»External Media Relations Guidelines

Overview:

The media relations staff at Chapman University operates within the integrated Strategic Marketing and Communications (SMC) team for the university. Our role is to elevate the reputation of Chapman, as part of the university’s strategic priorities, by communicating news to the public through the media. PR activities can help enhance our reputation, boost enrollment efforts, inspire the community’s future workforce, and increase the willingness of others to partner with or donate to the university.

These guidelines address who is responsible for media relations at Chapman and the processes by which news is communicated to the outside community. Specific processes also outline steps to request media relations support.

Roles & Responsibilities:

In the specialty of media relations, it is critical to understand the rules of engagement because a positive story can enhance an organization’s reputation, while negative coverage can create reputational, legal, and potentially other harm.

As a Chapman community, it is essential that we coordinate media outreach between schools, colleges, units, and SMC. This way, we do not have multiple people reaching out to the media independently on the same topic. Additionally, the SMC team must prioritize story pitching to align with overarching strategic goals. Media will not cover every story, and too many pitches can cannibalize coverage. Without that coordination, it can become confusing for our media contacts and unintentionally cause them to question us as a source. It can frustrate and confuse our internal community members as well.

Who is responsible?

The SMC team is the official media relations arm of the university. This team is responsible for liaising with the media and vetting all media opportunities. No one outside of SMC should engage in media relations strategy, outreach, or the hiring of public relations/media relations vendors without consultation and discussion with SMC.

SMC can provide the following services as it pertains to media relations:

• counsel to university leadership, college, and unit communicators and faculty on story/ideas that could have positive media potential
• write press releases
• produce online news stories
• create targeted social media posts on institutional accounts
• create communications plans
• set up and execute press conferences
• monitor coverage of Chapman to help with brand and reputation management, as well as measure the effectiveness of communication strategies
• provide insights on media trends within higher ed, as well as regional, national, and international
• prep/coach designated spokespeople and subject-matter experts for media interviews about Chapman
• collaborate on media relations with partner institutions (private, public, industry, and government) to generate joint communications
• collaborate with other university units on campaigns that may have media potential or risk
• photography and video on a case-by-case basis
• make recommendations on which media to pitch

Whether it’s to drive public relations or prepare for potential issues, SMC needs to have as much awareness as possible of events happening across campus.

SMC is not responsible for event logistics or arranging for security.

Additional logistical information regarding how to engage SMC is found later in these guidelines.

Official university spokesperson

Chapman University’s only official spokesperson is the President or his/her designee. The President designates authority to the VP of Marketing and Communications and the SMC team to communicate directly with members of the media on behalf of the institution. The VP of Marketing and Communications and the media relations team help counsel the President, Senior Staff, Deans, and subject-matter experts on media relations, news, and potential implications for the institution.

Participation in media interviews

If comfortable, faculty are encouraged to offer their subject-matter expertise to the news media, and SMC is available to provide media guidance and training. If faculty are planning to engage in media interviews, SMC requests prior notice for awareness and media monitoring purposes, so that we can help amplify news coverage after it publishes.

When speaking to the media, faculty should make it clear that they are offering their faculty expertise and are not an official university spokesperson.

Developing and issuing official statements

Only the president of the university is authorized to make official university statements to the news media and/or on social media. Schools, colleges, and departments are not authorized to issue such statements on behalf of Chapman.

Managing expectations

Earned media coverage cannot be guaranteed, so promises of media coverage or PR activities should not be included in grant proposals or gift agreements without first consulting with SMC.

Media Relations Goals:

For any organization, including Chapman, it is important to have a media relations strategy and be goal-oriented in seeking and securing media coverage. The coverage should, at its core, try to positively advance the university as a whole. Some specific guiding questions to consider:

• Will this encourage more students to enroll or stay enrolled? Example: U.S. News and World Report Rankings; Move-In Day
• Will this lead to partnership and/or research inquiries? Example: Chapman’s Fear Study
• Will this interest potential donors? Example: Momentum of the Inspire campaign
• Will this create pride in or differentiation for our university? Example: Presidential search demonstrates a strong Chapman

What Is News?

At the most basic level, news is a report with information about something that has just happened, or will happen soon, that was not known earlier, and that has a broad impact. There are six key components required for every news story, otherwise known as the five Ws and an H (who, what, when, where, why, and how). When contemplating whether a story is newsworthy, the “why it matters” to the end audience is often considered the most essential. Keeping the audience in mind, ask the question, “What’s in it for me?” (WIIFM). Boil information down to help people understand how it impacts them and why they should care.

Other elements of newsworthiness include:

• Timeliness: Immediate, current information and events are newsworthy because they have just recently occurred. It’s news because it’s “new.”
• Proximity: Local information and events are newsworthy to local outlets because they affect the people in our community and region. We care more about things that happen “close to home.”
• Groundbreaking: When a finding or trend bucks conventional wisdom or creates some inherent tension in a field, it will often be interesting to a news reporter.
• Human interest: People are interested in other people. We like unusual stories of people who accomplish amazing feats or handle a life crisis because we can identify with them.
• Relevance: People are attracted to information that helps them make good decisions. If you like technology, you find breakthrough tech innovations relevant. If you’re looking for a job, the business news is relevant.

