BROWN BAG WORKSHOP: MEDIA TRAINING Office of

Transcript:BROWN BAG WORKSHOP: MEDIA TRAINING Office of:
BROWN BAG WORKSHOP: MEDIA TRAINING Office of Communications & Marketing Today’s media landscape Print/Online New Media (Huffington Post) Television Radio Social Media Blogs Facebook Twitter Pintrest Where people get “news” Source: Pew Project for Excellence in Journalism Why work with the media? Promotion of your scholarship or expertise Contribute to Georgia Regents University and Health System’s reputation Tell our story Why work with Media Relations? We are the spokespersons for the enterprise We have relationships with the media We have experience with traditional and non-traditional media We are knowledgeable about applicable state laws (Open Records Act, Sunshine Law) We vet media requests We advise on appropriate venues and reporters We are trained to handle crisis communications We are former members of the media Timeliness: Why it’s important Deadlines are constant Reply to media inquiries as quickly as possible Expert’s obligation Helps to develop reporter/expert relationships Media outlets usually work together in which increases your chances of national & international exposure Media Exposure: How do we get it? Responding to media inquiries Media releases External pitches Op-Eds Established relationships with institutional experts Public Relations Listservs Crises Roles Interviewer Reporters don’t work for us A good reporter is: Balanced/Honest Quick A generalist Curious Interviewee What to do when a reporter calls you Alert the Media Relations Department before scheduling a time to speak with the media. We will advise on how to proceed and assist in scheduling an interview. We’ll ask the questions Identify the media outlet What is the story about? Who else are they talking to? Who is the right expert? What is the deadline? Relax – you’re the expert, remember? What to do when a reporter calls you USE LAYMAN’S TERMS! Don’t “dumb down.” Lose the jargon Tell it to your mother Know your audience Don’t assume any prior knowledge on the reporter’s part Soundbites Realize up front that reporters will use about 10 seconds of what you say Analogies and visual examples work well Arm yourself with some keepers about your area of expertise Dull: Premature babies don’t have enough surfactant and may benefit from an endotracheal tube Keeper: When babies are born premature, the sacs in their lungs stick together when they breathe in and out. By providing a natural lubricant, through a tube in their airway, we can fix that problem. Bridging Know in advance what you are going to talk about and LISTEN CAREFULLY to