Some of the work we do and services we offer at Michigan News:

Handle and credential media at major university events

Write research news and other stories to pitch to media, post on websites including Gateway, social news channels

Curate, write and promote stories for university initiatives including Arts & Culture, Stories of our State, Public Engagement, Academic Innovation, Sustainability.

Conduct media training for faculty, administrators

Produce live and recorded interviews in Michigan News Studio with  satellite or LTN for TV and Comrex/IP system for radio interviews

Produce experts advisories and videos; pitch experts on big news of the day to targeted media

Produce multimedia story packages for widespread sharing

Manage university’s membership to The Conversation U.S.

Advise, edit and distribute news releases from units

Manage multiple OVPC content and websites: Arts & Culture; Michigan Today; Michigan News; India News; Spanish; Portuguese; Chinese; Global Michigan; Engaged Michigan; translate releases in four languages

Manage social media news sites: Michigan News Twitter, Michigan News Facebook; Spanish; Portuguese; Chinese (Weibo, WeChat); Indian

Respond to media inquiries daily

Produce daily news clips report for 800+ internal subscribers

Produce In The News items daily for the Record, Gateway

Produce special clips/analytics for major outreach projects

Conduct international travel for research and project stories

Travel with president, deans and other executive officers overseas, arrange media interviews with international news outlets

Preparing for an interview

• Understand that reporters are usually working on a deadline. Call back right away. When a reporter calls you, always find out what kind of deadline he or she is facing.
• Ask for the reporter’s name and the media organization for which he or she is reporting. However, it’s best not to play favorites when deciding whether or not to grant an interview to a specific reporter. It may seem like a good idea in the short run, but in the long run it will damage your relationship with reporters and may come back to haunt you.
• When a reporter calls requesting an interview, you have a right to ask the subject of the interview and some sample questions. If you need time to collect your thoughts and the reporter’s deadline allows, offer to call back later at a specific time and follow through.
• Don’t let yourself be ambushed by the media. If a reporter shows up in your office or calls at a time when you are unprepared, reschedule the interview for a time when you feel comfortable. If you need guidance, call Michigan News at 734-764-7260.
• Think of two to three main points you would like to make about your subject. Gather facts, figures and anecdotes to support your points. Anticipate questions the reporter might ask and have responses ready.
• Have printed materials to support your information whenever possible in order to help the reporter minimize errors. If time allows, offer to fax or mail the reporter printed information in advance of the interview.
• Be aware that reporters’ schedules are determined by the “breaking” news of the day. Do not be offended if an interview gets canceled or rescheduled because a more urgent story arises.

During the Interview

• If you are being interviewed by phone, the reporter is required by law to tell you when you are being recorded. If you’re not certain, you should ask.
• Begin at a basic level. Avoid academic or technical jargon; explain special terms if you must use them.
• Be brief! We live in the age of the sound bite. Television and radio stories may use only a 10-30 second cut. The shorter your comments, the less likely they are to be edited. Even print reporters are looking for short, snappy quotes.
• There are five C’s to success:
  • Speak with conviction in a conversational manner while retaining your composure.
  • Be confident- you are the expert.
  • Be colorful- tell stories and anecdotes that illustrate your point; give examples.
• Stick to your main points and do not allow yourself to get drawn too far off on tangents. Most people make the mistake of talking too much. Repeat your points if necessary to get back on track.
• Speak in complete thoughts. The reporter’s question may be edited out and your response should stand on its own.
• Don’t overestimate a reporter’s knowledge of your subject. When a reporter bases a question on information you believe is incorrect, do not hesitate to set the record straight. Offer background information where necessary.
• If you do not understand a question, ask for clarification rather than talking around it. If you do not have the answer, say so. Tell the reporter where to find the information, if possible.
• Never say, “No comment.” Instead, if you cannot or do not choose to answer, explain briefly. For example, “It is our policy not to discuss lawsuits currently in litigation” or “I can’t answer that because I haven’t seen the research paper you are referring to.”
• Avoid saying things “off the record.” Reporters may or may not honor this, and it annoys them. If you don’t want to hear it on the evening news, you had better not say it.
• Be honest. Don’t try to conceal negative information; rather, let your interviewer know what you are doing to solve a problem.

Tips on Broadcast Media

• For television interviews, plan to wear solid-color clothing. Stripes, plaids or other designs can cause problems with color TV pictures. Avoid large, jangling or reflective jewelry.
• Look in a mirror, if possible, just before going on camera. The reporter may not tell you that your collar is folded over or your hair is out of place.
• Choose a location where you can screen out extraneous noises. Hold your calls and turn off your computer, if possible. Avoid rooms with loud background hums from air conditioning or heating units.
• Find out in advance whether the interview is edited or “live.” If you agree to a live interview, be sure you are comfortable thinking on your feet and responding off the cuff.
• In edited interviews, do not answer questions too quickly; pause briefly before answering. This helps the reporter get a “clean” sound bite and also has the added benefit of allowing you time to think out your answer.
• In edited interviews, it’s O.K. to stop and start over again if you don’t like the way you worded your answer.
• In a TV interview, look at the reporter and not the camera. The only exception is in a satellite interview, when the reporter or anchor may not be on location. If you’re uncertain where to look, ask.
• Stay stationary in front of radio or TV microphones and avoid sitting in a chair that rocks or spins. Wandering around or rocking in your chair can cause the recorded volume to rise and fall.
• Be aware of and avoid nervous habits such as pen tapping that can interfere with the interview.

