UNL Media Training


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Media Training overview conducted with UNL IANR Research Faculty at Nebraska Innovation Campus. Download the powerpoint presentation to view the embedded videos.

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UNL Media Training

  1. 1. Presented By: University Communications STEVE SMITH | DAVID FITZGIBBON |TYLER THOMAS & IANR EdMedia DAN MOSER August 11, 2014 UNL MEDIA TRAINING
  2. 2. Our Goal: To help UNL look as good as possible in the public eye - How we can help you; what we need from you - What special needs and issues are there in your area? WHY ARE WE HERE? 2
  3. 3. • To understand different types of media • To understand what media needs from YOU • How best to communicate with reporters to have the best outcome for you, your department and UNL TODAY’S GOALS 3
  4. 4. • Media successes? Examples of stories that turned out well for you? • Bad experiences? A time when something didn’t go so well with a reporter or in the media? YOUR MEDIA EXPERIENCES 4
  5. 5. • Whatever the media says it is. • For us, that can mean: – A news event/topic in which you may have expertise – Groundbreaking or interesting research – Work that has an impact (“So what?”) – Conflict or tension – A first, a best, or an only WHAT IS NEWS? 5
  6. 6. • Good news about discoveries/breakthroughs, great teaching, outreach and research is important to UNL’s, the college’s and YOUR reputation • Are your competitors in the news? • Everything is about reputation – Budgets/funding (state, federal, local) grants, allocations – Attracting grad students, postdocs and undergrads – Your peers around the world WHY BE IN THE NEWS? 6
  7. 7. • Work with University Communications, your area’s communicators to bring ideas to media • Be reporter-friendly: Establish a relationship with local, national reporters – Don’t wait for a crisis or when you need something • Know how each medium works, its deadlines, limitations AND how it excels • Be accessible • Build your own personal “brand” GET MEDIA ATTENTION 7
  8. 8. … when it comes to publicizing grants. – No stories or announcements, internal or external until after the official award letter comes from the Office of Sponsored Programs –Anything earlier jeopardizes funding 8 TIMING IS EVERTYHING…
  9. 9. 9
  10. 10. • Newspapers are permanent, tangible – and still set the news agenda • Stories tend to be long, fact- and detail-heavy • The local daily is your link to community (taxpayers/voters/constituents) 10 PRINT MEDIA
  11. 11. LINCOLN JOURNAL-STAR – Higher Education: Chris Dunker – Agriculture: Nicholas Bergin OMAHA WORLD HERALD – Higher Education: Kate Howard – Lincoln Bureau: Paul Hammel, Joe Duggan, Martha Stoddard ASSOCIATED PRESS OMAHA – Nelson Lampe, Margery Gibbs DAILY NEBRASKAN, DAILYeR, NEWSNET NEBRASKA – Ever-changing cast WRITING RIGHT NOW 11
  12. 12. • Putting stories together mainly in afternoon • May have 4 or 5 newscast deadlines • TV reporters usually are generalists – no beats • Stories are usually 1M:15S to 1M:45S • Deadlines are far more strict than newspapers’ TV NEWS 12
  13. 13. • 10/11 KOLN/KGIN • 8 KLKN • 7 KETV And also: • 3 KMTV • 6 WOWT • 42 KPTM WHAT TV WILL CONTACT YOU? 13
  14. 14. • Hourly deadlines • Reporters are generalists • Stories are generally 30-seconds RADIO NEWS 14
  15. 15. • KFOR • KLIN • NET Radio • KRVN • KRNU (UNL Student Station) WHAT RADIO WILL CONTACT YOU? 15
  16. 16. • Local & National News – Both are important for different reasons, more connected than ever • Fragmented or ‘niche media’ – Fox, Politico, The Daily Show, HuffPo, Daily Caller • Do you feed their agenda? CHANGING MEDIA LANDSCAPE 16
  17. 17. • 24/7 look into what you are doing – Allows for promotion and publicity of you/your work – A chance to build a personal brand for yourself and/or your research – A chance to connect with other thought leaders, media, foundations – Allows your college, department & UNL to promote what you are doing • Have a plan or follow up with Tyler to develop one SOCIAL MEDIA 17
  19. 19. YOU HAVE THE RIGHT TO: • Not be forced to do an interview on the spot • Understand EXACTLY what the story is about and your specific place in it • Know who else has been/will be interviewed • Know what types of media platforms it will be on • Be aware, if TV or radio, if it will be taped or live • Know how long the interview will take • Know how much time you have to return a call • Remain silent YOUR BILL OF RIGHTS 19
  20. 20. • Think of 3 key messages to get across – Write them down, practice saying them • Prepare background, gather materials – Offer simple explanations, graphics – Provide copies of abstracts, papers – Be ready to explain as you would to a freshman – Have ideas about practical outcomes, implications and future research • Practice with a colleague or a communicator • Email interviews: pros and cons BEFORE THE INTERVIEW 20
  22. 22. • Wear an “N” pin or your nametag • Practice, practice, practice • Pick your best setting – This could involve a UNL backdrop or assistance from University Communications • Make sure to include your full name, title and university affiliation APPEARANCE MATTERS 22
  23. 23. • Breathe deeply, speak slowly • Use simple words and short sentences • Use your messages in your responses (even if the reporter fails to ask the right questions) • Avoid repeating negative words from their Qs • Avoid qualifiers • When you finish answering, STOP TALKING • Nothing is ever ‘off the record’ • Don’t ask to read/edit story before it’s published • NEVER say ‘no comment’ MESSAGING MAXIMS 23
  25. 25. • News releases/media pitches, work with: – Dan Moser (472-3007) or – Steve Smith (472-4226) to suggest ideas • Offer ideas – don’t just react or wait for media to discover you • Know where you excel • Watch trends in discoveries & events around the world, in and out of your field • Speak out! Op-eds, letters to editor • Embrace social media BE A MEDIA STAR 25
  26. 26. • Talk shows: Use NET studios to go live • Long-form interviews, radio/TV if possible • Help get something visual or audio for TV/radio stories • Be aware of cross-media promotions – TV, radio publish text stories to their websites, offer reports to AP and other national outlets BE A MEDIA STAR 26
  27. 27. • Ante in: Build your personal ‘SUBJECT-MATTER EXPERT’ brand • Pay attention to how science is reported • ProfNet and HARO • Alert UComm, EdMedia of forthcoming published research that may be of interest to media • Think globally, act locally • Leslie Reed, national news editor (472-2059) THINK CREATIVELY, GO NATIONAL 27
  29. 29. • Steve Smith, News Director – 472-4226 | SSmith13@unl.edu • Leslie Reed, National News Editor – 472-2059 | LReed5@unl.edu • David Fitzgibbon, UNL Broadcast Manager – 472-8520 | DFitzgibbon1@unl.edu • Dan Moser, EdMedia Manager – 472-3007 | DMoser3@unl.edu • Tyler Thomas, Social Media Specialist – 472-6554 | TThomas10@unl.edu HERE TO HELP 29
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