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LSU OFFICE OF COMMUNICATIONS & UNIVERSITY RELATIONS Campus

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LSU OFFICE OF COMMUNICATIONS & UNIVERSITY RELATIONS Campus Communicators ~ November 5, 2009 THE CHANGING FACE OF LSU TODAY Which of the following BEST represents the ... – PowerPoint PPT presentation

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Title: LSU OFFICE OF COMMUNICATIONS & UNIVERSITY RELATIONS Campus


1
LSU OFFICE OF COMMUNICATIONS UNIVERSITY
RELATIONS
  • Campus Communicators November 5, 2009

2
MEDIA RELATIONS BEATS
Presenter Kristine Calongne, Assistant Vice
Chancellor for Communications
3
MEDIA RELATIONS BEATS
Director of Media Relations
  • Crisis-related stories
  • EOC
  • LSU Sesquicentennial
  • Office of the Chancellor
  • Office of the Executive Vice Chancellor Provost
  • Office of Academic Affairs
  • Legislative Affairs
  • Board of Regents
  • Police Reports/LSU Police
  • Campus/Public Safety
  • Facility Services
  • LSU System
  • LSU Foundation/Forever LSU Campaign
  • LSU Alumni Association
  • Athletic Department
  • TAF
  • Academic Center for Student Athletes

4
MEDIA RELATIONS BEATS
Ernie Ballard, Senior Editor
  • LSU Wire
  • Legislative Affairs
  • Office of the Dean of Students
  • Recruiting/Admissions/Student Aid Scholarships
  • Office of Enrollment Management
  • Student Life/First-Year Experience
  • LSU Foundation/Forever LSU
  • Honors College
  • LSU Child Care Center
  • U.S. Civil War Center/ Civil War Book Review

5
MEDIA RELATIONS BEATS
Ernie Ballard, Senior Editor
  • College of Arts Sciences
  • Dept. of Aerospace Studies
  • Dept. of Military Science
  • Dept. of Communication Studies
  • Black Box Theater
  • Dept. of Communication Sciences Disorders
  • Speech, Language Hearing Clinic
  • Dept. of English
  • Readers Writers
  • Southern Review
  • The Eric Voegelin Institute
  • Dept. of Foreign Languages Literatures
  • Center for French Francophone Studies
  • Dept. of French Studies
  • Dept. of Geography Anthropology
  • FACES Lab
  • Dept. of History
  • Dept. of Math
  • Dept. of Philosophy Religious Studies
  • Dept. of Political Science

6
MEDIA RELATIONS BEATS
Ernie Ballard, Senior Editor
  • College of Arts Sciences
  • Dept. of Psychology
  • Psychology Services Center
  • Dept. of Sociology
  • Womens Center
  • Womens Gender Studies
  • Writing Center
  • Linguistics Program
  • LSU Press
  • E.J. Ourso College of Business
  • Dept. of Accounting
  • Dept. of Economics
  • Dept. of Finance
  • Center for Internal Auditing
  • Dept. of Information Systems Decision Sciences
  • Dept. of Management
  • Dept. of Marketing

7
MEDIA RELATIONS BEATS
Ernie Ballard, Senior Editor
  • E.J. Ourso College of Business (cont.)
  • MBA Program
  • Public Administration Institute
  • Center for Virtual Organization Commerce
  • SMART Lab
  • LA Business Technology Center

8
MEDIA RELATIONS BEATS
Ashley Berthelot, Science/Research Editor
  • Office of Research Economic Development
  • Office of Technology Transfer/Intellectual
    Property
  • Office of Sponsored Programs
  • National Center for Security Research Training
  • Law Enforcement Online
  • Law Enforcement Training Program
  • National Center for Biomedical Research and
    Training
  • Academy for Counter-Terrorist Education
  • Anti-Terrorism Assistance Program
  • Fire Emergency Training Institute
  • Engineering Research in Industrial Safety and
    Security Program

9
MEDIA RELATIONS BEATS
Ashley Berthelot, Science/Research Editor
  • Center for Life Course and Aging
  • LA Space Consortium
  • Office of Sea Grant Development
  • LSU Hurricane Center
  • Disaster Science and Management
  • CAMD
  • Center for Energy Studies
  • LA Applied Educational Oil Spill Research
    Development Program
  • LA Geological Survey
  • Southern Regional Climate Center
  • Office of State Climatology
  • College of Basic Sciences
  • Biodynamics Institute
  • Dept. of Biological Sciences
  • Dept. of Chemistry
  • Dept. of Computer Science (Robotics Research Lab)
  • Dept. of Geology Geophysics

