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Media and public relations

The Office of Communications and Public Relations — part of the Division of University Relations — is the public relations arm of the university, leading the news and public information efforts of Virginia Commonwealth University and the VCU Medical Center. OCPR has two major responsibilities: to fulfill the public information obligations of the university as a public institution and to develop and execute effective public relations programs to support the goals of VCU and its faculty and staff.

Media representatives must arrange interviews and photo shoots with VCU faculty, staff or patients in advance through OCPR. To ensure confidentiality, privacy and appropriate sensitivity to students, patients and families, reporters, video crews and photographers should be accompanied by a OCPR staff person while on campus. Members of the media may not enter student housing or position themselves at the entrances to student housing.

FAQs

Have a question for OCPR? Here are some frequently asked questions that might have an answer for you.

How does OCPR generate news coverage?

OCPR staff regularly works with print, broadcast and electronic media from around the corner to around the world. Faculty and staff are encouraged to contact OCPR with information about research, special programs, accomplishments, awards — anything deemed newsworthy.

Depending on the story and timing, OCPR may do one or more of the following:

  • Write and distribute a news release and/or media advisory
  • Produce a video news release
  • “Pitch” the story to reporters, editors, producers
  • Promote the story as part of a trend or “side bar” to a major international, national or local story
  • Arrange and manage a news conference
  • Write or edit an op-ed or article for targeted media
  • Offer your expertise to the media for an expert opinion on a newsworthy event
How can OCPR help you?

OCPR has particular expertise in customized crisis communications planning. In addition, OCPR is available 24/7 to consult on emerging crisis communications and issues management situations.

OCPR conducts customized spokesperson training — how to communicate effectively with the news media and key audiences. This training can be done on an individual or group basis.

OCPR will develop a strategic communications plan, oftentimes in partnership with the University Marketing office, to support a department’s strategic plan.

How can you help OCPR?

Quite a bit of activity is going on at VCU and it’s easy for your event or idea to get lost in the noise. Here are two simple ways you can help OCPR get your information the attention it deserves.

  • Call us. Our first recommendation is the most obvious. Let us know when you’re doing something interesting, if you want to be included on our experts list or if you have other news. Don’t assume we already know. Someone on our staff is assigned to your office — and we want to hear from you. If you’re not sure who to contact, please call (804) 828-1231 or e-mail vcunews@vcu.edu.
  • Call us early. If you wait until the day your research is published or your event is occurring, you’re too late. Timing is critical in the news business. The more notice you provide our office, the better we can assist you in coming up with an effective strategy.
Is your information newsworthy?

Studies of media coverage over the years show that 55 percent to 97 percent of all news releases sent to media outlets are never used. This result is because too often news releases or pitches submitted to media contain information that is relevant or interesting to a small, specialized audience and does not meet the media’s criteria for what is considered to be newsworthy.

Editors and reporters look for specific factors in deciding on the newsworthiness of a story. OCPR applies the same standards in determining the news value of potential news releases and pitches to the media.

If there is a possible newsworthy item please submit it online to OCPR.

How can I make my information newsworthy?

Timing

The word news means exactly that — things that are new. Media outlets will not cover a story that is old or seems old. It must be happening now. If it happened last week, chances are it is no longer interesting. Timing also involves competition for media attention. If there are a lot of newsworthy stories on a particular day, then some stories will be dropped until a later time. Time-sensitive news often will be dropped permanently.

Novelty

Is the story unique or innovative? Does it go outside the norm? Is it a new or fresh approach to meeting a need? Is it something that has never been done before? Is it information that previously did not exist?

Significance

The number of people affected by the story is important. Does the story involve something that will instigate a change that will have an impact on a large group of people or the community? Does the story tie in with a trend or identify a trend that affects a large group of people? Is it information that can help people make an important decision or avoid a serious mistake? Does the story impact the public’s health or safety?

Proximity

A newsworthy story must seem relevant to the audience. It must happen near to them — hit close to home either in terms of location or interests. Does the story have an impact on a particular community or industry? Does the story tie in with current items in the news? What part of the story brings the topic closer to the public?

Human interest

Human interest stories appeal to emotion. They arouse the audience’s feelings for the people and problems involved in the story such as sympathy, pride or even amusement. Does the story highlight sorrows, triumphs or overcoming hardships? The most successful news stories include some element of human interest — the impact of the news on an individual or group of individuals.

What are topics that typically gain media coverage?
  • Faculty experts addressing current topics in the news
  • Research that results in real-life benefits to individuals or communities
  • Examples of new trends in higher education
  • Innovative academic programs, teaching methods
  • New technology, therapies, treatments, cures
  • Events that include famous people or topics of interest to the general public
  • Human interest stories
How do academic honors and achievements get publicized?

News about academic awards and achievements usually are communicated to the university community through print and online publications directed toward faculty and staff, alumni, donors, and others with ties to VCU. These outlets include news releases, online publications for faculty and staff, alumni magazines and alumni and donor publications of the university’s schools and departments.

Academic awards and honors typically are of little interest to media that serve the general public. However, there are some academic recognitions that are considered newsworthy to a general audience and would be considered for a news release distributed to national, regional or local media.

If there is a possible newsworthy academic honor or achievement please submit it online to OCPR.

What are the criteria for distributing news on academic honors and achievements?
  • Is the work being recognized highly topical and of broad public interest?
  • Does the recipient have a compelling personal story?
  • Is there anything unusual or surprising about this award?
  • Does the award carry a high cash value or come from an interesting or surprising source?
  • If this story originated from another institution would you want to read it?
How do I access the university’s official logo and nomenclature guidelines?

The VCU Identity (logotype and bar elements) should be represented in a consistent manner providing the university with a visual signature for all Web and printed communications. For guidelines on nomenclature and to view the official logos visit the VCU Identity Web site.

What are the media guidelines at the VCU Medical Center?

Patients who agree to be interviewed on the hospital premises must provide prior written consent and a OCPR representative must be present. Hospital security will remove unauthorized media personnel from the VCU Medical Center as necessary.

In compliance with federal government regulations the media must identify a patient by name to obtain information. If a patient opts out of the hospital directory, no information can be provided.

What is a patient condition report?

If an adult patient is in the hospital directory, a general condition report may be provided to the news media. The condition report may not communicate specific information about the individual, such as age, gender, marital status, occupation, time of admission, hometown, location in the hospital (i.e. ICU) and diagnosis. General condition information about patients who are minors will be released only with the permission of the patient’s parent or legal guardian.

Condition information includes the following:

  • Undetermined — Patient is undergoing assessment
  • Good — Stable and progressing/satisfactory and moving toward discharge
  • Fair — Stable/fair
  • Serious — Critical but stable/serious
  • Critical — Patient remains in a life-threatening condition

Information beyond a general condition report will be provided only with the expressed written consent of the patient or, in the case of a minor, the expressed written consent of the patient’s parent or guardian.

Can information be obtained about emergency department patients?

No, information about specific patients in the emergency department will not be available. OCPR is able to release general information, such as confirming that victims of a school bus accident were brought to the ER and the range of conditions of the patients. Once patients have been admitted to hospital units, they must be identified by name to obtain condition reports.

Deaths may be reported only after the patient’s next-of-kin or legal guardian has been notified.