Because media work on extreme deadlines, cooperating with them often means pulling out of meetings to answer questions, always returning calls and meeting scheduled appointments. Working with the media is about creating good relationships. Providing the following creates those relationships:
- Accessibility – Spokespeople must be readily accessible to do interviews and respond to questions as best as possible. This is particularly true during times of significant announcements. A news release with quotes typically serves as background information that frames the angle/position of the story only. Most media will need and want to talk directly to a qualified spokesperson.
- Accuracy – Information and responses to questions must be accurate, particularly when media address challenging topics. While it is certainly appropriate to position and posture information, our university must ensure that it provides information that is timely, factual and correct.
- Honesty – As with any relationship, trust is at the core. It goes without saying that our university must be honest in all it says and does.