After the Interview

• Ask the reporter to identify you as being affiliated with the University of Michigan.
• In most instances you will not have the opportunity to check over the reporter’s story before it appears. However, you can ask questions at the end of an interview to test for comprehension. For example, you might inquire, “What do you think is the main story angle here?”
• You may want to ask when a story will appear. The reporter may not have an answer, but if he does he’ll be happy to tell you.
• If you feel after reflecting on an interview that you misspoke or gave incorrect information, call the reporter as soon as possible and let her know. Similarly, you can call with additional information if you forgot to make an important point.
• Give positive feedback to reporters, if merited, after a story appears. Like the rest of us, they usually hear only complaints and rarely get a call or note to say they’ve done a good job.
• If an error appears, let the reporter know right away. Sometimes a correction can be printed or aired. You also will want to prevent the incorrect information from being used as background for future stories.
• If you are unhappy with a story, share your concerns with the reporter first. Contacting his or her editor is a last resort.
• For radio and TV stories, obtain a tape of the final broadcast if possible and critique your own performance, looking for ways you might improve in the future.
• Call Michigan News at 734-764-7260 to let us know when you’ve done an interview so that we can track down clippings or tapes of your story. If you have a clipping or tape, please share a copy with us.

More information:

• Michigan News provides customized workshops and media training programs for faculty and campus units on request. For information, call 734-764-7260 or email: [email protected]

What is media training? Engaging with the news media is a highly effective way to inform the public about your research and its impact. But speaking with journalists can be nerve-wracking. The Michigan News team offers simple, common-sense coaching to reduce anxiety and help you best represent yourself and U-M.

Our team of former journalists offers interactive, in-person workshops covering a variety of scenarios and situations, from live broadcast interviews in our Michigan News studio to Zoom interviews from your home.

Skills you’ll learn:

• How to handle challenging questions
• How to identify and hone your message so you aren’t misquoted
• How to provide reporters with what they need from you –– and how to get what you need from them
• How to enhance your career by becoming a trusted and reliable source

Who we are: Two members of the Michigan News team will work with you, individually, or with your group. We’ll share best practices, conduct mock interviews, and offer tips for challenging situations. Our media team of storytellers and multi-media experts are former print and broadcast journalists who understand how the “other half” works.

Contact: [email protected]

Faculty testimonials:

“I appreciated the time Michigan News took to walk us
through common journalism techniques … That level of
preparation is invaluable for the real thing.”

— Steve Broglio, Director, U-M Concussion Center and
Professor, U-M School of Kinesiology

“The media work can sometimes feel exhausting, but it’s
also been quite fun. I am so grateful for the training you
gave me.”

— Joanne Hsu, Director, Surveys of Consumers

What is The Conversation U.S.?

“The Conversation is a nonprofit, independent news organization dedicated to unlocking the knowledge of experts for the public good. We publish trustworthy and informative articles written by academic experts for the general public and edited by our team of journalists.”

The University of Michigan is a founding member of The Conversation U.S. Learn more on The Conversation’s website.

Who can read these articles?

Articles published on The Conversation are available to the public and can be republished by major news outlets (such as Time, CNN, Smithsonian Magazine, Scientific American, Newsweek and more), spreading information to thousands of readers on multiple platforms.

The Conversation is also partnered with the Associated Press, further increasing the number of readers.

• For more info on the partnership between The Conversation and the AP, read A common goal: media, universities and mission-driven foundations.

Sign up for The Conversation newsletter and never miss a new story.

See a full list of articles written and published by U-M faculty members.

Want to write for The Conversation?

The Conversation always is looking for new writers to contribute their ideas for stories, write reactions to current events and add scholarly opinions on the news. Here’s more info on pitching story ideas to The Conversation editors.

Becoming a writer for The Conversation can be a great start for publishing your work publicly because you work collaboratively with an editor to write stories. Your article wouldn’t be published until you allowed it and signed off on it. Furthermore, no matter where the article is published (on other media sites), the article wouldn’t be altered at all.

Testimonials:

“I am absolutely THRILLED!!!!!! It has gotten more reads from Fast company (~5000 now) than from The Conversation (~4800). This is my first time publishing in this arena; but, I think this was indeed a success.”U-M Stamps professor Audrey Bennett, on her article.

“I received a good response to this article from readers who enjoyed the photos/histories and one professor from the University of Maryland connected with me on Linkedin to share that she pass on my article to her colleagues to use in their teaching.  So, I’m glad that The Conversation readers appreciate the wonderful photos we have at the Clements.”Graduate student at U-M School of Information, Samantha Hill

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