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LESSON 3: WORKING WITH AND RESPONDING WITH/TO THE PRESS
iNTRODUCTION
iNTRODUCTION
Welcome to the final lesson for the Media Relations and Protocol module!
One of the duties and responsibilities of a media relations officer is to maintain a good relationship with media while responding to requests for information from them and the public. Requests may be in the form of media interviews, press conferences, press releases, etc.
In this lesson, you will be introduced to the concepts of media clearance forms, the guidelines for on-campus shoot, as well as recommendations in working with the press during interviews.
Lesson Objectives:
At the end of the lesson, the participants should be able to:
Enumerate the steps in accomplishing online media clearance forms;
Identify at least three (3) guidelines on on-campus shoots; and
Determine the guidelines on interviews during pre-interview, interview proper, and post interview.
Study Hour/s: 1.5 hours
Lesson Assessment: Quiz via Google forms
We hope that you are now settled and prepared to take on this new lesson. Let the learning begin!
ACCOMPLISHMENT OF ONLINE MEDIA CLEARANCE FORM
ACCOMPLISHMENT OF ONLINE MEDIA CLEARANCE FORM
To preserve the integrity of the UPLB campus as well as ensure the safety and security of the constituents and facilities, the Office of the Vice Chancellor in Community Affairs (OVCCA) creates an enabling environment for creativity and innovation through their offered services. Online media clearance forms are a way to have access to the facilities, areas, as well as personalities inside the campus.
Steps in Accomplishing the Media Clearance Form
Steps in Accomplishing the Media Clearance Form
1. Fill out the online Media Request Form (Google Form).
2. Wait 2-3 days of processing.
3. The Office of Public Relations will then issue the accomplished Media Clearance Form.
Reminders:
All requests must be made at least five (5) working days before the conduct of the activity. Approval also depends on the availability of venue/s or personnels requested.
GUIDELINES ON ON-CAMPUS SHOOT
GUIDELINES ON ON-CAMPUS SHOOT
For shoot/coverage done on-site: UPLB is strictly implementing COVID-19 safety protocols. The media/organizations involved are hereby required to fill out a Health and Travel Declaration Form. Wearing a facemask and a face shield is required as well having body temperatures checked prior to entrance to a building.
According to Memorandum no. 035 Section B of the university, the following are the other guidelines/minimum public health standards to be followed during an on-campus shoot or any event/activity inside UPLB.
OC-Memorandum-No.-035.pdfGUIDELINES IN CONDUCTING INTERVIEWS
GUIDELINES IN CONDUCTING INTERVIEWS
FOR MEDIA RELATION OFFICERS
Pre-Interview
Familiarize yourself and the interviewee and the reporter. Get to know who they are, how long they have been at this particular media outlet and read their recent stories.
Create a list of potential questions and do a practice run through with the interviewee using the key messages. This is to make sure that they deliver the key messages concisely and avoid rambling.
Prepare a briefing sheet for your interviewee. A briefing sheet is a document containing an overview of the recommended key messages, the topic at hand, and even information about the media/reporter.
Key messages can be written in bullet points or suggested phrasing for consideration during the interview. The briefing sheet will help your interviewee be more familiar with what will happen during the interview.
Interview Proper
Source: UPLB Office of Public Relations
Instruct your interviewee how to face the camera. Remind them that nothing is off the record or confidential. Only say what is needed in an authoritative manner and refrain from saying anything they don’t want published.
Also remind them to maintain eye contact with the interviewer and not at the camera, if the interview is recorded in video. Allow them to use small gestures to make a point and not big sweeping movements.
Post-Interview
Follow up with the media/reporter if they have everything they need. After the interview, check to see if they should be provided any additional information or images by the interviewee.
Don't ask to see the article before it is printed. Wait until it is published or they reach out to you first. Respect deadlines and allow the media to have time developing the story. It is possible to ask for updates but it is unlikely that they go through with your request if you want to see a draft.
Source: UPLB Office of Public Relations
Source: UPLB Office of Public Relations
If the story is already published, review and evaluate what worked. Assess the strong suits of the interview and what needs improvement so that you can make changes for upcoming interviews.
Thank the media/reporter for the opportunity. This is helpful especially if the published story is positive so that you can build and maintain a relationship with them.
In sending out an appreciation, indicate that they may still reach out to you in the future and share other updates for future opportunities.
FOR MEDIA ORGANIZATIONS
Pre-Interview and Interview Proper
Allow our media relations officer, Mr. Juan Paolo Aquino or other designated OPR staff to be present during/monitor the interview/coverage. This is to ensure that the conduct of the interview as well as the parties involved are following the necessary procedures and protocols.
Post-Interview
As courtesy, provide to UPLB, through OPR, a copy of the final video output of the coverage/interview. You also give us the permission to upload the same (when deemed necessary by UPLB) in our website and social media accounts, citing your media outfit as source.
Properly acknowledge the interviewee with complete name and designation in the chargen/nameplate (where applicable).
Acknowledge in the closing billboard of the video/program UPLB, OPR, and the units, which provided assistance, as well as specific locations in which the shoot was done.
Likewise, acknowledge the owners/original authors/creators of photos, footages, and other media materials provided to you by placing “Courtesy of ____” in the particular clip/material. This shall apply in all other videos, programs, and materials in which the clips, footages, videos, etc. will be used other than the initially approved purpose. UPLB must be informed of these succeeding exhibitions and a copy of which shall likewise be provided to UPLB, through OPR.
SUMMARY
In summary, this module discussed the ways in accomplishing the Media Clearance Form which is by filling out the media request form and attaining the accomplished MCF from the Office of Public Relations. Additionally, to ensure compliance with public health standards, university personnel should follow guidelines under Memorandum no. 035 Section B Clause 2. Conducting interviews in particular also has its own guidelines for the media relations officer. Familiarizing oneself with the media, preparing the interviewee, and showing gratitude to them will ensure a strong relationship and opportunities in the future.
Congratulations on finishing Lesson 3!
Congratulations on finishing Lesson 3!
Now, let's put your knowledge to the test. For this lesson's Assessment Activity, you will be answering a short quiz. Click the button below to start your quiz. Good luck!
Do you have any questions or comments? Share them below!
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