It’s important to keep in mind that the average reporter receives numerous media pitches a day, and fewer than half of the pitches even get opened. Chapman’s news also competes with breaking news, which will always outweigh more evergreen stories, and that of other universities.

To get the best results, it is important to pair the right story, with the right outlets, using the right message vehicle. Of the many stories we have to offer, there are specific types that are more likely to get traction (see Appendix). In addition, there are many differences between local, national, and trade media, so it is important to target platforms with stories they are most likely to consider, and to do so using the vehicles most likely to catch their eye.

Process for Media Relations Engagement & Distribution:

The SMC team has final determination about which stories, events, and news ideas will be pitched by the university to media and/or turned into news releases based on a topic’s alignment with strategic plan goals and how effective the stories are expected to be at enhancing Chapman’s reputation and brand. SMC will work with school/college/unit communicators to help get ideas media-ready, as well as ensure coordination and consistency. The team will also recommend other vehicles for communication if the story or idea does not rise to the level of external media interest.

SMC team members (e.g., Vice President of Marketing and Communications, Public Information Officer, Strategic Communications Director, or designees) will respond to media inquiries for experts and official comment about Chapman-related business.

The SMC team works hard to cultivate strong media relationships and provides the best opportunity for your story to gain coverage.

Method for elevating and activating news outside the Chapman community

1. Faculty and communicators with story ideas should contact SMC through our standard project consultation form. (Note: If there is a media emergency or crisis, please contact pr@chapman.edu right away.)
2. A member of SMC will then collaborate with the requestor to determine the idea’s media viability and alignment with strategic university goals. The objective is to hit multiple factors within each story to increase the likely impact.
3. Once a story/idea is identified as having media potential, SMC will work with sources (faculty member, communicator, and others involved) to prepare it for appropriate delivery. This can include anything from quickly reaching out to a media contact via text to lengthy plans for a specific time frame when it will likely have better impact.
4. SMC will coordinate with the school/college/unit communicators to ensure next steps are clearly outlined and there are no surprises.
   • SMC will work with the communicators to organize fully integrated media plans (release, web story, social media, etc.) when appropriate.
5. SMC will track and share the resulting media coverage.

School/college/unit communicator responsibilities

SMC is a university resource, and all embedded communicators are encouraged to reach out to team members to discuss raw and polished ideas. The goal is to help craft good stories that will earn media placements and enhance the university’s reputation and brand. When developing your ideas, think of ways to visualize your story – video, photography, etc.

When in doubt, reach out now rather than later

Community members with time-sensitive requests need to provide a minimum of two weeks advance notice for non-breaking news items. Those requests should meet the following criteria:

• school/college/unit leadership is aware and supportive
• all details of event/idea, such as date, time, location
• clear contact for follow-up questions
• if a cross-disciplinary event, all participating groups should be aware of the request and supportive

SMC’s evaluation process

SMC will aim to review requests within 72 hours for non-breaking news items. SMC will analyze requests for:

• media viability
• potential risk to institutional reputation
• university-wide perspective/alignment and impact
• potential legal implications
• potential security implications
• vetting for media release
• conflicts with other media pitches in the cue

SMC will consult on the most effective comms/media strategy and will advise if the idea/story/event needs further vetting.

While we are unable to formally pitch and promote all news happening at Chapman to external media, you can help to get the word out on your own channels!

Here are the types of news items where we recommend this approach:

• Calendar items
• Faculty speaking engagements or lectures
• Fundraisers
• Textbook or chapter publication
• Evergreen alumni success stories

On-Campus Media Requests:

Chapman University requires that any media representatives visiting campus provide advance notice prior to their arrival. In cases when media show up unannounced, Public Safety will contact SMC. All media must coordinate through the SMC office and will be escorted by a university representative at all times while on university grounds. There may be circumstances in which media access to campus is not approved, particularly when such presence may interfere with university operations or compromise the privacy and safety of our community. In those moments, SMC will politely ask members of the media to report from a public space off campus and will respond to the media inquiry.

In addition, any Chapman college, school, department, or office that invites or hosts media on campus is responsible for notifying SMC in advance and must also provide an escort for the duration of the media’s visit. This requirement applies to all interviews, filming, photography, or media-related activities conducted on university property.

Political Communications & Media:

Chapman University’s status as a tax-exempt organization under Section 501©(3) of the Internal Revenue Code prohibits it from participating or intervening in any political campaign on behalf of (or in opposition to) any candidate for public office. Accordingly, the university may not endorse a candidate, provide or solicit financial or other support for candidates or political organizations, or establish political action committees. Participating in political campaigns by or in the name of the university could jeopardize the university’s tax-exempt status. Please be mindful of this important guidance when participating in news media opportunities and/or posting on social media.

The Release of University Information:

As the official public information arm of Chapman University, only SMC is authorized to provide data and information to the news media. In most cases, SMC will only release information that is already publicly available. Confidential, private, and other proprietary information will not be shared, and SMC will follow the Family Educational Rights and Privacy Act (FERPA) and other applicable laws and policies.

Legal Questions:

If you receive a media request that is legal in nature or requires legal guidance, forward it to legalaffairs@chapman.edu and pr@chapman.edu. For example, sometimes journalists request private student or employee information that should not be shared, or they may reach out to employees with a Freedom of Information Act (FOIA) request.