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You’re the voice: make it clear, make it understood. Anna Payton, Marketing Officer, NCVER. You’re the voice of your research. no one knows your work better than you, but . your message must be clear and easily understood. Why use the media?. - PowerPoint PPT Presentation
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You’re the voice: make it clear, make it understood
Anna Payton, Marketing Officer, NCVER
You’re the voice of your researchno one
knows your work better than you,
but ...
your message must be clear
and easily understood
Why use the media?
but it’s agenda isn’t always the same as
yours
it can be a vital ally
Spoilt for choice1500 to 2000 emails weekly for 50 to 60 stories – HES, The
Australian
and getting coverage of VET
stories harder than stories on schools and universities
news values -• impact• timeliness• prominence• proximity• novelty• conflict• currency•human interest
Audience
your target audiences are the end-users of media and the media itself
Targeting your audience & mediastrong personal angle – general
news
labour market stories – career
sections
stories with a policy focus – HES, The Conversation, APO
social policy/education stories appeal to ‘Life Matters’ on
ABC National Radio
Tailor your message
balance between accuracy, completeness and readability
clarity
structure – use the inverted
pyramid of all media stories
language
Telling the story when the media calls
Talking points – key messages that are clear, succinct, logical, conversational, and avoid jargon & acronyms
Timing
be accessible and responsive
Conclusions
good coverage is highly valuable for your
research, for you as a researcher , and your
organisation
Acknowledgements & referencesJohn Ross, Higher education journalist, The
Australian
References Ross, J. & Payton, A. (2012). Interview with John
Ross on vocational education and training stories in the media. Unpublished.
Rodgers, P. (2011). NCVER Media Awareness Training. NCVER, Adelaide. [in-house workshop]
Questions?