10
MEDIA RELATIONS BEATS
Ashley Berthelot, Science/Research Editor
  • College of Basic Sciences
  • Dept. of Physics Astronomy
  • School of Veterinary Medicine
  • School of the Coast Environment
  • Coastal Ecology Institute
  • Coastal Fisheries Institute
  • Coastal Marine Institute
  • Coastal Studies Institute
  • WAVCIS Program
  • Dept. of Environmental Studies
  • Dept. of Oceanography Coastal Sciences
  • Wetland Biogeochemistry Institute
  • LSU Museum of Natural Science
  • LSU Center for Computation Technology
  • CADGIS Research Lab

11
MEDIA RELATIONS BEATS
Aaron Looney, Editor
  • Online Media Center
  • LSU Sesquicentennial
  • College of Music Dramatic Arts
  • School of Music
  • Dept. of Bands
  • LSU Opera
  • Swine Palace Productions
  • Dept. of Theatre
  • College of Art Design
  • CADGIS Research Lab
  • School of Architecture
  • Office of Community Design Development
  • School of Art
  • Art History
  • Ceramics
  • Graphic Design
  • Interior Design
  • Sculpture
  • Foster Art Gallery
  • School of Landscape Architecture

12
MEDIA RELATIONS BEATS
Aaron Looney, Editor
  • LSU Libraries
  • Special Collections
  • Rare Book Collections
  • Louisiana and Lower Mississippi Valley
    Collections
  • McIlhenny Natural History Collection
  • Political Papers
  • Hill Memorial
  • Acquisitions/Collections
  • T. Harry Williams Center for Oral History
  • School of Library Information Science
  • Graduate School
  • School of Social Work
  • Residential Life
  • Residential College Program
  • Centers for Excellence in Learning Teaching
  • LSU Dining Services

13
MEDIA RELATIONS BEATS
Aaron Looney, Editor
  • College of Agriculture
  • Dept. of Agricultural Economics Agribusiness
  • Dept. of Agronomy
  • Dept. of Animal Science
  • Dept. of Biological Agricultural Engineering
  • Dept. of Dairy Science
  • LSU Creamery/Dairy Store
  • Dept. of Entomology
  • Dept. of Experimental Statistics
  • Dept. of Food Science
  • School of Forestry, Wildlife Fisheries
  • Dept. of Horticulture
  • School of Human Ecology
  • Textile Costume Museum
  • Dept. of Poultry Sciences
  • Dept. of Plant Pathology Crop Physiology

14
MEDIA RELATIONS BEATS
Billy Gomila, Editor
  • Daily Clips
  • LSU Board of Supervisors
  • College of Education
  • Dept. of Curriculum Instruction
  • Dept. of Educational Leadership, Research
    Counseling
  • Dept. of Kinesiology
  • LSYOU
  • University Laboratory School
  • Manship School of Mass Communication
  • Public Policy Research Lab
  • Office of Student Media
  • Pre-Doctoral Scholars Institute
  • International Programs
  • Academic Programs Abroad
  • International Cultural Center

15
MEDIA RELATIONS BEATS
Billy Gomila, Editor
  • International Studies Program
  • Office of Student Life
  • Student Organizations
  • Greek Affairs
  • Communicating Across the Curriculum
  • Service Learning Program
  • University Recreation
  • Career Services
  • Continuing Education
  • Office of Independent Study
  • Lagniappe Studies Unlimited
  • Non-credit Programs
  • Computer Training Program
  • Corporate Custom Training
  • Paralegal Studies Program
  • Professional Development
  • Youth Programs
  • Science/Social Studies Fair

16
MEDIA RELATIONS BEATS
Billy Gomila, Editor
  • Continuing Education (cont.)
  • Off-Campus Extension Credit Programs
  • LSU Health Center
  • LSU Mental Health Service
  • Dept. of Wellness Education
  • Office of Disability Services
  • Office of Strategic Initiatives
  • McNair Program

17
MEDIA RELATIONS BEATS
Melissa Foley, LSU Today Editor
  • LSU Today
  • Online Media Center
  • LSU Online Calendar
  • University Special Events
  • Candlelight Celebration
  • Holiday on Campus
  • Fall Fest
  • LSU Salutes
  • MLK Celebration
  • Black History Month
  • Homecoming
  • ROTC Program
  • LSU Union
  • Student Government
  • Rural Life Museum/Burden Research Plantation
  • LSU Hilltop Arboretum
  • LSU Museum of Art
  • Office of Multicultural Affairs
  • African American Cultural Center

18
MEDIA RELATIONS BEATS
Melissa Foley, LSU Today Editor
  • African African American Studies
  • Womens Center
  • University Registrar
  • Faculty/Staff Senate

19
MEDIA RELATIONS BEATS
Presenter Kristine Calongne, Assistant Vice
Chancellor for Communications
20
LSU MEDIA RELATIONS
What can
  • do for you?

