An introduction to media relations

January 9, 2018 | Author: Anonymous | Category: Science, Health Science, Endocrinology
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Public Affairs workshop

Working with the media

Ruth Collier Head of Press and Information Office 9 March 2012

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Launch of centre for Iranian studies Research findings on dangers of vitamin A deficiency Access Fair highlighting Oxford’s outreach work Bodleian acquires John Major’s papers Inaugural lecture of Brown Chair of Cardiovascular Medicine Research findings on public attitudes to immigration David Attenborough giving talk at Zoology Department Seminar series on London riots Academic wins £25,000 prize for neurology research £1m gift for bursaries for Tanzanian students

Know what you want

Know what they want

Ingredients • • • • • • •

Relevant to lots of readers/viewers/listeners Human interest Strong emotions Topical Superlatives Strong images Good quotes

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Basics • • • • •

News is new A hook Can be summed up in a couple of sentences Quick to write Easy follow-up

Ingredients • • • • • • •

Relevant to lots of readers/viewers/listeners Human interest Strong emotions Topical Superlatives Strong images Good quotes

Know what you want

Know what they want

Pitch at the right level • Have you seen a similar story in these papers/programmes? • Develop contacts

• www.surveys.ft.com • www.economist.com/specialreports/

[email protected]

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March: Same-sex civil marriage consultation 5-11 March: British Pie Week 08-11 March: Crufts 9 March: US monthly unemployment statistics released 11 March: First anniversary of Japan earthquake and resulting tsunami and Fukushima nuclear disaster 12-18 March: Islam Awareness Week (UK) 14 March: Annual 'No Smoking Day' (UK) 14 March: Pi Day (global) 17 March: St Patrick's Day 18 March: Mothering Sunday (UK) 18 March: Presidential elections in Germany 20 March: Spring equinox 21 March: World Poetry Day 21 March: UK Budget

Predict • • • • • •

Look at existing media coverage on the topic Consider any controversial aspects What’s the bad headline? What evidence will be used for that headline? Who will comment? Could this be misunderstood?

Pre-empt • • • • • •

Use simple language Say what this isn’t Prepare the contrary evidence Brief people Answer the tough questions Seize the initiative

L e a sLaunch of centre for Iranian studies tResearch findings on dangers of vitamin A deficiency Access Fair highlighting Oxford’s outreach work p Bodleian acquires John Major’s papers r

• • • • • Inaugural lecture of Brown Chair of Cardiovascular Medicine • Research findings on public attitudes to immigration • David Attenborough giving talk at Zoology Department • Seminar series on London riots • Academic wins £25,000 prize for neurology research • £1m gift for bursaries for Tanzanian students

Events

Know what you want

• Is it open to the public? • Are media invited to attend (does that include broadcast?)? • Will you film it? • Will the key person be available for a photocall? • Will the key person be available for interviews? • Will someone say something controversial or surprising? • Will a script be available in advance? • Is there another body also wanting to promote the event? What are their aims and key messages? Are they well resourced?

David Attenborough giving talk at Zoology Department - dud Is it open to the public? No Are media invited to attend (does that include broadcast?)? No Will you film it? No Will the key person be available for a photocall? No Will the key person be available for interviews? No Will someone say something controversial or surprising? No Will a script be available in advance? No

Inaugural lecture of Brown Chair of Cardiovascular Medicine - big news Is it open to the public? No Are media invited to attend (does that include broadcast?)? Yes Will you film it? Yes Will the key person be available for a photocall? No Will the key person be available for interviews? Yes Will someone say something controversial or surprising? Yes Will a script be available in advance? Yes

what you want

what they want

Main news pages www.ox.ac.uk/news 800,000 hits a year Press & Information Office [email protected]

iTunes U 12m downloads in 3 years http://itunes.ox.ac.uk/ YouTube www.youtube.com/oxford Guidance on making audio and video, with contact details: www.ox.ac.uk/public_affairs/audio_and_video/

Facebook University page 470,000 ‘fans’ Weekly reach >300,000

www.facebook.com/the.university.of.oxford [email protected] Public Affairs

Twitter University stream http://twitter.com/uniofoxford 34,000 followers Gaining 500-600 per week

[email protected] Press & Information Office, Public Affairs

Oxford Today

Magazine and website 160,000 circulation www.oxfordtoday.ox.ac.uk [email protected] Public Affairs

e-pidge 70,000 alumni [email protected] Alumni Office

what you want

what we want

Blueprint [email protected] Public Affairs

Staff News www.ox.ac.uk/staff/news [email protected] Public Affairs

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Launch of centre for Iranian studies Research findings on dangers of vitamin A deficiency Access Fair highlighting Oxford’s outreach work Bodleian acquires John Major’s papers Inaugural lecture of Brown Chair of Cardiovascular Medicine Research findings on public attitudes to immigration David Attenborough giving talk at Zoology Department Seminar series on London riots Academic wins £25,000 prize for neurology research £1m gift for bursaries for Tanzanian students

www.ox.ac.uk/onlinemediaguidance [email protected] (01865) (2)80528

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