Media Relations During Crisis Coverage.

GAINESVILLE (Fla.); FLORIDA

This article focuses on how public relations and media relations professionals at the University of Florida respond during crisis coverage in Gainesville, Florida. One thing some media relations personnel did learn, and others should keep in mind, is that news personnel change frequently, particularly in television. During the Gainesville crisis, Annette Lee talked to several reporters who had the two universities confused. The need to educate reporters was one of the lessons learned by media relations people in Gainesville. Part of the job requires educating the reporters to the specifics of the story and helping them get the facts straight. Several other points were reinforced to media relations professionals in Gainesville and Tallahassee through dealing with two large-scale crises.