Presenters Ernie Ballard, Senior Media
Relations Editor, and Ashley Berthelot,
Science/Research Editor
21
MEDIA RELATIONS
  • Improve LSUs image through the media
  • Positive, accurate news coverage
  • Cultivate relationships with reporters
  • Types of stories
  • Research
  • Faculty/student accomplishments, awards
  • Local, regional, national, international
  • Strategic, Proactive

22
MEDIA RELATIONS
  • Understanding the media
  • Everyone wants coverage
  • Must be newsworthy
  • Timeliness
  • All news is local
  • Man bites dog
  • If it bleeds, it leads
  • Unfortunately, we do not control the media. No
    matter how great the story is, they may not cover
    itand probably wont give you a reason why they
    didnt

23
WAYS WE WORK WITH THE MEDIA
  • Respect their deadlines
  • Answer media requests
  • Set up interviews
  • Provide LSU experts
  • Morning show guests
  • Escort media on campus and/or sit in on
    interviews
  • Crisis communications
  • Editorial boards
  • Write and send out press releases
  • Provide background information for a story
  • Set up and attend press conferences/press events
  • Credentials
  • Pitch story ideas

24
WHAT IS A PRESS RELEASE?
  • Invitation to the media to cover the press
    release topic. Media outlets may
  • Run the full release
  • Do their own version of the story (conduct
    interviews, take their own pictures, use their
    own quotes, etc.)
  • Only call for an interview or for additional
    information
  • Not cover the story at all

25
THE PRESS RELEASE PROCESS
  • Contact your beat person about a story
  • Work through details of the type of story or
    press release that will be written
  • Send Media Relations the information/have
    interviews conducted
  • Could be a draft press release or just the bare
    bones of a story

26
THE PRESS RELEASE PROCESS
  • Media Relations will put together a draft press
    release
  • Written in AP Style
  • You will be given the chance to look over it for
    any changes or corrections
  • Press release will be distributed to our media
    list and internal outlets (LSU Today, online news
    release database, LSU Web site)

27
PITCHING TO THE MEDIA
  • How?
  • Develop relationships with media (local,
    regional, national)
  • Follow trendswhos reporting what, and where?
  • Bacons guides for contact, beat lists, and
    general distribution
  • Eurekalert.org, access to nontraditional forms of
    media
  • Partner with federal agencies, other
    universities, nonprofit organizations

28
PITCHING TO THE MEDIA
  • Benefits
  • Placements ensure exposure of researcher,
    department, college, university
  • Funding agencies require outreach and proof of
    outreach Broader Impacts
  • Recruiting (lab, department, college, university)
  • Adds importance, relevance in the eyes of the
    general public (I saw that on the Today show!)
  • Reminds audiences that we (LSU) play a key role
    in research that connects us to the rest of the
    worldalso benefits us directly

29
PITCHING TO THE MEDIA
  • Realities
  • Us against the worldnot going to occur every
    day, even every week
  • Meat of the story has to be bigger than LSU but
    driven by LSU researchers
  • Media are fickle a journalist may pursue your
    researcher for a story and then drop the issue
    when a bigger, more timely story comes along
  • Dependent on availability and willingness of
    researchersthey must be ready to talk to the
    press if we pitch their story

30
LSU MEDIA RELATIONS
What can
  • do for you?

Presenters Ernie Ballard, Senior Media
Relations Editor, and Ashley Berthelot,
Science/Research Editor
31
LSU TODAYLSUS FACULTY/STAFF NEWSLETTER
Presenter Melissa Foley, LSU Today Editor
32
THE CHANGING FACE OF LSU TODAY
How favorable are you to receiving LSU Today via
e-mail or Web site only?
33
THE CHANGING FACE OF LSU TODAY
  • Comments from Survey Participants
  • Would prefer e-mail or at least e-mail that it is
    available on Web
  • Prefer Web site only or opt in e-mail option
  • Web site would be better than e-mail
  • I am more likely to look at it online
  • I would prefer thissaves paper I won't miss
    issues that don't get delivered
  • Printing it is a waste of money
  • The paper version is a waste and not very green
  • I think e-mail/Web site is a greener option, but
    I still wouldn't read it

