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You’re the voice: make it clear, make it understood Anna Payton, Marketing Officer, NCVER

You’re the voice: make it clear, make it understood

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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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Page 1: You’re the voice:                              make it clear, make it understood

You’re the voice: make it clear, make it understood

Anna Payton, Marketing Officer, NCVER

Page 2: You’re the voice:                              make it clear, make it understood

You’re the voice of your researchno one

knows your work better than you,

but ...

your message must be clear

and easily understood

Page 3: You’re the voice:                              make it clear, make it understood

Why use the media?

but it’s agenda isn’t always the same as

yours

it can be a vital ally

Page 4: You’re the voice:                              make it clear, make it understood

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

Page 5: You’re the voice:                              make it clear, make it understood

Audience

your target audiences are the end-users of media and the media itself

Page 6: You’re the voice:                              make it clear, make it understood

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

Page 7: You’re the voice:                              make it clear, make it understood

Tailor your message

balance between accuracy, completeness and readability

clarity

structure – use the inverted

pyramid of all media stories

language

Page 8: You’re the voice:                              make it clear, make it understood

Telling the story when the media calls

Talking points – key messages that are clear, succinct, logical, conversational, and avoid jargon & acronyms

Page 9: You’re the voice:                              make it clear, make it understood

Timing

be accessible and responsive

Page 10: You’re the voice:                              make it clear, make it understood

Conclusions

good coverage is highly valuable for your

research, for you as a researcher , and your

organisation

Page 11: You’re the voice:                              make it clear, make it understood

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]

Page 12: You’re the voice:                              make it clear, make it understood

Questions?