The national media and education trade press are both constantly on the lookout for unique, standout stories from colleges and universities, but getting a reporter’s or editor’s attention can be difficult, given the deluge of pitches they receive daily, said panelists during a Presidents Institute session.
    Jacques Steinberg, higher education reporter for The New York Times and Katherine Grayson, editorial director of University Business, said that pitches from colleges and universities that focus on the survival, innovation, and differential aspects of institutions are more apt to get their attention. Steinberg said Times reporters are “very much interested in the stories of small colleges and what they have to offer that is different or better. Our readership is not as ‘Ivy-educated’ as it once was, so we need to think broadly about what an education story should be about.” He urged presidents and PR officers to “establish relationships with reporters but to try other reporters on the beat if you strike out on the initial contact,” and to be aware of the rhythms of the newspapers to which you’re pitching. “At the Times, we’re on deadline from 5:00 p.m. on, so earlier in the day is better; weekends are not a good time; Monday mornings are the best time to reach me.”
    Grayson said, “Small college stories and challenges are important to University Business—we really want your ideas. But there is a science as to how to get coverage for your college. As a magazine, we’re not interested in the ‘hot news’ of the morning—we plan our issues out a year in advance and post an editorial calendar on our website that you can use to pitch us.” Knowing how to work with the press is key to getting coverage, she maintained. For example, “PR officers need to understand what is news and what is ‘snooze,’ they should look at their releases with a fresh eye, and they should be able to tell the story in a persuasive way, or have their president do so,” Grayson stressed. Stories will be noticed that are focused on technological innovations, changing business models, how the college is differentiated from the competition, and why buildings are being erected on campus (to put you ahead of the competition? increase yield?).
    Steinberg agreed that it is better to have a president or administrator who knows the story well to pitch it rather than someone who does not know the full story. “Before pitching an idea, think about how the story would read in the New York Times—who would read it and why, and tell the reporter how or why the story is important,” he added.
    In response to a question by Allegheny President Richard Cook, “is there an advantage to telling it like it is, particularly in a crisis?” Steinberg answered, “obviously someone who is honest is appreciated and frankness certainly counts. During a crisis, be direct and accessible. We have an obligation to contact you for your side of the story. Try to get ahead of the story by contacting us early, which will ensure that your side will be told.” Grayson agreed that “quick action is paramount. Having a crisis action plan in place will help you act confidently—don’t stonewall the press or take too long to respond.” In addition, she said “Reporters want to get the story right—if we lose our credibility through sloppy reporting, we lose the reader.”

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Last updated: March 2003
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