1. Working with the UIC News Bureau, Office of Public Affairs

2. What we do Inform the public and key audiences about: Activities and accomplishments of faculty, staff and students UICs strengths in teaching, research, clinical care and public service

3. Promoting UIC Work closely with local, national and international news media Pitch UIC experts for topical and breaking news stories Write news releases and pitch original UIC research, clinical stories, events, major grants, etc. Respond to inquiries for experts Keep the campus community informed

4. UIC News Bureau at your service Provide news judgment on potential stories Schedule and negotiate interviews Monitor news coverage Provide media training Notify internal/external audiences of media hits (Academy listserv, UIC daily clips, UIC In the News) Provide crisis communications support

5. Types of Media Interviews Print and electronic media Most often via telephone May require separate print photo shoot Television – taped or live One-on-one with reporter or producer Two camera interview Panel discussion (in studio) Radio– taped or live Via telephone or in studio

6. What makes a good news story? First, new, amazing, or unusual Patient or human interest angle Visuals photos, technology, laboratory, real patients that tell story Well-prepared expert offer clear, simple explanation in sound bites create a short list of bullet pointsthe main messages you want to convey make a list of questions you may be asked

7. When to contact the News Bureau We can only promote what we know. Call us anytime! Patient or human interest story: prior to treatment, procedure, or surgery in order to obtain appropriate patient consent, background, etc. Research findings: as soon as manuscript has been accepted for publication. We will help ensure that embargoes are enforced and public release timelines are met. Event/grant/award: when date is scheduled and/or award notification received, so that external and internal publicity goals can become part of communications plan.

8. How we disseminate news News releases Headlines on the UIC homepage Archived on the News Bureau Web site, www.news.uic.edu Podcasts Experts Guide for News Media Weekly news advisories Targeted pitches to media UIC News, campus newspaper

9. Working with Reporters Respond promptly and respect their deadlines, even when they seem unreasonable Develop rapport; discuss the interview subject Interviews are brief (yet often result in positive exposure for University and department) Always assume you are on the record Avoid jargon and technical terms Express enthusiasm (or concern, sympathy) Speak in short, simple sentences

10. Working with Reporters Dont feed the microphone Let the reporter break the silence Turn negative questions into positive answers Do not let the reporter put words in your mouth Answer multiple questions one at a time If interrupted, stop talking or gently ask that you be allowed to respond Dont guess; offer to check facts if necessary Correct false premises in questions Never answer a hypothetical question. Restate a relevant message point instead

11. Bill of Rights for Interviewees To know who is interviewing you and which news organization he or she represents. To be treated courteously. To know the general thrust of the interview so you can prepare. To know approximately how long the interview will last. To know if other guests will appear with you on a panel and what their roles will be. To have a News Bureau staff member present if so desired. To make your own tape of the interview or to obtain one from the station.

12. Bill of Rights for Interviewees To be allowed to answer without harassment or interruptions, assuming your answers are brief and to the point. To decline to answer a question you dont know the answer to. To have an accurate on-air introduction or to be properly identified in print. To have the basic intent of your answers conveyed. To make some of your own points in addition to your responses to the reporters queries.

13. Rights You Do Not Have To take back a comment already on the record, or to take it off the record. However, you should attempt to correct any misstatement of fact as soon as possibleeven if its after the interview. To review a reporters story prior to publication or his or her notes. Journalism ethics and editorial policies of virtually all reputable news organizations forbid it. However, you may request to have a (print) reporter read back your quotes, and by all means make yourself available for later clarification if needed.

14. Controlling the Message Create a short list of bullet pointsthe main messages you want to convey. Make a list of questions you may be asked including those you dread. Map out and rehearse transitioning your responses to the questions into statements of your messages.

15. Delivering the Message: How to look Select a background that best illustrates your story Check your appearance before going on camera Look at the reporter, but never at the camera Smile (when appropriate) Dress conservatively Avoid bright-white clothing, stripes or checks Avoid tinted lenses if you were glasses

16. Delivering the Message: How to look Keep gestures to a minimum If seated, use trick of the trade Avoid sitting in a chair that rocks or spins Avoid nervous habits, such as tapping a pen Do not look bored, nod during statements you dont agree with, or wipe your brow or nose Be careful during introductions and closings Critical points when audience impressions are formed

17. After the Interview Reporters may not know exactly when a story will run The headline, or teaser, may not jibe with the story – usually more sensational Dont be too effusive in thanking the reporter If the reporter has made a significant mistake, contact the News Bureau to discuss your options in seeking a correction