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Public Engagement with Research Masterclass 9: Working with the Media
and using Social Media for Public Engagement
Professor Vanessa Toulmin,
Shemina Davis and Amy Pullan Media RelationsTeam
Leon Mallett Digital Engagement Team
21/11/2013 © The University of Sheffield
Outline of session
2pm Welcome
2.10pm Professor Vanessa Toulmin
2.40pm Shemina Davis and Amy Pullan
3.10pm Leon Mallett
3.45-4.00pm Questions and evaluation
Introduction to the project and Public Engagement with Research team
• Introduction to the Public Engagement with Research Team
• The Masterclass series
• What we can do to help?
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Masterclass series Masterclass title Date & time
What to think about when organising your public engagement event 27th February 2-5pm
How to identify partners in the city? Internal and external 27th March 1-4pm
Public Engagement or Widening Participation/ Outreach? Organising for children and young people – what you need consider
24th April 1-4pm
Relating Public Engagement to Impact 29th May 1-4pm
Costing your Public Engagement activity and how the University finance systems work
26th June 1-4pm
Film & documentary skills 31st July 1-4pm
Writing a funding bid and identifying potential funds 26th September 1-4pm
Writing a risk assessment for your event 30th October 1-4pm
Media and social media training 20th November 1-4pm
Ideas for evaluating your public engagement event 18th December 1-4pm
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Who is here?
• About the audience – show of hands
• Who is here? Academic, professional services staff and students.
• Who has organised a public event before? Who has organised 5 or more?
This is an inclusive environment to come together to learn and share experiences of public engagement
21/11/2013 © The University of Sheffield
What is Public Engagement?
• “Public engagement describes the myriad of ways in which the activity and benefits of higher education and research can be shared with the public. Engagement is by definition a two-way process, involving interaction and listening, with the goal of generating mutual benefit ”
National Coordinating Centre for Public Engagement
• The University’s Good Research and Innovation Practices policy
www.sheffield.ac.uk/ris/grip
• Minimum accepted practices in public engagement
• Higher practices to aspire to
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“Gob on the Stick”: Or how I learnt to love the
press
Professor Vanessa Toulmin Head of Engagement
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AHRC Funded Projects
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Mitchell & Kenyon dissemination and public profile
• Academic conferences and publications
• BBC 2 Three part series
• Four DVDs
• 140 Live shows of material relating to each UK location
• Cinema trailer
• International tour
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Moving Footage
• http://www.youtube.com/user/BFIfilms
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Creating the angle: Who ate all the pies! And Sky News
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Lessons learnt
• Media an effective tool or widening public interest
• Created an audience beyond the academy or the archive
• Increased awareness for other archival footage in collections
• Simplification of the story of the collection
• One in three stories did not cite academic or university merely the collection
• “thank you Vanessa for making my dentist understand what I do for a living” Dr Mike Hammond, University of Southampton
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Admission All Classes
• Press was required and necessary to build an audience
• More effective and cost effective than marketing company
• Part of the project was to change both the public and media perception of Blackpool
21/11/2013 © The University of Sheffield
Aims and Objectives • Revitalise the entertainment,
heritage sector and cultural industry quarter in Blackpool through arts based events and live shows
• Ten themed weekends July 2007 – October 2008
• Showcased different acts and events and using economic impact work to evaluate the success of each different themed weekend
• Provide the framework for future funding from educational, public and private sectors
Festival of the Mind • press releases handled by the University’s
Media Relations Team and specialist educational papers by a national PR company in London
• International press coverage 5: National press coverage 23
• BBC Home Page, Guardian, THES, Independent etc
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• Local: 58, Sheffield Star, Sheffield Telegraph with the Star running a daily feature on the festival
• Print 35 Times Higher, Guardian and Independent etc
• Online: 29 – Guardian, BBC, Huffington Post, Independent, Telegraph and Guardian Blog North
• Specialist magazine national and international - 15
• Broadcast (TV and Radio: 23, Radio, 4 (three times including Today programme), R5 (twice), Radio 6 and Radio Sheffield, Radio Lancashire, Radio Leeds etc, Look North.
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21/11/2013 © The University of Sheffield
Creating an audience both public and media
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Types of articles targeted
• Features
• Pictorial
• Editorial
• Comment
• Columns
• News piece
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Capturing the attention
• Lindsey add press articles here
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Good Visuals!
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Placing oneself in the story
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Radio and Television
ABC News
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BBC Radio 4 Midweek
BBC Online
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Supping with the Devil?
• Creative and interesting press release
• Good communication and responding quickly to a media enquiry
• Deciding what control if any you wish over the use of the material
• Informing and acknowledging key stakeholders
External evaluation of Public Engagement Team
• Data collection planned in next few weeks
• On-line survey, focus groups and individual interviews
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Opportunities for engagement – what is coming up?
Platforms:
• Children’s Festival (June 2014)
• Doc/Fest (June 2014)
• Festival of the Mind (September 2014)
For further information contact:
• Greg Oldfield, Head of Public Engagement
• Fran Marshall, Research and Evaluation Manager
• Addison Building Room A100
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Questions
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To Discover And Understand.