34
THE CHANGING FACE OF LSU TODAY
Which of the following BEST represents the area
in which LSU Today could improve? Please select
only one.
35
THE CHANGING FACE OF LSU TODAY
  • LSU Today Switching to E-mail Newsletter
  • Start to receive LSU Today e-mail
    newsletter/Combining LSU Today with LSU Wire
  • Friday, November 6Begin weekly newsletter
  • Monday, November 9Begin daily newsletter
  • LSU Wire subscribers will automatically be
    subscribed to the new LSU Today weekly newsletter
  • Can choose to subscribe daily or remain weekly
    like current LSU Wire format
  • www.LSU.edu/LSUtoday

36
COST SAVINGS PRINT VERSUS E-MAIL
  • Print
  • 1,618.34 for printing 7,000 biweekly (with 24
    issues published yearly)
  • Approximately 200 for mailing costs biweekly
  • 38,840.16 annual printing cost 4800 annual
    mailing cost
  • 43,640.16 Annual Cost
  • E-mail newsletter
  • Approximately 1,350 for annual contract with
    Constant Contact
  • 1,350 Annual Cost
  • 42,290.16 Annual Savings

37
LSU TODAY WEEKLY
  • Headlines/highlights (links to stories published
    by LSU that appear on the LSU Web sitesimilar to
    the LSU Wire)
  • Around LSU (brief information that does not
    appear on the LSU Web site)
  • LSU in the News (links to media clips concerning
    LSU)
  • Flagship Faculty
  • Weekly Calendar
  • Quick Links
  • This Week in Pictures (link to photo gallery of
    events during the week)

38
LSU TODAY DAILY
  • Headlines (links to stories published by LSU that
    appear on the LSU Web sitesimilar to the LSU
    Wire)
  • Around LSU (brief information that does not
    appear on the LSU Web site)
  • LSU in the News (links to media clips concerning
    LSU)
  • Calendar
  • Quick Links

39
LSU TODAYLSUS FACULTY/STAFF NEWSLETTER
Presenter Melissa Foley, LSU Today Editor
40
WORKING WITH THE NEWS MEDIA
Presenter Kristine Calongne, Assistant Vice
Chancellor for Communications
41
WORKING WITH THE MEDIA
  • If you get a media call, call University
    Relations!
  • Be careful what you put in print. Reporters
    always end up with copies of broadcast e-mails,
    letters to faculty, etc.
  • Freedom of Information Act The media can request
    copies of all public recordsfiles, documents,
    e-mails, text messages,
    phone records.
  • Remember the brother-in-law rule
  • In a group of 30 people, one of them knows or
    is related to a reporter. Therefore, once a
    companys secret is known by 30 people, a
    reporter is going to somehow find out. Media
    Training 101

42
WORKING WITH THE MEDIA
  • Go with your gut If something happens that could
    potentially turn into a negative for the
    University, call us. We can help plan a strategy.
  • Help us be proactive. We dont want our
    constituents to hear bad news from the media.
    We should deliver it.

43
UNDERSTANDING THE NEWS BUSINESS
  • Reporters have a job to do Get the story!
  • Some stories will be positive, some negative.
  • It is not a reporters job to be an LSU
    cheerleader.
  • You are not entitled to a favorable interview,
    only a fair one.
  • The media will not cover LSU every day.
  • Reporters have lives, too.
  • Reporters do a new story each day. Tight
    deadlines, need a quick response
  • News stories are for 8th graders. They WILL
    simplify your topic.

44
UNDERSTANDING THE NEWS BUSINESS
  • Reporters are not experts in your field thats
    why they are coming to you!
  • Dont ask to see the story before it runs.  
  • If you establish relationships with reporters
    during good times, they may go easier on you in
    bad times.
  • A press release is an invitation to the media to
    do a storyyou must be available.
  • If it bleeds, it leads.
  • The ordinary, expected is not news Dog bites
    man no story.
  • The unusual, unexpected is newsMan bites dog
    story.

45
UNDERSTANDING THE NEWS BUSINESS
  • Big news for LSU may not be big news for the
    press ribbon cuttings, ground breakings, Web
    site launches.
  • Why does the average person care?

46
BECOME APPEALING TO THE MEDIA
  • Find a way to relate your story/event to the
    general public.
  • Think visually (photos, videos).
  • Dont pitch an idea unless its really
    newsworthy.
  • Dont hold a press conference unless the subject
    matter truly calls for one.

47
HOLDING A PRESS EVENT
  • Consider time of day, day of week.
  • What else is going on that day?
  • Make life easier for the press
  • Provide graphics, photos, artist renderings, and
    photo opportunities.
  • Choose a venue that works for the media seating,
    lighting, restrooms, parking.
  • Feed them!

