ADMINISTRATIVE RULE NO: A202
RELATED TO POLICY SERIES NO: 2040
TITLE: NEWS MEDIA CONTACT
In general, the Marketing and Publications Office (MAP) makes contact with the news media on newsworthy items and acts as a liaison between news media and college staff. The intent is not to screen individuals from the news media, but to provide background and support services to help the reporter get the story and best use the time staff have to devote to publicity activities. It also enables MAP to coordinate release deadlines, news conferences, and other publicity activities to avoid conflicts.
1. Responding to News Media Inquiries. If you are called directly by a reporter, please be cooperative and answer the questions or make referrals, but alert the Marketing and Publications Office.
Contact about programs, classes and activities is desirable; however, the staff member or student should use discretion when talking to reporters. Normally, you are expected to comment only on matters within your area of expertise.
It is important never to guess--if you don't know an answer, say so, and get back to the reporter with the information or refer the reporter to MAP if a reporter's questions can best be answered by someone else in the college.
Always inform MAP of the date and nature of any significant media contact.
All media requests for information about the general administration of the college including budget, contract negotiations, policies, and Board actions, should be referred to the appropriate office. If you are unsure of the correct referral, send such requests to MAP. Staff should also refer queries to MAP if they deal with subjects for which responsibility is shared among administrative or academic departments.
2. Working with the News Media. Personalized help working with the news media is available in the Marketing and Publications Office.
3. Initiating News Coverage or Publicity. To initiate media coverage, contact MAP for help targeting the audience for your message and selecting the best publicity method.
a. Submitting Information--If LBCC initiates a story, we give it equally to all interested news media. However, if a reporter initiates the contact, it is the reporter's story and we may give the information without feeling an obligation to notify other media representatives.
b. News--"Hard News" consists of a set of facts that are new, in which the reporters and the public have an interest. Look for the "who, what, when where, why" of the story, and relay the facts to the Marketing and Publications Office.
c. Bread-And-Butter Publicity--Send creative story ideas to the Marketing and Publications Office for use on a continuing basis. Suggestions include programs and teaching innovations, famous "names" visiting the college, student events, cultural series, etc.
d. Features--Features are longer, in-depth stories which take a little more time to arrange and develop, but they may not be totally dependent on timeliness. Send ideas to MAP any time.
4. Calling News Conferences. The news conference is most useful when there is a major announcement to be made--one about which the media will have many questions. It is also useful when a number of people are involved in an event or announcement. News conferences are tools to be used sparingly and should always be coordinated through the Marketing and Publications Office.
DATE OF APPROVAL: 8/13/84
DATE OF REVISION: 11/4/97