Media Relations Best Practices

Reporting the News

The method of news sharing will be at the discretion of the News & Media Relations team and determined on a case-by-case basis in order to maximize publicity for an announcement or event. Tactics used by Drexel’s News & Media Relations team include: 

News releases

News releases are reserved for newsworthy items about the University. When possible, submit information for a news release three weeks in advance and include high resolution photos when appropriate.

Media pitches

Sometimes, the News & Media Relations team will choose to “pitch” a story to one or more reporters directly rather than issue a news release. Usually, this one-on-one contact allows us to share the idea to the reporter and provide immediate feedback should the reporter have any questions.

Expert tips

When a current event coincides with a faculty or professional staff member’s area of expertise, we will suggest that person as an expert to the media. If there is breaking news within your area of expertise and you are available for comment, please contact the member of the News & Media Relations team assigned to your college/school/department immediately so that the media relations team can put you in touch with relevant reporters.

Press conferences

There are times when news at the University warrants a press conference. This method of communication is reserved for major announcements. Please remember that we cannot guarantee media coverage. The publication or airing of a story depends on a variety of factors, including the number of staff available at a media organization to work on a story, space in a publication or air time, the emergence of breaking news or a similar story that has been reported recently.

How do I Know if my Story Idea is Newsworthy?

Please contact the appropriate member of the News & Media Relations team with any story ideas you have, and together it will be determined if it is newsworthy. Even if the item is not deemed newsworthy for external media, we may include it on the University’s website or Drexel’s internal communications outlets. Generally, journalists rely on the following factors to determine whether a story idea is newsworthy:

  • Conflict/Controversy – Are there opposing viewpoints?
  • Human Interest – Does the story share something about the human experience? Does it put a human face on a concept, idea, or current event?
  • Impact – How does the story affect readers/listeners/viewers?
  • Prominence – Does the story include a well-known person, organization, or place?
  • Proximity – Is the story local? Can readers/listeners/viewers relate to it?
  • Timeliness – Is the story relevant today?
  • Unusual – Does the story relay an out-of-the-ordinary experience? Is this the first, last or biggest?

Talking to the Media

During a Media Crisis or Other Institutional Issue

Faculty and professional staff are welcome to talk to reporters about topics within their area of expertise. However, when faculty or professional staff members are asked to comment on an institutional question or an issue that relates to the entire institution, the reporter should always be referred to the Vice President of Strategic Communications. The Vice President of Strategic Communications in collaboration with the Executive Director or the News & Media Relations team will determine the appropriate spokesperson on behalf of the University.

About Your Area of Expertise

When a member of the news media contacts a faculty/professional staff member to comment on a topic within their area of expertise (e.g., a faculty member’s academic research or area of academic specialization), the faculty/professional staff member may answer questions immediately. However, if the faculty/professional staff member prefers to give some thought to the questions before answering, or if they have questions about the interview and how to respond, we recommend the faculty/professional staff member take the reporter’s telephone number and return the call as soon as possible. Faculty/professional staff faced with this situation should consult with a News & Media Relations team member who can share information about the reporter, the angle the story is likely to take, other stories the reporter may be researching or writing at the time and any other background information that may be helpful in advance of the interview. Faculty and professional staff can also contact the appropriate communications staff within their college/school/department to assist with preparation for the interview. The News & Media Relations team should be informed about all interviews conducted by faculty and professional staff. Please send an email to the team member assigned to your college/school/department in addition to the designated communications staff within your college/school/department.

Opposite-Editorial Pieces for faculty

Opposite-editorials (op-eds) are opinion essays written by experts that are typically published on the page opposite the editorial page in newspapers. Op-eds provide an opportunity for faculty to use their expertise on topics in the news to clarify or correct what has been reported in the press, to provide a new perspective on the issue or to call for further action. 

Publication of op-eds written by faculty can call attention to the quality of Drexel’s faculty and indirectly highlight the quality of the University’s academic programs. The News & Media Relations team provides assistance in placing op-ed articles in local and national newspapers. By regularly working with op-ed editors, the team remains up-to-date on current trends in newsrooms and current contact information for the major op-ed editors.

Op-eds appear in general-circulation newspapers and are designed for all audiences. The writing level of an op-ed page may be slightly above that of news pages (generally seventh to ninth grade level), but not much higher. Op-eds usually have an 800 word limit. We can assist faculty by providing editing advice and information about journalistic style. Op-eds need to follow the Associated Press Style Guide and accepted journalistic writing practices, which are different from the requirements of academic journals. The News & Media Relations team also can be helpful in suggesting topics, narrowing a topic, editing and other tasks.

Publicizing Faculty Research Findings