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Working with the media

Public Affairs workshop. Working with the media. Ruth Collier Head of Press and Information Office 9 March 2012. 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

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Working with the media

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  1. Public Affairs workshop Working with the media Ruth Collier Head of Press and Information Office 9 March 2012

  2. 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

  3. Know what you want Know what they want

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

  5. +

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

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

  8. Know what you want Know what they want

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

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

  11. firstname.surname@bbc.co.uk

  12. 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

  13. 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?

  14. Pre-empt • Use simple language • Say what this isn’t • Prepare the contrary evidence • Brief people • Answer the tough questions • Seize the initiative

  15. Least pr • 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

  16. Events

  17. Know what you want

  18. 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?

  19. 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

  20. 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

  21. what you want what they want

  22. Main news pageswww.ox.ac.uk/news800,000 hits a yearPress & Information Officepress.office@admin.ox.ac.uk

  23. iTunes U12m downloads in 3 yearshttp://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/

  24. FacebookUniversity page470,000 ‘fans’Weekly reach >300,000www.facebook.com/the.university.of.oxfordcarolyne.culver@admin.ox.ac.ukPublic Affairs

  25. TwitterUniversity streamhttp://twitter.com/uniofoxford 34,000 followers Gaining 500-600 per weekpress.office@admin.ox.ac.ukPress & Information Office, Public Affairs

  26. Oxford TodayMagazine and website160,000 circulationwww.oxfordtoday.ox.ac.uk ot.editor@admin.ox.ac.uk Public Affairs

  27. e-pidge70,000 alumnijoanna.whiting@alumni.ox.ac.ukAlumni Office

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