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The Office of Media Relations can assist you at any stage of the newsmaking process. The following information is intended to help you when you are asked to work with the media on behalf of Carleton. Please contact Sarah Maxwell, director of media relations, 507.646.4183 if you have any questions.
Why news coverage is important to Carleton
You might wonder why we have or need a media relations office at Carleton. Simply put, Carleton has stories to tell—exciting new programs and classes, outstanding achievements by students and faculty, and newsworthy lectures and events.
There are thousands of news outlets in which to tell our stories. Sometimes the events of campus make their way to media outlets without our help, but more often, Carleton is featured in news stories due to the efforts of our office.
Every time Carleton is mentioned in the news, the visibility of the College is enhanced. By keeping people accurately informed of Carleton’s mission and values, we are fostering an understanding of and support for the campus.
What makes news?
A story must be timely, have impact and be somewhat unique in order to catch an editor’s eye or ear. Is the subject current—are people talking about it or will they soon be? Does it impact large numbers of people? Is the story different or unusual? Does it indicate a trend? Does the story set Carleton apart from other institutions?
If you think you have a newsworthy story, contact Media Relations. We are experienced at evaluating story ideas and selecting the appropriate news outlets for various types of information. However, whether a story appears in the news ultimately depends on the decision of the editor or producer of that media outlet.
It is never too early to contact the Office of Media Relations about a potential news story. We need time to contact campus sources and prepare the information for distribution to the news media. In order to adequately publicize an event, we should be informed at least three weeks prior to the event to meet calendar listing deadlines.
For news stories concerning faculty, staff, or student awards, presentations, grants, projects, research, or other accomplishments, please notify the Office of Media Relations as soon as the information is known.
Working with the media
Whenever possible, we will ask your permission before we forward a reporter to you. Sometimes, however, a reporter may call you directly. In either case, there are a few general guidelines you should follow to make the experience mutually rewarding for you and the reporter.
- Respond promptly to requests
Even if you intend to decline the request or refer the reporter to the Office of Media Relations (which you may always do), respond promptly. Reporters operate on tight deadlines from a few hours to several days, and not respecting those deadlines will damage Carleton’s credibility with the news media.
- Ask for the reporter’s name and media outlet
It is also acceptable to ask reporters about the type and angle of the story they are pursuing, and when they expect it to be published or aired.
- Be prepared
If you aren’t prepared to talk on the spot, tell the reporter you will call them back, then follow through on that promise. Have a short list of points or messages you want to convey. Be brief and concise, and stop talking when you’ve made your point.
- Be patient
Some reporters will know a great deal about the subject; others may not. You can help the news media report the story accurately by suggesting questions you believe are important. If you do not know the answer to a reporter’s question, say so, then offer to find the answer for them, or refer them to an appropriate spokesperson.
- Don’t go "off-the-record"
Assume everything you say will be quoted, even though only a portion will be used. Also avoid saying "no comment," which implies you have something to hide. Instead, try to explain why you cannot make a comment.
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