it means adjusting your own schedule. Most reporters work under very tight deadlines. If a Boston Globe reporter calls and you miss his or her deadline, the window of opportunity for getting Lesley's perspective into the story will slam shut--and there may not be another opportunity for a long while. In addition, that reporter may be less receptive the next time Lesley tries to pitch a story.
• Consider the two or three most important points that you want to make, and be ready to make them over and over in different ways. Have a headline in mind. Prepare a brief example or story to illustrate each point. Be prepared to state the facts about your issue. Stick to your agenda and adapt the questions to make the points you want to make.
• Give your conclusions first, then support them with concise, quotable details. An interview is no time to beat around the bush. Only a few sentences will survive the editing process. Make them count.
• Personalize your answers. Talk about what you have done, seen or experienced. Eyewitness accounts are always more compelling. Avoid using the third person.
• Correct misinformation as soon as it comes up.
• Take the time to finish your answers. If you're interrupted, go back and finish your answer.
• Don't allow the reporter to put words in your mouth. Reporters sometimes use negative words in questions and the natural tendency is to repeat them when answering. They then become your words and you can be quoted.
• If you don't know the answer to a question, say so. If you can get more information to the reporter, offer to get back to them (and be sure to follow through). If it would be improper to answer a question, say so.
• Avoid jargon. Speak in plain English as though you were talking to a neighbor. You want to speak through the reporter to his or her readers, listeners or viewers. Keep that audience in mind.
• Remember that nothing is "off the record." Never offer or agree to speak off the record.
• Never ask to review the story ahead of time. It is not done.
• Relax. You're the expert. You're prepared. Be yourself.

When a media opportunity arises, contact the Public Affairs office:

Bill Doncaster
(617) 349-8525
wdoncast@lesley.edu

Megan Burke
(617) 349-8639
mburke2@lesley.edu

Antoinette Donovan
(617) 349-8579
adonova3@lesley.edu