Communicating your research: Dealing with the media

Wednesday, April 24, 2013 1Graduate School Training Courses

Communicating Your Research:

Dealing with the Media

Wednesday, April 24, 2013 Graduate School Training Courses 2

The media tree


Why bother with journalist?

• Publicity for your work• Funding• Spread your word• Inform the public

• Boost profile of the university

• Personal profile• Bring about change


What is the new story?

• New• First• Different• Shocking• Affects people• A Crisis• Important


What do they want from you?

• Good stories• Information and

case studies• Pictures• Sound• Filming locations• Time

How do you go about it?

• Use your press office• Draft press release• Extras • Contact media• The press conference• Be available


The big day

Know your audience• Fail to prepare –

prepare to fail• Key messages• Brainstorm• Anticipate questions• Think like a journalist• Don’t be bounced

Tricky questions• Take control of the

interview• Be calm• Bridging technique


Bridging

My first interesting point

Another interesting point

Vitally important point

Unwanted question

Tricky question 1

I really hoped you wouldn’t ask

me that


Bridging phrases

That was not part of my remit but what I can tell you is...

That’s one point of view but our research showed...

That’s not for me to comment, you should be asking that of...

An interesting point indeed, but not what I want to focus on now, what I want to concentrate on is ...


Just two more things...• Embargoes• On/Off the record?

Bridging phrases• Extend your answer• Put it off• Divert question• Turn it round


Postscript

• Look at the coverage• What would you do differently?• How could it have been better?• Peer review• It doesn’t stop there

Education

Communicating your research: Dealing with the media