Strategic Communications and Media - Monash University · Having a social media presence does...

Strategic Communications and Media

November  2014  

Introduction to the Monash Media Team

Rachael Fergusson Senior Media Adviser Strategic Communications and Media 03 9903 4841 rachael.fergusson@monash.edu  

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

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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: media@monash.edu / 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 rachael.fergusson@monash.edu