» Marketing and Communication » Media
Effective communication with the media is critical to Northwest Missouri State University’s ability to carry out its mission and promote continued public support for the University.
有效的媒体关系为西北提供了最好的服务：
Print, broadcast, 网络和社交媒体是强大而有影响力的，可以触及各行各业的人. Just think of the millions of people who read daily newspapers; who get their news online through a number of news and social media sources; who listen to newscasts and talk shows on the radio; who view news events on television; and who subscribe to newspapers, magazines and trade journals.
传达这一信息的最有效和最深远的方式之一是通过印刷品, broadcast, online and social media. 通过与媒体的有效沟通, Northwest faculty, staff and students obtain greater public awareness of their achievements and Northwest receives recognition for its efforts in the social, 社会文化和经济生活.
Stories that demonstrate how Northwest is energetically pursuing its mission of excellence and focusing on students not only make a persuasive argument for recruiting top employees and students, 但这些故事也鼓励经济支持.
通过正确地与媒体合作，西北航空公司可以以最好的方式传达其使命.
The university president and the communication manager – or an appropriate designee – serve as official University spokespeople and convey the official University position on issues of general University-wide impact or significance or situations that are of a particularly controversial or sensitive nature. Inquiries from the media about such issues should be referred to the Office of University Marketing and Communication.
在发生危机或紧急情况时, 沟通经理-或适当的指定人员-作为大学的官方发言人, 处理与传媒的所有联系，并协调大学向公众传递的信息. In such situations, all campus departments should refer calls from the media to the Office of University Marketing and Communication.
In many cases, depending on the specific circumstances, other Northwest administrators, faculty and staff will be designated by the Office of University Marketing and Communication to serve as spokespeople on particular issues.
如果西北航空公司的员工被媒体联系, first obtain the name of the reporter, the media organization and, if available, 预计发布信息的时间, broadcast or online. 将这些信息提供给大学营销和传播办公室. In some cases, the Northwest employee may proceed with the interview and should notify the Office of University Marketing and Communication following the interview.
当媒体打来电话时，你必须决定是否接受采访. 为了帮助你做出决定，你可以问以下几个问题：
与媒体打交道的最佳方式是及时、乐于助人和诚实. 所有媒体的联系都应尽快回复. 最多在两到三个小时内回复电话. If that is not possible, contact the Office of University Marketing and Communication and an individual within that office will make contact with the media.
Remember that in responding to the media, 你可以被视为大学的代表和代言人. 个人意见应该被清楚而仔细地识别出来.
不应该与记者讨论的问题是法律问题, 2) personnel issues, 3)涉及大学诚信的问题, 比如道德或可能对他人造成伤害的问题, or 4) a campus crisis or emergency. 将所有此类问题提交给大学营销和传播办公室.
Media inquiries that involve information about specific students should be directed to the vice president of student affairs. Such inquiries will be handled in strict compliance with the Family Educational Rights and Privacy Act (FERPA). 这项联邦法律保护学生教育记录的机密性. Information that may be given by the Office of Student Affairs includes information found in a directory: the student’s full name, local address and phone number, dates of attendance and degrees, honors and certificates received, class level (e.g. freshman), and academic major.
提前向记者询问大概的报道角度，这样你就可以收集到适当的信息, 整理思绪，做好准备.
不要要求记者提交书面问题.
考虑带上自己的录音设备去面试.
试着找出媒体还会采访谁.
试着控制面试的地点.
做好充分的准备，想好你想说什么, and what you do not want to talk about.
Think of the one or two main points or responses that you want to get across before entering the interview, 并掌握相关事实.
写下你希望被问到的问题（简单的和困难的）.
Rehearse responses with a colleague, 大学营销与传播办公室的朋友或个人.
确保你排练过的答案符合“声音片段”测试（非常短）, 陈述句——长度约8秒). 如果不是，那就寻找包含简明的积极断言的替代答案.
