Advice on communication

Some simple advice for communication with the media and the outside world, as well as with employees and students:

  1. Take communication initiative, internally and externally.
  2. Prioritize early, fast, open and continuous information.
  3. Tell the truth, but only talk about what you know. Do not speculate.
  4. Give one consistent message in all media and channels.
  5. Do not reduce the event.
  6. Be calm empathetic and create credibility.
  7. Be objective and neutral. 
  8. Adapt the information. We are a multicultural university.
  9. See the media as an important partner.
  10. Be available.

Frequently asked questions that need to be answered

  • What?
  • When?
  • How?
  • Who?
  • Where?
  • Why?

Also keep in mind

Be aware that the media use several sources, and that there is a great risk that conflicting information appears in different places.

Citizen journalism is a significant factor to be reckoned with. Via, for example, text messages, mobile photos, Facebook and Twitter, information is spread directly from the field very quickly.

News dissemination is also accelerating; a local news quickly becomes national, and may well also become international.

Do not forget the internal communication to employees and students. Use quick channels, but do not forget to gather people and inform them face to face when needed.