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Media Relations


‚ÄčPolicy:

The Media Relations unit in the Office of Marketing and Communications is the exclusive source for developing and disseminating news about University of the Pacific to the general public and targeted external audiences via newspapers, radio, television, magazines, trade publications, digital publications, and social media and similar channels.

The Media Relations unit collaborates with the Managing Editor and Publications unit to share campus news internally through central internal publications and platforms. 

Media Relations determines the newsworthiness of significant developments and activities in teaching and scholarship; administrative programs; accomplishments of faculty, staff, or students; gifts; events; and other campus matters. It conducts or coordinates direct contact with news media representatives, and assures that media relations are timely, accurate, and in context.

In an emergency or crisis, the Associate Vice President for Communications (or designee) is responsible for releasing information to the news media.

Intercollegiate Athletics is the only unit outside of the Media Relations unit authorized to conduct its own media relations. However, this authorization is limited to media relations with sports writers and outlets concerning Athletics. The Athletics communications team will coordinate with the Media Relations team on stories or issues that affect or involve the university at large.

Responsibilities:

Media Relations serves the campus community, news media, and general public by:

  • Planning and executing strategic publicity initiatives.
  • Assisting and advising campus constituencies in issues management, including providing talking points and backgrounders, developing media strategy, and tracking and reporting on media and online mentions.
  • Helping with preparing and placing op-eds.
  • In collaboration with the Pacific Alert Team, developing an emergency communications plan, training in emergency communications response, and communicating to the campus community and media during emergencies.
  • Identifying, developing, and promoting stories that advance the university and inform the campus community and general public.
  • Responding during and after working hours to media requests for access to University of the Pacific information, faculty, staff, students and facilities in compliance with state and federal privacy and public information laws.
  • Serving as official campus spokespersons to the media.
  • Developing and maintaining a media sources database and topical experts lists.
  • Providing media training workshops to campus constituents; consulting with individual faculty, staff and students to prepare them for the publicity process.
  • Tracking, analyzing and reporting on media coverage of the university.

Advising campus units, students, and student groups on publicity strategy; assisting with media coverage of major activities and events as appropriate.


Procedures

Administrators, faculty, staff, and students may help identify and submit potential stories for release to the general public or for publication in university communications by contacting Media Relations.

Generally, the news media will contact Media Relations to find a source for a story. If a reporter contacts a source directly, that faculty member, staff member, or student shall notify Media Relations. 

All requests for news photography, news filming or documentary filming shall be referred to Media Relations. 

Faculty and staff who are delivering papers before professional meetings, have had papers accepted for publication in professional journals or are providing expert witness testimony should notify Media Relations in advance of the presentation of publication if they believe there is news interest or if they have been contacted by a representative of the news media. 

Email and phone contact information:   Keith Michaud

                                                                kmichaud@pacific.edu

                                                                209.946.3275

About This Policy
Last Updated
12/1/2015
Original Issue Date
1/1/2015

Responsible Department
Marketing and University Communications