虽然记者可能对背景有很好的了解，但不要想当然. 如果可以的话，主动提出把信息发给他们.
让记者知道是否有拍照的机会.
如果电视采访需要化妆，那就化妆吧.
接受电视采访时，避免穿明显的条纹、格子或小图案的衣服. 灰色、棕色、蓝色的西装或裙子是最好的. 灰色、浅蓝色、灰白色或淡色调的衬衫或衬衫是最好的.
在回答之前，先听一听，确保听懂了媒体提出的每一个问题. If you cannot answer the question, or are uncomfortable providing a response, take the reporter’s number and advise him/her that someone who can provide the information will contact him/her as soon as possible. Follow up by contacting the appropriate individual or the Office of University Marketing and Communication.
Do not offer speculations or gossip. 不要用“无可奉告”来回答记者的问题.” According to the trade journal PR News, 65%的民众将“无可奉告”视为认罪. The rule of thumb for responding is to explain why you can’t respond and then offer other useful information. “I can’t respond directly to that because it would violate FERPA regulations (or whatever the reason is); however, what I can tell you is that … .”
Be careful of how you use numbers. 除非你帮助听众理解这些数字的含义，否则听众会感到困惑. Why are the numbers significant? Is it a trend? Are things better or worse? 用一个类比来帮助听者理解数字的意义.
Don’t use jargon. 每个行业或职业都有自己独特的语言. 记住你的目标受众是谁，用他们能理解的语言交流. 不要担心和记者“居高临下地说话”. 这样做比使用没有任何解释的技术术语要好得多.
确保记者理解你的回答. 提供您的电话号码和/或电子邮件地址，以便后续问题.
Don't be lulled into the idea that you are simply carrying on a conversation with the interviewer; you are not. 面试比谈话更正式.
Keep it simple. 大多数记者都在寻找清晰、简单、能被广大读者理解的引语. In other words, speak in “sound bites.”
不要害怕回答你的问题 wish 除了你的问题之外，还有人问你 were asked.
When conducting a television interview, pay no attention to the camera; maintain eye contact with the reporter at all times. 表达观点时不要盯着天空或看着地板. Stay involved. Look attentive.
在电视采访中，肢体语言很重要. 避免明显的不适或紧张的迹象，跺脚，握紧拳头，皱眉. 在椅子上坐直，或者站在一个舒适、警觉的位置. 试着在整个面试过程中保持在那个位置或接近那个位置. 使用小手势和生动的面部表情. 在椅子上身体前倾，调整你的声音来强调重点.
在电视和广播采访中，让你的表情和你的话一致. 如果你有“好消息”，微笑着说出来.
Never, ever lie. 这听起来似乎是显而易见的，但事实并非如此. Inaccuracies can creep in if you feel unprepared and want to say something – anything – in order not to appear uninformed. 如果你手头没有答案，你可以说：“我不知道。.“获取这些信息并把它交给面试官.
在面试过程中，坚持你想要表达的要点. 记住，对媒体来说，一个问题等于一个说出你想要什么的机会. It does not equal an answer.
注意那些有倾向性的问题，不要重复负面的术语.
Don’t be afraid of silence. 说出你想要回答的问题，然后停止. 沉默是面试官的问题，与你无关.
An effective technique that will “flag” the attention of the audience is to highlight key points with such phrases as, “The real issue here is … ” or “Well, the most important thing is … .” This will signal the reporter (and, hopefully, the audience, who, 尤其是在听收音机或看电视的时候, 可能会同时关注几件事情)你的优先级信息即将被传递. 记者们喜欢这些短语，并在每篇报道中寻找它们.
通常，面试官会问你一些与你的日程安排无关的问题. Briefly respond to the question at hand and then bridge from the topic to the one that interests you by saying something like, “That’s absolutely true, 或“您可能有兴趣知道……” .”
