Doing the Right Thing Restores Reputation

In November 2009 we ran across an article in the Chicago Sun-Times “Fixer” column about a former student having difficulty verifying her attendance at National-Louis University. Without delving too much in the details, the student needed her undergrad transcripts to apply to grad school elsewhere. Long story short -- a monstrous bureaucratic snafu ensued that piece-by-piece was unraveled by the student after considerable time and effort.

Here's how "The Fixer" characterized what happened next once the paper contacted the university about an alleged unpaid tuition payment:

Dear Student: We were happy to give this the little nudge it needed. We took your story to Tracy Kremer, PR maven at National-Louis University, who promised to get someone to look into it. True to her word, she connected you with Brisbane Rouzan, the school's student ombudsman and executive director of student affairs, who confirmed that you had paid for your classes. The school has promised to grant you the degree you earned. Good luck in grad school and beyond.

This is a good example of a university spokesperson taking fast action to avoid a problem from escalating. Congratulations to National-Louis’s Tracy Kremer for doing “the right thing” and putting some luster back onto the school’s reputation that was tarnished by bureaucracy.

Tips on Controlling a Media Interview

Dealing with reporters is one of the most counter-intuitive experiences to be undertaken by academicians and college administrators. The best advice those of us at CSP can offer is to keep it simple.

Here are a few things to keep in mind that allows spokespersons to get their school's messages across during an interview with a journalist. Remember that the goal -- and what we teach at CSP -- is to maintain control of the conversation. Your real audience are potential students, fellow educators, parents and peers, and a reporter is simply a logical conduit to your audience.

Keep in mind that:

• Most interviews tend to be conducted in conversational style
  
• The reporter gathers factual data, but also seeks background information
  
• Most reporters react positively to "color" in the form of interesting quotes and anecdotes
  
• The media is big on trends
  
• Conflict and controversy are popular with reporters, but proceed cautiously if drawn down this path. You don't want to get sucked into a situation that reflects negatively on you or your school

World-class interviewees are made not born. Remember to prepare for every conversation with a reporter. It takes hard work -- and practice -- to make something seem so simple.