Reporting the News
The method of news sharing will be at the discretion of the media relations team and determined on a case-by-case basis in order to maximize publicity for an announcement or event. Tactics used by Drexel’s media relations team include:
News releases: News releases are reserved for newsworthy items about the University. When possible, submit information for a news release three weeks in advance and include high resolution photos when appropriate.
Media pitches: Sometimes, the media relations team will choose to “pitch” a story to one or more reporters directly rather than issue a news release. Usually, this one-on-one contact allows us to “sell” the idea to the reporter and provide immediate feedback should the reporter have any questions.
Expert tips: When a current event coincides with a faculty or staff member’s area of expertise, we will suggest that person as an expert to the media. If there is breaking news within your area of expertise and you are available for comment, please contact the UComm news officer assigned to your college/school/department immediately so that the media relations team can put you in touch with relevant reporters.
Press conferences: There are times when news at the University warrants a press conference. This method of communication is reserved for major announcements. Please remember that UComm cannot guarantee media coverage. The publication or airing of a story depends on a variety of factors, including the number of staff available at a media organization to work on a story, space in a publication or air time, the emergence of breaking news or a similar story that has been reported recently.
How do I Know if my Story Idea is Newsworthy?
Please contact the appropriate news officer with any story ideas you have, and together it will be determined if it is newsworthy. Even if the item is not deemed newsworthy for external media, UComm may include it on the University’s website or Drexel’s internal communications outlets. Generally, journalists rely on the following factors to determine whether a story idea is newsworthy: Conflict/Controversy – Are there opposing viewpoints? Human Interest – Does the story share something about the human experience? Does it put a human face on a concept, idea, or current event? Impact – How does the story affect readers/listeners/viewers? Prominence – Does the story include a well-known person, organization, or place? Proximity – Is the story local? Can readers/listeners/viewers relate to it? Timeliness – Is the story relevant today? Unusual – Does the story relay an out-of-the-ordinary experience? Is this the first, last or biggest?