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Media Relations Tools

Typically the media office issues three kinds of written statements, each with a different aim:

Media Alert

The media alert is a brief statement of facts about an upcoming event, usually distributed to the media a few days before the event. Its purpose is to attract media to the event. Media alerts should specify the time and location of the event and make note of any visual opportunities for TV crews and press photographers. Alerts should be followed by a complete release on the day of the event.

Media Release

A media release is ideally a one-page document containing newsworthy information intended for publication in the print or electronic media. The media release is conceived as a complete, but brief, news story that can be used without further reference to the source. A local newspaper might print the release as received, but larger publications and the electronic media will usually want further comment and/or interviews.

For the larger publications and specialist writers the media release works as a teaser to get them interested in the story. Having a strong visual element to the story will decide the issue as far as TV is concerned. It is important that people quoted in the release are available and prepared to respond to inquiries on the day it is issued.

In some cases they may receive a succession of calls from journalists, some wanting to record interviews over the phone. The media team will provide assistance and support in dealing with media inquiries, if it's needed.

Community Announcement

The community announcement, like the media alert, gives advance warning of an upcoming event. Its principal goal is to have an event publicised in events diaries and guides and in the community news sections of newspapers.

How to Have Your Say in the Media

UTS is committed to contributing to comment and debate in the media on important issues of the day. UTS academics who take a part in public debate help establish the University's authority and expertise in areas of key strength. UTS academics can also become recognisable to the media and be regularly sought after for their opinions.

A traditional forum for debate has been the newspaper letters page, but opinion leaders also have the opportunity to have their views featured in the opinion pages of the major papers. These can be timely responses to current events or reflections on long-standing and unresolved issues. The media team will manage contact with opinion page editors, canvassing their interest, submitting a prepared item and following it through.

Also, if you wish to contribute your expertise to a breaking news story, the media team can issue a media alert at short notice. Such alerts are a brief statement/comment which is catchy, interesting and creates a sense of urgency. The alert may be issued to only a few key influential media outlets. If you are interviewed and quoted in those publications, other media coverage will often follow.

Alternatively you might yourself issue an "Important Information for the Media" notice, targeting a select group of media who might be interested in your area of expertise, your research or your event. This too should be catchy, brief, correctly dated and have contact numbers for more information.

Call the media team if you need assistance and don't forget to give us a copy of the material you send.

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