Talking with the media

Nicola Donnelly, CARDI Communications Officer 28th May 2014

Understanding the media What is the media What is news Tips for talking to the media Research in the news Social media

Understanding the media

There is often confusion about what is meant by ‘media’ because this word has such a broad context. Roughly speaking, ‘media’ covers any medium we use to communicate with the public, such as radio, TV, newspapers, magazines, websites, blogs and social networking.

Types of media

•Newspapers: tabloid and broadsheet •Radio •Magazines •Television •Web and social media •Video

Types of stories

•News •Features •Opinion •Interviews •Letters to the editor

‘News is people. It is people talking and people doing. Committees, cabinets and courts are people; so are fires, accidents and planning decisions. They are only news because they involve and affect people.’ Harold Evans, former editor The Times

What makes something news?

•Superlatives- biggest, smallest, oldest, tallest... •Novel, new discovery or findings •It’s impact on people •Proximity •Conflict •Celebrity

How do media source stories?

•Press Releases •Web •Other media •Social media •Observation •Courts •Events

Why talk to the media?

•Putting the ‘human’ into human interest story •Explain •Explore •Implore •Campaign •Get your point of view across •Highlight •Raise awareness •Influence

Benefits of engaging with media

•For vol/community groups it may give you the opportunity to get your message out to a wider, more varied audience •Having a variety of media spokespeople on hand can allow you to explore different types of media opps:

•E.g. News media require quick, concise comment- a research lead may be most suitable •E.g. A lifestyle feature piece requires a more human interest input so putting forward participants in research or those directly impacted by an issue may be more suitable

Benefits for research participants or vol/comm sector

•Get your voice heard- not merely interpreted by a researcher or official spokesperson •Media work may be interesting and engaging •A new experience •Empowering

Risks

• Findings/issues may be over-simplified for the sake of a human interest angle

• Ethics- e.g. is it ethical to put forward a person as a interviewee on a sensitive topic?

• Main points of research may be sidelined by more personal issues

• For the participant engaging with the media will require time, preparation and a certain amount of public exposure

Risk mitigation

• Drafting of key messages for all potential interviewees

• Media training incl. practice interviews • Informed consent • Consideration of time and effort required by

participants • Identification of potential risks in advance of

media engagement • Examining the appropriateness and value of

media opportunities

Video games bring new life to older brains (Reuters Oct 2013)

CARDI funded research in the media

CARDI funded research in the media

CARDI funded research in the media

Things to remember when talking with journalists

•Journalists are just people (yes really...even Piers Morgan!) •Journalists often work on tight deadlines •Journalists want you to get to the point •Journalists want to explore the human side to a story

Talking to the media

•Research •Prepare •Focus on 3-5 main messages •Focus on the impact on people •Keep it simple and succinct •Use active language •Prepare a few key facts or examples

Interviews

•Ask questions •Prepare and practice •Make a short note of your key points •Concentrate on Who; What; Where; When; How

Interviews

•Relax & Breath •Stick to your key messages •Make eye contact •Keep answers brief- Less is more •Don’t answer what you don’t know •Use everyday language •Remember everything is on the record

Approaching the media

•Compile a list of media outlets as targets •Making a pitch •See the story from the point of view of the public •Be clear and concise •Be timely

The Pitch

•Identify the project •Identify the issues •Identify key messages •Identify characters •Tell a story •Don’t use acronyms or complicated technical terms •Focus on human angle •Link to other topical/current events •Think visuals

Social Media

Social Media

•Twitter •Facebook •LinkedIn •YouTube •Blogs

Social Media

•Almost eight out of 10 online Irish adults use social networks •78% of adults use Facebook, • 42% use YouTube, • 32% use Twitter, and •27% use LinkedIn. (Source: Amárach Research 2013)

Silver Surfers

•Numbers of older people with access to and using the internet are increasing these numbers remain low in comparison to other age groups. •In the Republic of Ireland, 53% of 60-74 year olds have never used the internet, compared with 3% of those aged 16–29 (CSO, 2012).

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