Press and Media services

Press and media contact at the University of Tromsø

The principle of delegated authority also applies for the university’s contact with the media. It is appropriate and desirable that specialists or those with the most knowledge on the subject have direct contact with the media.

The Department of Information is a service unit which provides help with and training on:
- Handling the media
- Arranging contact with the press/media
- Media contact lists/fax lists/E-mail lists
- Press releases
- The distribution of press releases
- Templates for press releases
- Press conferences

The spreading of news and media contact
Editorial reports are often the best and most visual way of getting across a message and this is a credible way that also contributes towards creating an understanding that the university plays an important role in the local and wider community. Media coverage should, therefore, be regarded as a good way of getting your message across to the general public.

It is best when the message is conveyed with direct dialogue between the person or people who know the most about the subject and the media.

The Department of Information can assist with specialist advice and practical help with the message, angles, channels, production and the carrying out of media arrangements. To be able to provide a high level of external service from the university, it is important that the Department of Information is kept updated on press/media efforts by individual faculties, centres and departments.

Some general advice

Why?
Consider carefully why you want to have news coverage. What is the objective? Are there other and better ways of achieving your objectives? There are some cases that are not of interest to the media or not ideally suited to being presented via the media. Consider the news from the receiver’s (the general public) perspective. There is not always agreement between your interests and those of the person or people who receive the message.

What?
What will you convey through news coverage? In order for media arrangements to be successful, effort must be put into prioritising one or more messages and putting the contents in concrete form. It is worth taking time to think thoroughly through the message you want to convey to your chosen target group.

Who and Where?
Who is interested in the case and how can you move forward? This should be decisive in where you make contact. It is important that you distinguish between national, regional and local media. Most news media prefer exclusive stories and this can be an effective way of moving forward in competition with many other story ideas, but remember you should select a media channel after considering if they represent your best chance of getting your message to your target audience. Choice of channel – radio, television, press – is a determining factor in who you get your message to, how many and when.

When?
Consider the way you want to convey your news message with the timeframe and determine what is strategically right in relation to the specific case. If you want to get large-scale media coverage, all media outlets should get the news at the same time.

Live coverage on television or radio will often mean the press stays away because the following day the story will be “old news and exhausted”. Don’t sell the story too early, for example at the start of a media conference when all media are looking to be the first to break the news. Plan what time of the day you release the news dependent on whether you want the coverage the same day or the following day.

How?
The news media prioritises stories that have news interest. The journalistic news criterion focuses on whether the story is new, unexpected, topical, emotional, and people-related or whether it is of national or local interest. Consider how your message should be angled to ensure it gets across to your target audience without diminishing the content, quality and value. Remember that inventiveness and personal presentations are important for the press.

Press releases
Consider whether your message is genuinely something of interest to the press and whether a press release is the best solution before you send something out.

The University of Tromsø should be represented as a serious player in the media and we are working to have good relations with the press. We need to therefore also respect, and behave within, the journalist’s daily routine. In many instances, personal contact with journalists is just as effective as sending out a media release.

The primary objective of a press release is to capture the journalist’s interest in the story. This is often achieved by a well written headline and a summary of the story in the introductory paragraph. A secondary aim can be that parts of the press release are quoted directly in the media so the message should be structured and prioritised with the most important point first.

Other important rules for press releases are that they should be concise (maximum one page), stress the main points, informative, create curiosity and preferably people-related. Consider how you write the text dependent on whether it is a message to the press that you will follow up with personal contact, an invitation to a special event or press conference or if this is the only information you intended to send out.

Attributing the information to people brings the story to life and adds interest that could result in direct quotes on the radio. It is important that you state where the media can get further information on the specific story. Remember to include a contact name, telephone number and e-mail address. It is important to be available.

Press releases that are sent out in the afternoon are preferably allocated at the editorial meeting the following morning.

The Department of Information has a list of the fax numbers and e-mail addresses to all media, nationally, regionally and locally. We can also provide help with shaping the message and sending it out. It is important that you use the university’s official template for press releases. In some instances, it is a good idea that the press release is sent out in the name of the University Director by the Department of Information.

Press conferences and press briefings
Press conferences should only be used when you have major and important news to convey and it is important that several people speak. It is also important that the press conference has a message that has been well thought out – these results or this news will be presented.

The format should also allow for questions from, and discussions with, the journalists. The number of participants from the university should be limited as much as possible and the message must be formulated and concise (maximum one hour). Additional information, such as specific facts, can be handed out as background information in printed form.

Think about the timing of the press conference in relation to when you want the news to “get out”, but as a general rule it should not be too early in the day.

Remember to include details of time, place and a contact person on the invitation. When choosing a venue, consider possibilities for descriptive and exciting photo and filming opportunities. It is often a good idea to combine a press conference with activities or demonstrations and maybe the press conference itself can be held somewhere other than a meeting room.