It is important that the media have a high level of trust with the university relations staff at Dakota Wesleyan University. By following these guidelines, a cooperative system of giving information to the media effectively and receiving positive coverage from them can be established.
Projecting a positive image
In times of crisis or other serious concern, or when detailed information about a specific topic deems it necessary, the president may appoint another spokesperson for DWU, or serve in that capacity himself/herself. In such instances, the vice president for university relations will be informed, allowed to offer professional advice and will be involved in developing an agreed upon strategy for handling the media or statement to the press. Appropriate administrators, faculty and staff will be informed of the strategy or statement.
Releasing university information
For the same reason, the vice president for university relations should attend President’s Council and Directors’ Council meetings, as well as meet periodically with appropriate faculty groups to remain aware of campus activities and programs.
Finally, it is important to note that while all departments on the DWU campus provide interesting, beneficial, educational and innovative programs and activities, not all activities will be considered newsworthy to the media. The university relations staff will make the best effort in writing news releases and finding the newsworthy angle to a story idea, but can in no way force a media outlet to print or broadcast a story about DWU.
All sports story ideas should go to the sports information director.
Interviews and contact people
Occasionally, the vice president for university relations will arrange for an administrator, faculty or staff member to meet with a media representative for an interview. The VPUR will offer as much assistance as requested or necessary in such a case.
If the information requested by the media is sports related, the sports information director should be contacted. All coach or athlete interviews should be scheduled through the sports information director.
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Last updated: 7/9/09