Media Training

Employees and students taking part in an interview as a representative of the University of the Incarnate Word are encouraged to wear UIW-branded attire, whether that is a UIW polo shirt or something as simple as a UIW lapel pin. We understand that wearing the brand may not always be possible, but please be dressed appropriately and adhere to the following guidelines.

• Do not wear the brand of another university or a corporate brand that is not associated with UIW.
• Do not wear anything that has wording or imagery on it that might be perceived in a negative light or that is provocative.
• Do not wear apparel affiliated with a political candidate, campaign, or party.
• Avoid tight stripes or checkered patterns as this will cause a strobing effect on camera.
• Be aware of large or noisy jewelry. This can be distracting for a television viewer or radio listener and take away from the message you are trying to convey.
• If you are taking part in an interview in a personal capacity, and not as a representative of the University, do not wear UIW-branded attire.

If you have any questions or are in doubt about your attire, please contact Media and Public Relations Manager, Michael Valdés at michael.valdes@uiwtx.edu or (210) 422-4052.

All media interview requests are to be made through the Office of Communications and Brand Marketing. If you receive a request directly, please forward them to UIW’s Media and Public Relations Manager, Michael Valdés, at michael.valdes@uiwtx.edu or (210) 422-4052.

Once a media interview has been arranged for you via the Office of Communications and Brand Marketing, a media training session will be scheduled. Every interview with the media is a little different, but here are a few general guidelines to keep in mind when preparing for an interview.

• Make an effort to know the media outlet and who their audience is. You will want to try to adapt your language and delivery to fit their audience. For example, technical terms and jargon will be more appropriate for an interview with a trade publication than a local cable news network.
• Confirm whether your interview is for television, radio, print or digital media. This will help ensure you are dressed and prepared appropriately, and that your answers reflect the medium properly. For example, long, spoken answers may work for a print article that will be edited but not for a live newscast with a specific time allotted.
• Always assume that everything you say can and will be reported. A reporter is completely within their right to take even the most casual conversation and include it in their story. Be mindful of not addressing issues or expressing opinions that you would not want used in a report.
• Answer the question that is asked. Don’t feel the need to fill the silence with information other than what is necessary to answer the question. Always stick with subject matter that is within your area of expertise.
• Speak to the reporter, not the camera.
• Be calm and positive. Remember that you are the subject matter expert in your field, and the reporter is the expert in theirs. 

Ready to serve as a UIW expert for media? Schedule a media training by contacting our Media and Public Relations Manager, Michael Valdés, at michael.valdes@uiwtx.edu or (210) 422-4052.

Please remember that all interview requests should be made through the Office of Communications and Brand Marketing. If you receive a request directly, please direct the media contact to UIW’s Media and Public Relations Manager Michael Valdés at michael.valdes@uiwtx.edu or (210) 422-4052 to coordinate media interviews.

Please note that the University of the Incarnate Word is a private university and, therefore, all UIW campuses are considered private property. If you should encounter or are approached by a member of the media or a film crew while on any campus, please direct them to the Office of Communications and Brand Marketing. Do not feel the need to respond to any questions that you are being asked by the media.

• Always assume that everything you say can and will be reported. A reporter is completely within their right to take even the most casual conversation and include it in their story. Be mindful of not addressing issues or expressing opinions that you would not want used in a report.
• Answer the question that is asked. Don’t feel the need to fill the silence with information other than what is necessary to answer the question. Always stick with subject matter that is within your area of expertise.
• Speak to the reporter, not the camera.
• Be calm and positive. Remember that you are the subject matter expert in your field, and the reporter is the expert in theirs.

Sharing the many and positive accomplishments of our faculty, staff, students and institution through the media is a critical part of the University's communication efforts. Please remember that all interview requests should be made through the Office of Communications and Brand Marketing. If you receive a media request, please direct the media contact to UIW’s Media and Public Relations Manager Michael Valdés at michael.valdes@uiwtx.edu or (210) 422-4052 to coordinate media interviews.

If you are asked to represent the University of the Incarnate Word in an interview, it is always important to keep in mind the Mission and purpose of the University of the Incarnate Word. We ask that you take pause and particular consideration if being asked to take a position on political issues or controversial subject matter. Please do not speak on behalf of the University without prior approval.

Please remember:

• We are a Catholic institution with a long history of acceptance of people of all religions, nationalities, and backgrounds.
• We are a proud and recognized Hispanic-Serving Institution with a 54% Hispanic student population.
• We are a recognized and growing destination for first-generation students.
• We are a Yellow-Ribbon university, recognized for our work with military veterans and helping them transition from military to civilian life. More than one in five of our students are military affiliated.
• We work to help every student graduate with the lowest possible debt and secure a career that lifts their lives, their families, and their communities.
• We will inspire our students to live life to its fullest sense, with the genuine abundance of God’s love and grace.

If you should have any questions about a particular story you have been asked to comment on, do not hesitate to ask for direction or advice from the Office of Communications and Brand Marketing.

Please remember that all interview requests should be made through the Office of Communications and Brand Marketing. If you receive a media request, please direct the media contact to UIW’s Media and Public Relations Manager Michael Valdés at michael.valdes@uiwtx.edu or (210) 422-4052 to coordinate media interviews.

Preparation is the key to any interview. Once a media interview has been arranged for you via the Office of Communications and Brand Marketing, a media training will be scheduled. To get started on preparation or brush up on your interview knowledge, below are some simple tips to ensure you are properly prepared.

The Five W’s:

Before any interview, be sure you know your five W’s by memory: Who, What, When, Where and Why.

• Who is involved in the story you are discussing, and who does it affect?
• What are you/they doing?
• When will/did it happen?
• Where will/did it happen?
• Why is it important, particularly to the media organization’s audience?

What to Find Out Beforehand

The OCM team will assist with ensuring you have the following information. Before any interview, you should know:

• Location and Setting: Where will the interview take place? If it is in person, where will that be? If it is via Zoom or another online format, what is an appropriate setting for the interview? Do you need a background?
• Time: What time should you arrive, what time will the interview start, and how long does the reporter expect it to last?
• : Is the interview live or is it taped? Preparation is even more important for live interviews. In a taped interview, you can always ask to deliver an answer again.
• Questions and Topics: Don’t shy away from asking for the questions before the interview. While reporters may not always agree to this, they normally can give you a general idea of what they will be asking. This will give you a chance to better prepare your answers or talking points.
• Context: Find out what the full story is about and where your expertise fits into the story.
• Placement: When and where will your interview be shared?

Preparation Tips

There are a few simple practices you can implement to ensure you’re as prepared as possible.

• Write down two to three points that you want to make clear. Writing down those points will help you remember them during the interview. You can also keep the notes with you for reference if need be.
• Don’t get caught up in numbers and figures when providing answers. They can get confusing in the context of a conversation. You can always provide that type of factual content to the reporter before or after the interview.
• Schedule a media training with the Office of Communications and Brand Marketing. The team can help with notes, answers and mock interviews.

Media training is available for individuals employed by the University and full departments.

Please reach out to Media and Public Relations Manager Michael Valdés at michael.valdes@uiwtx.edu or (210) 422-4052 for more information or to schedule a media training