Purpose
The purpose of this framework is to ensure that all interactions between University Services and news media are conducted in a consistent, accurate and timely manner. Adherence to this framework maintains public trust, supports the overall mission of the University of Minnesota and protects the reputation of University Services and its departments.
Scope
This framework is inclusive of all media requests, including but not limited to traditional news media (including student publications), podcasts, blogs, and journalism, communications, or other student academic work that may be shared publicly.
This process is designed to ensure consistency with guiding principles while protecting team members and their information and adhering to deadlines and accuracy.
Guiding principles
University Services commits to the following principles in all media interactions:
Transparency and accuracy
We will provide factual, verified information to the media in a prompt manner. Statements must be grounded in operational facts and align with the University’s official positions.
Consistency
Media communications are routed through this process to ensure a single, consistent and authorized message is delivered regardless of spokesperson or topic.
Proactive engagement
We will proactively communicate important operational updates, strategic successes and relevant safety information to build goodwill and support the University’s mission.
Reputation protection
Around situations posing operational or reputational risks, the primary goal of our media response is to mitigate the risk, reassure stakeholders and demonstrate decisive action and accountability.
Definitions and duties
Marcom strategists
View a full list of University Services marcom strategists by area.
Designated spokespeople
Handling media inquiries
Professional outlet requests
All media inquiries, whether received by phone, email, or in person, should be immediately reported to the department’s assigned marcom strategist or to the marcom director or assistant director. (See Process below.)
The marcom director or assistant director will respond to the inquirer directly, and will loop in University Marketing Communications to discuss potential approach/response while working through the below processes.
The marcom director or assistant director will evaluate the subject matter and include additional University departments in this process if needed.
Student requests
All student media/class requests should be submitted through the University Services Media Request form at z.umn.edu/uservices-media-request
Filming and photography requests
University Services follows guidelines set forth by University Marketing Communications for those filming on campus. Filming for commercial purposes must be formally requested through University Marketing Communications.
| Request type | Contact |
|---|---|
| Commercial | [email protected] |
| Non-commercial and editorial | [email protected] |
Tracking
Every media inquiry is tracked in University Services Media Inquiry Tracking by marcom team members. Spreadsheet accessible to University Services Marketing & Communications team members only.
Review and approval steps
Request for written response
Follow this process if the media inquiry requests a written response via email.
1. Inquiry is received
- The team member receiving the inquiry promptly reports it to the department marcom strategist or marcom director/assistant director.
- The marcom director/assistant director informs University Marketing Communications to determine risk level and responds to media request accordingly.
2. Marcom strategist introduction
- The department marcom strategist or director/assistant director contacts the inquirer, introducing themselves as the main contact going forward.
- They request needed information, (or requests the contact submits the University Services Media Request Form) including the question(s) that the media representative is requesting a response to, their deadline, format, etc.
- Students are required to submit the University Services Media Request Form to receive a response.
3. Message development
- The marcom team member works with department leadership and team members to develop draft responses to the question(s).
4. Approval
- The marcom contact facilitates approvals via the Media Inquiry Response Template.
5. Response
- After collecting approvals, the marcom strategist or director/assistant director responds to the media inquiry with an approved response.
- The response is copy/pasted from the Media Inquiry Response worksheet. The worksheet is never sent externally.
6. Record
- The marcom team member records the contact in the University Services Media Inquiry Tracking spreadsheet (access is restricted to University Services marcom team members only). The marcom team member updates the entry with a link to the story if/when available and shares it with the department director and appropriate team members.
Request for interview
Follow this process if the media inquiry requests an interview.
1. Inquiry is received
- The team member receiving the inquiry promptly reports it to the department marcom strategist or marcom director/assistant director.
- The marcom director/assistant director informs University Marketing Communications to determine risk level and responds to media request accordingly.
2. Marcom strategist introduction
- The department marcom strategist or director/assistant director contacts the inquirer, introducing themselves as the main contact going forward.
- They request needed information, (or requests the contact submits the University Services Media Request Form) including the question(s) that the media representative is requesting a response to, their deadline, format, etc.
- Students are required to submit the University Services Media Request Form to receive a response.
3. Message and spokesperson development
- The marcom team member works with department leadership and team members to develop draft responses to the question(s). If questions were not provided, they work to develop key messages.
- The marcom contact works with department leadership to identify a knowledgeable and trained spokesperson on the topic.
4. Approval
The marcom contact facilitates approvals via the Media Inquiry Response Template.
5. Scheduling
- After a spokesperson is identified and (optionally) while the writing/approval process is underway, the marcom contact works with the identified spokesperson and media representative to schedule the interview.
6. Interview
- During the interview, a member of the marcom team is present to take notes and collect any follow–up items needed.
- The marcom facilitator should be ready to redirect the interview as needed in line with training.
7. Post interview
- After the interview, the marcom team member who staffed the interview consolidates and sends notes to the marcom director/assistant director and department director and/or associate/assistant vice president.
8. Record
- The marcom team member records the contact in the University Services Media Inquiry Tracking spreadsheet (access is restricted to University Services marcom team members only). The marcom team member updates the entry with a link to the story if/when available and shares it with the department director and appropriate team members.
Proactive media/pitching
Departments may, at times, have big wins to share. These situations follow a different process.
1. Determine newsworthiness
The team member presenting a media idea should meet with the department director and marcom strategist or director/assistant director to evaluate project/achievement against the below criteria to determine the potential for media coverage.
| Criteria | Description and questions to ask |
|---|---|
| Impact/scope | Does the achievement affect a large number of campus users, the surrounding community, or significant financial resources? E.g., A new residence hall, a major energy efficiency project impacting the entire campus |
| Innovation/novelty/new data | Does the story feature a new technology, a unique approach, or a program that is a "first" for the University or the state? E.g., Implementing AI for facility maintenance, using renewable energy sources for campus utilities |
| Relevance/ timeliness | Does the achievement align with current events, the academic calendar, or a hot public topic? E.g., A story about snow removal expertise in the winter, or a major construction update before the fall semester |
| Human interest | Does the story have a compelling personal angle, featuring a staff member who went above and beyond, or a unique day-in-the-life perspective? E.g., Profiling a long-time master electrician or the team responsible for historic building preservation |
| Alignment with University priorities | Does the story directly support one of the University's core strategic goals? |
2. Central team check-in
The marcom director or assistant director facilitates meeting with University Marketing Communications to discuss story potential, risks, audiences, and channels.
3. Identify audience
The marcom team will work with department team members to identify primary and secondary audiences to assist with channel selection.
4. Story development
The marcom strategist will work with team members, department leadership, and the marcom director or assistant director to develop key messages.
5. Pitch
The marcom director/assistant director will work with University Marketing Communications to pitch the story to outlets that are a fit.
6. Record
The marcom team member records the contact in the University Services Media Inquiry Tracking spreadsheet. The marcom team member updates the entry with a link to the story if/when available and shares it with the department director and appropriate team members.
History
Effective
January 2026