最好的受访者是那些积极参与面试的人. 如果一个你想讨论的话题没有出现，你自己问这个问题. 如果你不喜欢一个话题的表达方式，那就重新措辞. Initiate the information. For example, 你可以通过使用具体的例子来支持你的关键主张，使面试更有趣. 这使你不至于仅仅停留在理论层面上.
Avoid complex statistics. 使用百分比或分数（所有学生的一半……），因为它们更容易让人理解.
Press the positive side of what you do.
Don't answer speculative questions.
Avoid going “off the record.”
不要让记者催你匆忙回答. 也许记者的截稿时间到了，但你仍然可以慢慢回答.
在播出或付印之前，不要要求看完整的故事.
告诉记者你可以随时检查引用和事实的准确性.
请记住，记者完全无法控制标题或图片说明, if one or both is misleading, it is rarely the reporter’s fault.
如果你被错误引用，首先要确定你受到了伤害. 如果没有造成伤害，只涉及到轻微的自我扭曲, it is best to ignore the incident. “煽风点火”很少是最好的做法，除非错误的引用非常严重. If it is serious, contact Northwest’s Office of University Marketing and Communication and they will contact the media outlet if necessary. Your position will be explained and, if warranted, 记者将被要求发表或广播澄清, 撤回或另一个故事，更准确地描述你认为是正确的版本.
确保所有信件都包含你所有的联系信息, 所以如果记者想继续采访, he or she knows how to reach you.
Do not send gifts to reporters. 他们接受这些礼物被认为是不道德的.
If you have not already done so, 联系大学营销和传播办公室，让他们知道你参加了面试, the topic of the interview, 媒体渠道和故事播出或出版的时间. In many cases, the Office of University Marketing and Communication will provide a link to the story on Northwest’s online Media Center (86gf.xtrmely.com/media).
与流行的观点相反，录下别人在电话里说的话并不违法. 大多数记者会告诉你他们是否在录音，但他们没有义务这样做.
你总是有可能需要处理负面宣传. First of all, take the call from the media. Not responding to such a request creates the perception that you have something to hide or that the situation is worse than originally thought. 保密意识会延长负面报道的时间. 它可能会使你受到更有害的宣传, and if you let someone else answer for you, chances are the answer will be wrong. 然而，在你回答之前，先问一问：我是否得到了我需要的所有信息? What can I say? Have I formulated a response strategy?
你自己先发布坏消息是有道理的. When you release bad news, you will defuse rumors, enhance your own credibility and, hopefully, shorten the life of the story. 承认自己的过错，但不要说“对不起”.说“澳门网上博彩官方网站很遗憾……”或者“澳门网上博彩官方网站冒了风险，做了错误的估计。.然而，在发布坏消息之前，先研究一下事实. 预测所有可能出现的问题，如果有的话，首先强调好消息. 根据你最希望接触到的人来定制你的信息.
很少召开澳门网上博彩官方网站发布会，即使召开，也只针对意义重大的澳门网上博彩官方网站. 避免下午或周五的澳门网上博彩官方网站发布会.
如果你只是因为太忙而拒绝面试, 记住，记者会去别的地方. He or she may turn to someone who is your competition or who is less qualified to speak with real authority on the subject. 如果你太忙，请联系大学营销与传播办公室.
Don’t even think about demanding that a news item be used because Northwest is an advertiser or because you “know someone.” Nothing turns off a reporter or editor more quickly than the suggestion that because Northwest is an advertiser or has a personal connection or affiliation, your news should get special treatment.
Since positive media solicitation is an integral element of the Office of University Marketing and Communication, 任何能正面描述西北的文章或作品的想法, its faculty, staff and students and their work in the community and beyond should be directed to the Communication Manager. In a similar manner, the Office of University Marketing and Communication should be notified about negative occurrences that are likely to rise to the level of a news story.
Dr. Mark Hornickel
Communication Manager
215 Administration Building
Office: 660.562.1704
Cell: 660.541.2977
Email: mhorn@xtrmely.com
