There are many reasons to talk to the media. Perhaps first and foremost is because they will ask anybody until they get any information – factual or false. They will ask university employees, they will ask students, they will ask people in the community, they will ask others on campus, they will ask other media and they will ask anyone who they think is appropriate.
It is to our advantage to give the media official, up-to-date information rather than have them seek and report something that is erroneous, off target or potentially damaging to the university or a college, department or program at the university. There are several major benefits to talking to the media:
- Credibility – Media provides the third-party credibility and endorsement that is vital to any organization as it seeks to establish the viability and value of its products, services and overall brand identity. Moreover, media provides a tool to help validate the operational, cultural and social importance of higher education.
- Valuation – As an independent and “objective” resource, media can substantially bolster the perceived “value” of our university. How target audiences view our university has a direct impact on its success.
- Positioning – Media plays an integral role in defining and establishing industry and community leaders. This leadership positioning is paramount in our university’s efforts to boost business and so meet our educational mission.