48
REALITY CHECK
  • Make sure your dean, department head, or boss has
    a realistic expectation regarding media coverage.
  • Be honest with co-workers, supervisors during the
    planning process.
  • Never guarantee media coverage.
  • Speak up! We can help you.

49
RELUCTANT FACULTY? GIVE THEM A NUDGE!
  • Reporters can help you tell your story.
  • Media coverage helps promote LSU, your
    department, and yourself.
  • Media coverage can get you FUNDED!
  • Media training helps.
  • Dont force the issue.

50
DONT FORGET
  • Reporters are not the enemy (but they are not
    your friends either).
  • Never let them see you sweat!
  • Never agree to a spur-of-the-moment interview of
    any kind.
  • Be prepared.

51
BE PREPARED
  • Ask what the interview topic is.
  • Is the person they want to interview the right
    person? You can suggest others.
  • Ask how long the interview will be.
  • Make sure interviewee knows the topic, help
    him/her make notes, craft messages, practice.
  • Ensure that the interviewee knows the Five Ws
    of the situation Who, What, When, Where, and
    Why.
  • Will the department or LSU be taking new action?
  • Interviewee should know what he/she wants to say.

52
CREATE KEY MESSAGES
  • No more than three key messages.
  • Make them short, simple.
  • Describe your issue in 10 words or less.
  • Average sound byte is seven to nine seconds, even
    print quotes are short.
  • Long quotes do not get usedbut they do get
    edited!

53
KEY MESSAGES
  • This is your chance to control the message.
  • Restate messages as often as possible.
  • Use punchy, powerful language.
  • Dont make promises.
  • Avoid industry jargon or technical language.
  • Avoid slang expressions.

54
ANTICIPATE TOUGH QUESTIONS
  • Write down every question you DONT want to hear
    and prepare an answer.
  • Let Media Relations help you.
  • Practice answers in the mirror.
  • Interviewee should not get upset, angry,
    agitated.
  • Dont answer questions that deal with blame,
    responsibility, speculation, liability, or
    damages.
  • Expect dumb questions.

55
ADVISE THE INTERVIEWEE
  • Dress professionally, conservatively.
  • Blue is best.
  • Avoid patterns, red and white, and distracting
    jewelry.
  • Be aware of body language.
  • Be aware of your tone, facial expressions,
    posture, and speaking voice.
  • Dont fidget, squint, sigh, or roll eyes.
  • Look at the reporter, not the camera.

56
CONTROL THE INTERVIEW
  • Set the time limits, whenever possible.
  • State your messages.
  • If the interview gets off track, pull it back.
  • Keep it positive.
  • Dont repeat negative questions/statements.
  • Focus answers.
  • Answer the question, then stop talking.
  • Embrace the silence!
  • Decide in advance what you DO NOT want to say.
  • If in doubt, leave it out!
  • If you dont know, say so offer to get the
    answer.

57
CONTROL THE INTERVIEW
  • Its OKAY to correct a reporter.
  • Whenever possible, bridge back to your key
    messages.
  • Use bridging phrases such as
  • Whats important to remember is
  • You should also know that
  • What is key here is
  • I cant comment on pending litigation, but what I
    can tell you is

58
WHAT NOT TO DO
  • Dont go off the record.
  • Dont speak off camera.
  • Dont assume the mic is off.
  • Dont think the reporter is your buddy.
  • Beware of the friendly chit chat.
  • Never let your guard down.
  • Dont get angry or violent.
  • NEVER lie.
  • Dont speculate or guess.
  • Youll be held accountable later.

59
WHAT NOT TO DO
  • Dont say no comment.
  • It makes it look like you have something to hide.
  • Instead, think of what you CAN say.
  • Dont wing it.
  • Dont make things up.
  • Dont get defensive.
  • Dont be arrogant.
  • Dont try to be funny, cute, sarcastic.
  • Your tone will not be evident in print.
  • Your joke on camera can be edited.

60
WHAT TO DO
  • Consult with Media Relations.
  • Return reporters calls quickly.
  • Be patient with reporters questions.
  • Be honest and up front.
  • Be confident.
  • Try to understand the news business.

61
LSUS MEDIA RELATIONS DEPARTMENT
  • Kristine Calongne
  • 578-5985
  • Ernie Ballard
  • 578-5685
  • Aaron Looney
  • 578-3871

Ashley Berthelot 578-3870 Billy
Gomila 578-3867 Melissa Foley 578-3869
62
WORKING WITH THE NEWS MEDIA
Presenter Kristine Calongne, Assistant Vice
Chancellor for Communications
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