Connecting the right experts with reporters

The University of Minnesota is bursting at the seams with innovative expertise. Our students, faculty and staff comprise world-class thinkers, makers and doers. And, as part of the University’s mission of teaching, research and outreach, it is imperative that we, as communicators, find meaningful ways to share this expertise with local and national media partners. 

According to local PR firm Padilla, “Journalists say PR’s greatest value lies in connecting them with relevant sources.” So, how can you help connect your experts with local and national journalists?

1. Keep a close eye on the news. One of PR’s greatest tools is “newsjacking” — the process of adding your thoughts and opinions into breaking news stories. 
2. Share upcoming stories with the University’s Good News Desk. This 30-minute meeting on Monday mornings is the perfect venue for sharing relevant, upcoming news stories with the Public Relations team. 
3. Get involved with local department meetings to source upcoming stories with your faculty before they come out. The earlier you can connect an upcoming story with the PR team, the better! 
4. Consider media training. Some experts have the perfect background to comment on breaking news stories, but are wary of working with the media. Empower your experts to feel confident and comfortable responding to media requests by starting with a media training session with the PR team.

For more information about connecting your experts with local and national media, reach out to the University Public Relations team at [email protected].