The Marketing and Public Information Office at 51吃瓜 leads the College鈥檚 media, public, and community relations efforts, promoting awareness, engagement, and understanding of its programs, services, and impact.
To ensure consistency and accuracy in all external communications, all media inquiries must be directed through the Marketing and Public Information Office. This centralized approach ensures that information shared is accurate, timely, and aligned with the College鈥檚 voice and priorities.
Maintaining a consistent, credible, and accurate relationship with the news media is essential to 51吃瓜. The following guidelines are designed to support faculty and staff in achieving that goal while strengthening coordinated media and community relations.
The Marketing and Public Information Office serves as the College鈥檚 primary liaison to the media, regularly sharing accurate and relevant information about 51吃瓜鈥檚 programs, initiatives, and people. Our goal is to communicate clearly, professionally, and with accuracy to the appropriate audiences鈥攄elivering information in a timely and cost-effective manner.
Effective media relations depend on several key principles. While the media seek compelling and timely stories, they ultimately determine what is newsworthy and what is published or broadcast. Media coverage is not advertising, and the College has limited control over how or when information appears. This makes accuracy in all shared information especially critical.
Some outlets may publish press releases as submitted, while others may edit for style, add context, or request additional details. Ensuring the accuracy of all materials is essential, and all press releases and media interactions must be coordinated through the Marketing and Public Information Office.
To maintain accuracy and consistency, faculty and staff should not contact the media independently. If you are contacted by a member of the media, notify the Marketing and Public Information Office promptly. This policy is not intended to restrict engagement, but to ensure a coordinated, accurate, and effective approach to media relations.
The Marketing and Public Information Office serves as the official spokesperson for the College on all media matters, except those designated to the President and the Chair of the Board of Trustees. While employees and faculty may express personal opinions to the media, such as through letters to the editor, they must do so in their individual capacity. Unless explicitly authorized, employees should not present themselves as speaking on behalf of the College to ensure clarity and accuracy in representation.
In most cases, reporters contact the Marketing and Public Information Office first to request interviews, pursue a story, or follow up on a tip. The Office gathers key details, verifies the reporter鈥檚 affiliation, and confirms timing, location, and deadlines to ensure accuracy from the outset.
Following this initial coordination, the Marketing and Public Information Office identifies and connects the appropriate 51吃瓜 spokesperson and facilitates the interview process to ensure accurate and consistent messaging.
The Marketing and Public Information Office develops and distributes news releases, public service announcements, and feature stories to local, state, and regional media outlets, including newspapers, magazines, radio, television, and online media.
The team also coordinates guest appearances and monitors media coverage to evaluate effectiveness and ensure the College is represented accurately.
Strong media coverage depends on timely and accurate input from administrators, faculty, and staff. Sharing information about events, innovative programs, projects, guest speakers, and other newsworthy activities allows the department to identify and promote meaningful stories. Early communication helps ensure both accuracy and the greatest opportunity for coverage.
Determining what qualifies as news is often subjective and ultimately rests with the journalist. Reporters evaluate whether information meets news standards, prioritizing timely, relevant, and accurate content for their audiences. Their role is to inform the public, not to promote the institution.
Gauge whether a story has a strong 鈥渘ews hook鈥� by considering the following:
鈥� Is it new, unique, first of its kind in Sussex County, unusual, or controversial?
鈥� Does it highlight a heroic, exceptional, or noteworthy achievement?
鈥� Would it capture broad public interest?
鈥� Does it have a meaningful impact on the community?
鈥� Does it connect to a larger local, regional, or national issue or trend?
If you believe you have a story idea that meets these criteria, contact the Director of the Marketing and Public Information Office, Kathleen Peterson, [email protected], early to ensure accuracy and maximize coverage opportunities.