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Faculty and Staff Guide for Media Relations

Member of the media interviewing a faculty member

Media engagement can be a powerful opportunity for faculty and staff to enhance personal and institutional visibility while contributing meaningfully to broader public discourse. By preparing carefully, staying on message and maintaining professionalism, faculty and staff can confidently navigate media interactions and make a positive impact in their fields.

Whether a journalist interviews you for an article or television segment or you contribute to a larger public discourse, it’s vital to approach media interactions strategically, thoughtfully and professionally.

The University Communications team, based in the Office of Strategic Marketing and Communications, assists faculty and staff with various communications and media issues. Our team is UIC’s central information source and public voice, managing media relations, internal and executive communications, and media crises.

We work with media in all forms to elevate and enhance the reputation of UIC, its mission and the achievements of its faculty, staff and students. If you have specific questions, need advice on working with the media or are seeking to refine your approach, contact the University Communications team.

We also help reporters find expert sources at UIC. If a reporter reaches out to you but the topic falls outside your expertise, please refer the reporter to University Communications. Our team will assist with identifying an appropriate UIC-based subject matter expert.

This guide offers strategies to help faculty and staff navigate media engagement effectively.

Start by partnering with University Communications

  • Coordinate with our team: Work closely with the University Communications staff when receiving and responding to media requests. Our team is here to help you build on your expertise and amplify your voice, whether you’re new to media engagement or looking to grow your impact.
  • Media inquiries and visits: All members of the campus community should notify our office about media requests or scheduled interviews. This allows us for greater awareness and alignment in addition to tracking, amplifying and sharing media engagement in the UIC Daily Clips, the UIC today newsletter and on our website or social media channels. The university allows media access in most facilities with prior authorization from the Office of Strategic Marketing and Communications. The University Communications team ensures that compliance with federal privacy regulations (FERPA and HIPAA) is met. A reporter/photographer/videographer must be accompanied by a member of the University Communications team. Please direct media to contact our office for access requests.
  • Publicizing research news: We assist researchers and faculty with publicizing their work and expertise. If you publish or present research findings, contact University Communications as soon as the journal has accepted your paper or the conference has confirmed your presentation. The advance notice allows us to review the findings for newsworthiness, prepare drafts and determine how best to disseminate the information to the media. We ensure embargoes are enforced and public-release timelines are kept.
  • Media at UI Health: University Communications is the designated public information resource for UI Health. Members of the University Communications team are available to assist members of the news media who are looking for information about UI Health or for expert comments, and to help arrange on-campus interviews and filming or photography opportunities. UI Health leadership must approve media access before allowing reporters inside the facilities, where they must be accompanied by a University Communications team member. UI Health clinical experts should coordinate with our office when receiving and responding to media requests. (See Hospital Policy for additional information.)

The role of the media

  • The media is a communication tool: The media serves as a bridge between the university and the public. Your participation helps inform and shape public opinion about research, issues and the academic community.
  • Timing: News organizations and reporters are driven by deadlines and audiences. Respond promptly, if possible, and respect their deadlines, even when they seem unreasonable. It is acceptable to say it is inconvenient to talk right now and ask for the reporter’s information and deadline. However, a delayed response means the reporter may find a subject matter expert elsewhere. In your response to the reporter, you should include news@uic.edu or forward inquiries to us before responding.

Giving a media interview

Before the interview

  • Contact University Communications: If you are contacted by the media for an interview or quote, please notify University Communications staff so we can work with you, if needed, and help amplify the publication or media appearance.
  • Clarify the purpose: Understand the scope and purpose of the media engagement. Are you being interviewed for an article, broadcast or podcast? What is the focus of the story? To help you prepare, and if time allows, you may request the reporter provide questions in advance; however, reporters are not obligated to accommodate such requests.
  • Know your message: Determine two to three key points you want to communicate. Stick to these in the interview, even if the conversation veers off course. Understand that reporters may seek soundbites, narratives or provocative angles rather than in-depth analysis.
  • Anticipate questions: Some reporters may understand the subject matter well, while others who cover a variety of topics may not be as knowledgeable about the subject. Either way, reporters often ask questions you may not expect. Prepare for familiar OR expected and challenging questions, especially on sensitive or controversial topics.
  • Know your identity: Faculty and staff should be identified or introduced by name — and by their affiliated department, college or field of study at the UNIVERSITY OF ILLINOIS CHICAGO, or UIC (NOT the University of Illinois at Chicago or the University of Illinois). Proper identification of the institution is very important.
  • Limit commentary: Speak as an expert in your field, not on behalf of the campus. Questions regarding university policy or institutional statements should be referred to University Communications.
  • Email interviews: The positives of an email interview include time to consult with University Communications, colleagues or others before answering questions; and less of a chance for a source to be misquoted. Some drawbacks of email interviews are the possibility that replies might lack useful context, nuance and tone, it’s harder for the media to ask follow-up questions, and more challenging for the interviewee to avoid questions without specifically addressing them.
  • Media training: Do you want to learn how to identify what makes a story newsworthy, craft compelling messages that resonate with your audience and prepare for interviews? University Communications works closely with national and local news media, hosts Media 101 webinars and training designed to help UIC faculty and staff effectively engage with the media, as well as one-on-one or small group training upon request. Contact the team at news@uic.edu.

