Anytime a member of the media reaches out to you as a representative of the University, please contact Jyl Hall. UMAC loves to know about media interviews so we can help you prepare for the reporter, craft talking points, and watch for the piece to be published.
Preparing for Media Interviews
Why Engage with the MEDIA
- Every time UT faculty, staff, or students are quoted by a trusted news source, it lends credibility and prestige to the University, establishes UT as a trusted source of information and knowledge, and promotes and strengthens our brand.
- Information coming straight from the expert on the subject matter (rather than a public relations representative) lends more credibility to the story and University.
- Being mentioned in articles is worth millions of dollars in recognition. This past year, UT was mentioned in 18,500 media pieces, worth $525,989,549 in ad value equivalency.
PREPARING FOR AN INTERVIEW
When a reporter reaches out to interview you, don’t feel pressured to participate in an interview immediately. Rather, ask for his/her name, publication, phone number, deadline, and details on what information they’re looking for. Then take some time to complete the following steps and get back to them before their deadline.
- Contact UMAC. We can help craft key messages, answer any questions you may have, and provide any tips on how best to interact with specific outlets and reporters.
- Craft key messages.
- Practice saying your key messages out loud.
Participating in Media Interviews
- Interviews can be in person, on Zoom, over the phone, or via email. If there is a format that works best for you, ask the journalist if you can conduct the interview in that way.
- Interviews can be short, so be prepared to share everything you want the community to know in a manner that is clear and concise.
- More often than not, journalists are not trying to “get you.” Rather, they are trying to inform their audience on important and timely topics. If you do get asked tough questions, don’t get defensive; know the journalist is trying to fully understand the story. Answer their question quickly and honestly, then transition back to your key messages.
- If you don’t know the answer to a question, don’t guess, assume, or say you can’t answer that question; rather,
say something like: This is not my area of expertise/ this is not public information, so I can’t speak to that. What I can tell you is … - News articles are objective and fact-based, but quotes add interest to the piece. Use fun, descriptive language that shows your personality and the passion you have for the subject matter.
- When talking to the journalist, speak in a conversational, even tone. Stick to your key messages and deliver them concisely.
- When representing Utah Tech, do not speak negatively about the University or its people.
- You never are truly off the record; don’t say anything you don’t want included in the story.
- The last question a journalist always asks is, “Is there anything else you’d like to share that I didn’t ask?” Prepare for this question and use it to concisely summarize your most important information or share any key messages you haven’t mentioned yet.
- Journalists will not show you a story before publishing to approve; please be respectful and don’t ask to see the story. (UMAC is different; we are happy to let you approve articles and press releases we create on behalf of UT.)
- If you are participating in an on-camera interview, do not use hand gestures near your face. If you need to prevent yourself from doing so, hold your hands together at your waist; they will not appear on camera, as journalists shoot interviewees from the chest up. Also, be sure to look at the reporter instead of directly into the camera and use a well-lit setting. When appropriate, be sure UT branding is showcased in the background.
Creating Key Messages
Use the attached Key Message worksheet to draft key messages that you will use to answer the journalist’s questions. Be sure to practice saying your key messages before your interview. They don’t have to be recited verbatim but help you identify the most important information to use to answer the reporter’s questions. Use the following tips to help you fill out the worksheet.
Be understandable
- Identify what is most important for your audience to know
- Eliminate jargon — explain the subject matter like you’re talking to a 10-year-old
- Provide any background information necessary for the audience to understand why this topic is important
or coming to light now - Use everyday analogies to make technical information more understandable
Be accurate
- Include all the details someone who has never heard of this subject before would need to know: who, what,
where, when, why, how, cost - Do not necessarily accept the reporter’s statements and questions as fact; rather, share only what you
know to be true
Be concise
- Convey each point in 25-50 words. Sound bites about are only about 20 seconds long
Be relatable
- Identify who needs to know this information and talk to them; remember, the reporter isn’t your audience, you are talking to who is consuming the reporter’s story
Institutional Key Messages
In all of its messaging, Utah Tech University uses at least one of our 8 key messages to share the core values and mission of the University. If possible, incorporate any relevant University-wide key messages into your subject-specific key messages to consistently brand UT and increase our audience’s understanding of a Utah Tech education.
- VALUE: Utah Tech University offers a quality education with nearly 300 academic programs at the most affordable university tuition cost in Utah.
- “ACTIVE LEARNING. ACTIVE LIFE.”: Utah Tech University provides personalized and hands-on learning experiences that prepare students for meaningful lives.
- OPEN: Utah Tech University is an open-access institution that offers personalized services, diverse teaching methods, and access to open educational resources.
- INNOVATION: Utah Tech University embraces a human-centered approach to problem solving through innovation, technology, and collaboration while incorporating cutting-edge learning practices across all disciplines.
- COMMUNITY & INDUSTRY PARTNERSHIPS: Utah Tech University is closely connected to its community and focuses on shaping students through industry partnerships and experiential, civic, and service learning.
- DESTINATION: Utah Tech University offers unparalleled opportunities for an active lifestyle in a world-renowned community surrounded by striking landscapes and national parks.
- CAREER READY: Utah Tech University prepares students for rewarding careers through personalized and engaged learning opportunities such as internships, clinical experiences, co-ops, program advisory boards, industry partnerships, and workforce pipelines.
- TRADITION: Utah Tech University is built upon a rich pioneering heritage and provides the complete college experience through student life opportunities, Division I athletics, and cultural events.