Anne Craig, University RelationsDave Ridout, University Relations

Colette Steer, School of Graduate StudiesVicky Arnold, School of Graduate Studies

Interacting with the Media

Agenda

• Introduction– Why Interact with the Media– What is University Relations– What does the Media Relations Team do

• Promoting your research– What we do with new research– How we can help get your research noticed

• Media tips and tricks• Introducing our expert

– Nathalie Ouellette talks about her media experience• Break• Mock interviews

Why Interact with the Media

Interacting with the media can help you get academic and non-academic jobs:

• boost your public profile and that of your research, enhance your credibility as an expert• increase your chance of securing research/fellowship funding, invitations to speak at

conferences, and academic positions. Funding agencies are interested in knowledge mobilization and dissemination. Universities are interested in people who can help enhance the reputation of the university/department and build a positive profile because that helps them attract more students and funding

• increase your chance of securing non-academic employment opportunities. Employers look for communication skills, the ability to translate complex ideas to a lay audience and professionalism. They will evaluate you consciously and subconsciously as well as check you out on social media. You are your own brand.

• include media interviews and mentions on academic (CCVs) and non-academic CVs

Learn how to communicate about your research/expertise with non-specialist audiences

• Practice makes perfect: today’s workshop, Expanding Horizons, Grad Chat, research showcases and recruitment videos, Queen’s University Relations training.

Internal communication channels

• Queen’s in the News • Queen’s Gazette Newspaper

• Queen’s Gazette Online• Queen’s Gazette Today

• Queen’s Social Media presence

External communication channels

Our office has contacts with a wide array of local, regional, national and international media outlets, in a variety of media.

• Broadcast (television, radio)• Print• Web-based• New media (podcasts)• Trade/industry specific

Pitching to the media

• Contact our office ahead of your research publication/funding announcement/event.

• For research, after paper is accepted, even if print date is TBD.• For funding, after you receive confirmation, even if formal announcement date

not yet announced.• To comment on current events in your area of specialty, ASAP.

• We’ll work with you to create a media strategy.• After writing the news story, we pitch the idea to the media.

The news story

The media pitch

The result

Interview Techniques: Preparation

• Make sure you have the most up-to-date information on the topic in question. If necessary, do a little extra research.

• Outline what you want to achieve in this interview and develop any necessary key messages.

Interview Techniques: Preparation

• Try to brainstorm a couple of “quotable quotes” that you can use.

• Understand any examples or analogies before you use them.

Interview Techniques: During the Interview

• Stay calm and avoid distractions.• If on camera, be careful when using gestures and be

aware of clip-on microphones, when the camera is rolling and any other equipment (tape recorders and microphones)

Interview Techniques: During the Interview

• Answer questions as naturally as possible. • Repeat any important key messages and remain

consistent with your answers

Interview Techniques: During the Interview

• Don’t use jargon or acronyms. • Avoid sarcasm and humour. • Wrap up interview by repeating your opening statement

or an important point.

Next steps

• Contact us when your research has been accepted for publication

• Provide a lay abstract, a PDF of the research paper and date of publication

• If it’s a joint release, provide information on co-authors and/or other public relations contacts

• Be prepared to answer questions about your research in lay terms. Media relations can help with that

• Have a photo on hand for both the Queen’s website and the media

• If you have outlets you want us to pitch, please provide that information

• Be prepared to speak with the media

Mock Interviews

Practice responding to questions:

• with Anne and Dave and get immediate feedback• with Colette on radio and get a recording and feedback

after the session• with Vicky on video and get a recording and feedback

after the session