During the interview

  • Deliver your message: Most media interviews with faculty and staff are informational, not confrontational. The reporter wants you to be interesting, even appealing, to the audience.
  • Avoid jargon: Keep in mind that the audience may not be familiar with technical language. Aim for clear, concise and accessible explanations. Providing short, well-structured responses also benefits the reporter.
  • Stay on message: Steer conversations back to your key points if you feel they are deviating. It’s OK to politely refocus the discussion.
  • Remain professional and calm: If asked a difficult or confrontational question, don’t be defensive. Being polite and professional can help establish positive long-term relationships with journalists.
  • Be honest but consider the context: If you don’t know the answer to a question, say so. Offer to follow up with more information later or suggest a colleague who might have the answer.
  • Respect confidentiality: Be mindful of any institutional or research confidentiality agreements. Do not disclose sensitive or unpublished research or confidential information.
  • Stay neutral: Avoid offering personal political opinions or entering areas that could undermine your professional credibility.
  • On the record/Off the record: Interviewees should assume everything they say to a reporter is “on the record” and can be included in a story. Never accept a reporter’s claim that any part or an entire interview is “off the record.” If you do not want to see or hear your comments in a reporter’s story, then do not engage in a conversation or interview.
  • On background: This is when a source shares information with a reporter but does so without attribution, sometimes called “not for attribution.” Faculty and staff should be aware that these requests, albeit rare, are sometimes opportunities for a reporter to get a better understanding of an issue or topic they are covering related to your field of expertise. Like with all interviews, interviewees should assume everything they say to a reporter is “on the record” and can be included in a story.

After the interview

  • Fact-check: After the interview, a journalist may offer you the opportunity to review their draft article or relevant portion(s) of their draft article or segment for accuracy. This is not always the case. In fact, most of the time, you will not have an opportunity to review what you said in the interview. If there are any misquotes or misinterpretations, contact University Communications to discuss your options for seeking a correction or offering clarification.

Crises, ethics, public engagement and more

Dealing with media crises and more

  • Coordinate with University Communications: In case of a crisis or reputation management issue, work directly and closely with UIC’s University Communications team, who can provide guidance on how to handle the situation.
  • Crisis situations: There are typically two kinds of crisis situations: the ones you are aware of in advance and the ones that aren’t anticipated. In both cases, immediately contact University Communications to assess the situation, determine the next steps and ensure appropriate university procedures are followed. University Communications will work with you to create talking points, messaging and formal statements. Depending on the situation, University Communications will respond directly to media and offer a statement.
  • Stay calm: If the media coverage becomes negative or controversial, address it professionally. Be transparent without being defensive and focus on facts and solutions.

Ethics and media engagement

  • Transparency: Be clear about any conflicts of interest or potential biases you may have in relation to the topic you’re discussing.
  • Respect others: Be respectful of other people or institutions when commenting publicly, especially if the topic touches on controversial issues or involves other parties.
  • Uphold academic integrity: Always ensure your statements are based on solid research. Avoid presenting opinions as facts or speculating without proper evidence.

Opportunities for public engagement

  • Expand your reach: Media interactions provide an opportunity to share your expertise with a broader audience. Embrace these opportunities to build your profile, engage in public discourse and contribute to societal discussions.
  • Social media: Consider using your professional social media platforms to share any published media coverage, comment on related topics or directly engage with the public. However, be mindful of your tone and content, ensuring professionalism.
  • Podcasts and blogs: Many journalists now seek expert opinions for podcasts and blog posts, which can be less formal and more engaging than traditional media.

Additional resources

University Public Statements Policy – While faculty are welcome to speak on topics in their areas of expertise, any media requests for statements made on behalf of the university or related to university policies should be directed to Strategic Marketing and Communications. The policy on public statements provides additional guidance for the campus community.

Photography and Video Guidelines – UIC has policies relating to all forms of cameras and video recording devices for personal, professional and media access on campus.

Social Media Guidelines and Best Practices – UIC’s policies related to the use of technology, codes of conduct and confidentiality must be adhered to when posting on social media.

Experts Guide for the Media – Journalists can draw on the extensive expertise of UIC faculty and staff. This is a searchable database of hundreds of UIC faculty experts who are prepared to help with media stories.

The Conversation – UIC is part of The Conversation, a nonprofit online news outlet that offers daily news analysis and commentary. Articles are created collaboratively by academic scholars and editors and cover various topics in science, art, history and other areas. Contact Guillermo Duarte, gduarte@uic.edu, to learn more.

UIC today – Provides news and information of interest to the campus community.

Freedom of Information Act requests – FOIA requests are processed by External Relations and Communications at the University of Illinois System Offices.

University Communications team

The following University Communications team members work closely with national and local news media. The unit also provides Media 101 webinars and training designed to help university faculty and staff effectively engage with the media, as well as one-on-one and small group training upon request. Contact the group at news@uic.edu or individually via the links below.