Media Relations at York University

Dealing with the Media

Purpose:

York’s Marketing & Communications Division’s mandate is to build York’s reputation and support the communications initiatives of York’s faculties and departments. As part of this division, Media Relations works on behalf of and with faculties, administrative groups and other “community of interest” groups to promote the dissemination of “new knowledge” as well as other public information usually through the media outlets.  It also acts as the official spokesperson for the university.

Media Relations (MR) work closely with all internal faculties and staff groups as well as select outside parties to positively promote York University. The specialists in the MR group help with the development of objectives, strategies and tactics in preparing materials, setting the timing and the actual dissemination of information to the media.

MR also leads in setting up Press Conferences and/or works on special event opportunities that may be deemed to have potential media interest.

Finally, MR provides Public Relations support on issues that may have an affect on the image of York University and develops the strategies and tactics to address these issues while simultaneously taking on the role of official spokesperson for the university if required.

Services Provided:

• Provide consulting services on all media relations planning and execution.
• Provide the lead and support for crisis management.
• Develop with partners the objectives, strategies and tactics as well as the specific materials to promote York initiatives in the media.
• Work with our partners to develop the major theme, secure appropriate quotes and produce Advisories, Press Releases and other materials as appropriate to gain media attention.
• Interact with outside groups and other public affairs professionals in producing joint materials/events as required when promoting projects with partners outside of York University.
• Counsel partners on use of style, quality and identity standards for all communications.
• Facilitate media outlets in securing the necessary cooperation from all York departments.
• Develop the appropriate materials to address specific issues.
• Attend appropriate meetings to ensure up to date public relations perspective as well as address timing issues.

It is our mandate to develop the most effective way to deal with media outlets on behalf of York University.
 

Partner's Role:

In order to get the most out of MR, Partners should create and share projects EARLY in the process and work collaboratively to ensure all communications goals are met.

Identify “new knowledge” prior to its publication in peer-reviewed journals.
• Engage MR early in identification of issues that may have an affect on the image of York University.
• Help secure “expert resources” for media stories.
• Bring forward ideas for specific stories that may be of interest to media outlets.
• Work with MR in establishing the timing and/or event for the appropriate dissemination of materials.
• Help facilitate access/availability, when requested by MR, for media coverage.
• Identify initiatives with outside partners/researchers for joint media promotion.
• Share unique initiatives that are “quirky”, novel, or just plain interesting.
• Engage MR immediately in any potential crisis situation.

Project Examples:

Here are some examples of scenarios and the possible solutions/approaches that may occur at York:

• Situation: Partner knows that a researcher’s findings are about to be published in a major journal, as a book or as a special project.

 
• Solution: Bring this to the attention of MR as soon as possible, even if months in advance. MR will work with the researcher /partners in assessing media interest potential and jointly develop appropriate strategies and tactics to maximize media exposure.
   
• Situation: Partner becomes aware of an upcoming conference that will showcase York resources.
   
  • Solution: The abstracts will be reviewed in the context of media interest and/or a specific journalistic approach will be undertaken to advance the creation of an appropriate backgrounder and other pertinent information.
     
• Situation: Partner has become aware of an issue that may generate dramatic media interest.
   
  • Solution: Identify this situation to MR immediately. MR will help pull the appropriate resources together to assess the situation, establish a formal position and develop the appropriate Q&A’s as well as communications strategies in dealing with the situation. One can never be under prepared in a crisis management.

For more information about working with Media Relations or to set-up a meeting, please contact Alex Bilyk at ext. 55603 or bilyk@yorku.ca or any other professional on the MR Team: Keith Marnoch at ext. 22091 or marnoch@yorku.ca; Janice Walls ext. 22101 or walls@yorku.ca; Melissa Hughes ext. 22097 or mehughes@yorku.ca; Mary-Lou Schagena ext. 22686 or schagena@yorku.ca and / or Jeannine Flint ext. 22094 or jflint@yorku.ca.