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Strategic Communications and Media
November 2014
Introduction to the Monash Media Team
Rachael Fergusson Senior Media Adviser Strategic Communications and Media 03 9903 4841 [email protected]
Monash Media Team
• Who are we? • What do we do? • How can we help you?
Proactive and reactive media
What we’re dealing with: the media landscape
• Social media has changed the news cycle
• 24 hour news cycle • Massive decline in newspaper
circulation • Online dominates
The Conversation and AusSMC The Conversation • The Conversation is an independent source of news and views • Sourced by academic and research community • Editors work with experts to unlock their knowledge to share to the
public • Monash University is a founding partner • Great way to learn how to write for a lay audience • 90% of readers have an undergraduate degree or higher
Australian Science Media Centre • A not for profit established in 2005 to help the media report more
accurately on science. • Works with universities and have a wide range of resources for early
career researchers.
What makes news?
• “If it bleeds it leads”
• New and developing • Different, unusual or unique • Controversy or conflict • Emotive/Feel good • Relevant to large numbers • Location
What do the media want?
• An interesting story • Good quotes • Good pictures
What do you want?
• To promote your work • To engage with the journalist • Reach the public and a wide range of other
stakeholders • Fulfill funding requirements • Inform and influence public debate • Inspire and engage
Great, but what’s in it for me? • It’s fun and interesting • Raise your profile • Help secure funding for future work • If your research appears in the
media, you are more likely to be cited by your peers (NEJM, 1991)
How to deal with the media – tips and tricks • Preparation is key • You are never ‘off the record’ • You can call back later • You can ask questions • Don’t be flustered • Know your audience • Key messages
Jaymes Diaz Liberal Candidate for Greenway in NSW – 2013 http://www.youtube.com/watch?v=TrQPXXHUilU&t=3m0s
Key messages and why they’re important
• Key messages help you stay on track • Help take control back • Have between three and five key messages • Simple, concise and to the point
Telling the story… • Who • What • When • Where • Why • How
The difference between radio, print and TV interviews
Print/Online • Most will be over the phone • May go into more depth • Try to keep succinct, but you don’t need to
worry as much about having short answers
Radio • Check if it’s live or pre-record • Pre-record – more freedom, live you need
to keep going • Keep answers short • No jargon • Landlines are better • Make your most important point first
TV
• Again, same with radio, pre-record or live? • In-studio or at location? • Make sure you look and feel good – no
stripes, be mindful of jewellery • Practice and prepare • Short answers – try not to use um and ah to
much • Facial expressions and body language
18
Avoid the dreaded jargon
Why use… … when you can use
U.lise Use
Approximately Roughly
Generate Make
Hypothesise We think
Ascertain Find out
Func.onality Role
Parameters Limits
Stay focused on the big picture
• Don’t sweat the small stuff • Don’t get put off by relatively small
inaccuracies (misspelt names etc) • What was the main message, did it
come through? • Keep trying, don’t complain, learn from
the experience and move on
What if it all goes wrong…
• Unexpected, controversial or hard questions
• Don’t repeat back controversial words • If you find yourself getting off track use
linking phrases
Linking phrases
Linking phrases can help bring you back to your key messages • What I can say is… • What I’d like to point out is… • Let me answer that question by
explaining… • The most important thing to remember is…
Afterwards
• Do read/watch/listen to your interview, however cringey it is, it will help you and learn and develop your research communications skills
Reactive media – what to do if a journalist comes to you Journalists don’t always come to the Media Team, if that happens tell them to call or email us! Media Team: [email protected] / 03 9903 4840. • Sometimes they call the wrong person • They can take up a lot of your time • They might ask for comment on something controversial • They can put you under pressure • And… it’s not your job to handle media, it’s ours
Writing for research vs. writing for media
Writing for science: • Background • What we did and found • Broader picture conclusions Writing for news: • Main conclusion/finding • Important facts and background • What next
Story checklist
• What’s the news angle? • How is it new, different, unusual? Is it a
world first? • What will/could it lead to? • Tangible outcomes: what impact will this
have for the general public? • Is it of domestic or international interest? • What do you want to get out of this? • Who else is involved?
A bit about social media
Having a social media presence does involve planning. Monash has an established presence on Twitter, Facebook, Linkedin, Weibo and much more…
Any questions?
Get in touch
Rachael Fergusson Senior Media Adviser Strategic Media and Communications 03 9903 4841 [email protected]