Share Your Story Ideas
If you have an idea for a great news story, please complete the UO Communications intake form to share it directly with the News and Content team.
Ample notice (for research news, after acceptance but before publication) will give us time to develop a successful media strategy.
If that strategy includes issuing a news release, our team will develop the release in partnership with you. All UO news releases and media pitches must be issued by the UO News and Content team in University Communications.
Amplifying the University of Oregon Brand
When our work garners media attention, it bolsters the reputation of the entire University of Oregon. To ensure a coordinated media strategy, the University Communications News and Content team manages all earned media.
“Earned media” refers to any positive media coverage of the University of Oregon that is not paid for or produced by the institution itself. Examples include coverage by traditional media—like television and radio, newspapers, and magazines—as well as various forms of digital/online media. Earned media can be a powerful tool to amplify the impact of our brand, extending the value of marketing and advertising.
In developing and pitching stories for external media, we give particular emphasis to stories that align with the UO’s strategic research priorities: environmental resilience, youth behavioral and mental health, human performance and sport, and accelerating innovation and scientific impact.
The News and Content team responds to journalists’ requests for interviews with experts, provides media training to faculty and staff, and hosts media forums on topics of media and public interest. We also monitor trending news topics and take advantage of timely moments to pitch expert sources prospectively to external media.
Coordination Process
Coordinating media efforts centrally maximizes our reach and impact, ensuring that our stories reach a wider and more engaged audience. We work to ensure our brand remains cohesive, compelling, and authentic. We often connect to other discoveries, stories, or successes to further extend interest.
Our process ensures effective collaboration and coordination to support faculty when they are in the public view. It allows us to align messaging, maintain consistency, and amplify the impact of every story we share with the world.
Additionally, our office has a role to play in managing the UO’s reputation. We monitor media coverage to safeguard our brand's reputation, addressing any issues or inaccuracies promptly and professionally.
We take great pride in sharing the stories and achievements of our university community and want to work with you to achieve your communication goals.
What Makes a Great News Story?
We evaluate research story ideas for newsworthiness based on the following factors:
- Impact: Could these research findings potentially affect the lives of large numbers of people?
- Proximity: Do the findings have particular relevance to our local community, or to Oregon residents generally?
- Agency: What was the UO’s involvement? (Is it our story to tell?)
- Comprehensibility: Could this research be explained in a short conversation with a nonscientist?
- Utility: Is the audience likely to perceive benefit from understanding the findings of this research?
- Novelty: Are the findings new or previously unknown? Do they advance the field significantly?
- Controversy: Do the findings challenge current consensus?
- Oddity: Is there a wild, weird, or quirky element?
When crafting a news release, we will look to communicate:
- News Value: Reporters look to news releases to provide solid information they can use to create stories their audience will engage with. The higher the perceived news value, the greater the likelihood of earned media coverage.
- UO Community Expertise: Our team of communicators possesses a deep understanding of our university's strengths and strategic priorities. We're here to help you craft compelling narratives that resonate and align with our institutional goals.
- Brand Consistency: We ensure that every piece of media coverage aligns with our brand identity, promoting a unified and strong institutional image.
Questions?
Molly Blancett
Assistant Director for News Operations
blancett@uoregon.edu
541-346-3177