Case Western Reserve University remains committed to preserving faculty academic freedom and freedom of expression—for which there is an official university policy—the purpose of which is to promote the free exchange of ideas while preserving the safe and efficient operation of the university.
Guidelines advising faculty and staff to contact the media relations office (the media relations representative for their school/college or the general media relations email) are intended to assist by counseling, advising, coordinating, preparing and otherwise supporting university employees when receiving a media interview request.
Experience with media interviews can vary greatly. In fact, some faculty members and staff may not realize that we have a media relations office with University Marketing and Communications that is there to help them. The guidelines below are intended to help explain that, as are media training presentations being offered and available to each school/college.
As with any guidelines, there are inherently gray areas that need clarification—particularly to distinguish between expressing personal opinion, providing insight in your field of expertise and issuing a communication that could be misinterpreted as speaking on behalf of the institution.
With that in mind, here are strategies for distinguishing between personal and professional communications—practical tips about managing interactions with reporters and media related to your scholarship and employment.
- CWRU letterhead, email accounts or other university-branded materials that could imply institutional endorsement should not be used when expressing personal views.
- When expressing personal views to media, indicate that you are speaking on your own behalf, not as an institutional spokesperson.
Consider this a reminder that the media relations office is an asset faculty and staff should be aware of and take advantage of for guidance or even group or one-on-one media training. In the meantime, here are some tips on working with reporters and managing interview requests:
- Reach out for assistance, as we are here to help: Contact the media relations office to help guide and prepare you for the media interview. We can save you time by working with reporters to clarify the topic and arranging logistics (day and time that works best for you; how long it will take; whether the interview is remote, by phone, in-person), and determining whether the media outlet (or reporter) is legitimate and ethical.
- Respond quickly: Journalists work under tight deadlines; the sooner they get a response, the more likely you are to be included in the story.
- Prepare: Identify three main points you want to convey in the interview and practice delivering them.
- Listen: Make sure you understand the question. Ask for clarification if necessary.
- Be direct: Deliver your message in one or two clear and concise sentences. Speak slowly, increasing the likelihood of being accurately quoted.
- Keep it simple: Speak in lay terms for a general audience; avoid jargon.
- Be expressive: Use colorful anecdotes, specific examples and analogies that illustrate your points and in which readers, viewers and listeners can relate to.
- Cite data: When appropriate for the story, facts and figures can clarify and add authority.
- Relax—to a point: Keep it conversational but speak with confidence. Don’t feel the need to fill that awkward silence between questions. Comments provided “on background” or “off-the-record” come with specific “rules” ethical journalists follow. Be sure you understand them in advance (the media relations team can help you with that).