If you are contacted by a reporter...

Remember that for the moment, you are representing the university, and that carries certain responsibilities. It's also true that you have rights you may exercise in dealing with the media, and responsible reporters will understand that.

Some suggestions...

* Obtain the reporter's name and publication or broadcast station and ask exactly how you can help him or her.

* Are you the appropriate spokesperson? If you're not, refer the reporter to someone who is or to University Relations (956-6106).

* Try to see the reporter in person rather than talking over the phone. Distance and deadlines frequently make this impossible, but face-to-face communication is preferable, particularly when discussing very complex material that needs in-depth explanation.

* Unprepared? Tell the reporter you will call back in 15 minutes or so. Collect your thoughts and then follow through on your promise to provide an interview.

* Have a message. Prepare a single communications objective and two or three secondary points you want to make, regardless of the questions you're asked.

* Conflict is news; the routine isn't. Reporters often frame their questions to bring out the conflict in a story. State your position in positive terms; don't repeat any negative words in the reporter's question. Don't fan controversy.

* Anticipate the tough questions you may be asked and rehearse your answers (University Relations can assist you). If they're not the questions you'd prefer to respond to, address them briefly and segue to what you want to say.

* Use simple language, rather than technical terms, and speak in short sentences.

* Be brief. Newspaper reporters can take more time in their interviews and present more information than can reporters from radio and TV. Eight seconds is the average length of a TV soundbite.

* Be friendly, but don't be lulled into flippancy or forced humor. Assume everything you say to a reporter (even in a social situation) may appear in print.

* Respect reporters' deadlines. Return phone calls promptly. In many cases, reporters need a response in minutes, not hours or days.

* Don't expect a reporter to show you a story before publication; it conflicts with journalistic ethics and professionalism. If you fear a point has not been understood, ask the reporter to repeat it. Encourage a follow-up phone call for further clarification or additional information if needed. If you're still concerned, ask the reporter to read you only your quotes once the story has been written.

* If you're misquoted, try to contact the reporter rather than the editor. But don't overreact, especially if the error is minor or not quite the choice of words you would have used.

* Avoid "no comment" answers. They suggest that you are trying to hide something or evade the question, so try to explain why you cannot make a comment.

* Remember that audiences (particularly television viewers) are won by the attitudes of those interviewed. Be knowledgeable, sincere, compassionate and energetic.

* Above all, be honest. In some cases, the truth may hurt, but lies are deadly. And if you don't know an answer to a question, say so.

You've Got a Right...

* To know who is interviewing you and what newspaper, magazine, television or radio station they represent.

* To be treated courteously. The questions can be tough, but the reporter's demeanor should not be abusive.

* To physical comfort during the filming or taping of the interview--appropriate setting, chair, make-up, a glass of water.

* To not be physically threatened by hand-held lights or microphones shoved into your face.

* To make your own tape of an interview or to have someone such as a University Relations staffer in the room during an interview. You should inform the reporter of this in advance, however, as they may choose not to conduct the interview if you insist on having a third party present.

* To ensure the security of your laboratory or office and protect it from damage from cameras or other equipment.

* To get some of your points across in the interview. Don't just answer the reporter's questions. Use your messages. Tell your story.

* To be quoted accurately.

* To protect the privacy of yourself, your students or colleagues by withholding information that is not public.

* To establish ground rules, such as time and location.

* To terminate an interview if your rights are violated.

Public Information...

The University of Hawai`i, as an agency of the State of Hawai`i, is subject to open records laws. This means that many of the documents and records related to business conducted at UH are open to public and media scrutiny.

For university employees, such information as name, date of hire, title, salary, office address and phone number and job description are all public information. Homes addresses and phone numbers, birth dates, relatives' names and performance evaluations cannot be released without your permission.

Information regarding the university that pertains specifically to a case currently under litigation and some information relating to research or the commercialization of technology is not public.

At the present time, University Relations receives requests for determining whether or not records and files are subject to public disclosure. This responsibility may in the future be reassigned to the Office of the University General Counsel.

Office of University Relations - Joanne Clark, Director - 956-6106

Jim Manke, Assistant to the Director - first contact for media inquiries - 956-6106

Cheryl Ernst, DonnÎ Florence - Media and Publications Office 956-8856

Bill Thomas - public records inquiries - 956-6295