Section 8A: Communication and Marketing

Media Relations

As a public institution of higher learning, Boise State University has a responsibility and a commitment to disseminate information about its programs and activities and to be responsive to media inquiries. Press coverage of the university’s activities is one way the institution can receive positive visibility and support, while the university’s prompt, fair and accurate public response to challenging issues can reassure its constituents and the general public.

• The Office of Communications and Marketing is the only office through which official university announcements, activities and statements may be communicated to the general public
• All media contacts for official university information or expertise must be directed to University Communications, which will coordinate the university’s response with appropriate administrators or employees
• All offices seeking press coverage for events and activities will contact University Communications, which will analyze each request and define the strategy it believes will be most effective in achieving the desired goal on behalf of the university
• Individuals who talk with the press as officials of the university or as faculty or staff representing their expertise or responsibilities through the university will work with University Communications in advance to the extent possible.
• University Communications staff will be available at all times to consult with administrators, faculty and staff about the most effective ways to work with the press.

Media Interview Tips

• Pause to think before you speak and anticipate likely questions so you can formulate responses.
• All reporters want concise answers that are interesting and catchy.
• Be clear about the message you want to get across to the interviewer. What are the most important facts you want to highlight? What else do you need to say?
• State the most important information first – then provide the background.
• Correct misinformation or misleading questions before answering a reporter’s questions.
• Rephrase loaded or long questions and convert them into questions you can or want to answer.
• Don’t stop with a one-word answer to questions but expand your responses to help the interviewer convey the story.
• Take the time to explain the technicalities or even the basics of your subject to the reporter in non-technical language. Avoid jargon or acronyms.
• Identify anything you say is either fact or opinion. Your opinions are your own, but fact is fact.
• Never speculate or guess. Don’t comment on areas outside your expertise.
• If you don’t know any answer, say so. If you cannot provide a response, give the reason – “pending investigation, legal propriety,” etc.
• Don’t repeat negative words used in a question but give the same answers to repeated questions. Repetitiveness will help make your point.
• Make your final comment clear and concise, reemphasizing your chief point.
• Don’t be afraid to let your enthusiasm and passion show through.