Working with the news media is one important way to increase public awareness and understanding of The College of Wooster. That’s why the Office of Public Information works hard to connect reporters with Wooster sources whose expertise can help illuminate complex issues; assists faculty in the development and placement of op-ed pieces; and pitches story ideas to a variety of local, regional and national media outlets.

Public Information is the clearinghouse for media inquiries on college news, policies, facts and figures, including requests for information whose release is strictly governed by FERPA and other regulations. The director of public information and the assistant vice president for college relations serve as the college’s official spokespersons, or determine when it is more appropriate for another member of the administration to do so.

When a reporter calls, remember:

Write down his or her name, phone number and the name of the media outlet.
If the questions relate to institutional news, policy or facts, refer the reporter to the Office of Public Information (2145) or College Relations (2082).
If the questions relate to your area of professional expertise, but you need to collect your thoughts, don’t feel you have to answer at once. Tell the reporter you will call back in 15 minutes or so, think through what you want to say, then do it.
Have a message in mind. Rehearse the two or three critical points you want to make before you speak.
Anticipate the tough questions and develop your answers in advance. (Public Information can help you prepare.)
Don’t repeat negatives. Reporters often frame their questions to bring out the conflict in a story. Frame your answer in positive terms; don’t repeat negative words from the question.
Be brief. The average TV soundbite is eight seconds. Print reporters can present more detail, but pith should still be your goal.
Be clear. Use short, declarative sentences. Avoid technical terms where possible. If you don’t know the answer, say so.
Be friendly. But don’t be lulled into a false intimacy. Assume everything you say to a reporter, even when the notebook is closed and the camera turned off, will appear in print or on the air.
Be honest. This above all else.