If you need advice Feel free to answer questions if the reporter s topic falls within your area of expertise. If the reporter is calling about sensitive issues, however, it may be best to refer him or her to the University Communications office. He will contact the reporter with advice or information. Working with the media You are encouraged to cooperate with the media publicity is a vital means of building awareness and support for the University of Calgary among stakeholders and the public. As well, the media will play an important role in building understanding and appreciation of the work being done by the U of C among key stakeholders.
Reporters work against tight deadlines.
They sometimes have an inadequate understanding of the story they are covering, and they occasionally make mistakes. Like you, they re human beings doing a difficult job under often-trying circumstances. You can help by returning phone calls promptly, by giving expert comment when asked, and by being friendly and courteous when members of the media come calling. The more cooperative you are, the more you will earn their respect. In return, you will receive more balanced treatment in their coverage of your story.