Educating Public About Science

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A presentation that I did for several years to classes at UNT Health Science Center while I was in charge of public relations and media relations.

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Educating Public About Science

  1. 1. PR and the media: Educating the public about science Kay Colley Manager of News and Information UNT Health Science Center
  2. 2. Who am I? <ul><li>Bachelor of Arts in Journalism, Texas A&M </li></ul><ul><li>Master of International Journalism, Baylor University </li></ul><ul><li>PhD candidate Higher Education, UNT </li></ul><ul><li>18 years of journalism experience at newspapers, magazines, radio stations, television stations, other agencies in PR </li></ul><ul><li>10 years of teaching experience </li></ul>
  3. 3. What is News? <ul><li>From Bill Sloan, former National Enquirer editor, the two undeniable truths about the news business: </li></ul><ul><ul><li>Journalism is at least as much about playing on the reader’s emotions as about disseminating information. </li></ul></ul><ul><ul><li>The best way to sell lots of papers is by entertaining the masses, not educating them. </li></ul></ul>
  4. 4. Elements of News or News Values <ul><li>Impact—matter in people’s lives </li></ul><ul><li>Immediacy—timeliness is crucial </li></ul><ul><li>Proximity—the closer the better </li></ul><ul><li>Prominence—famous people </li></ul><ul><li>Novelty—unique or unexpected </li></ul><ul><li>Conflict—drama </li></ul><ul><li>Emotions—does it have human interest? </li></ul>
  5. 5. News Flow <ul><li>Whether or not a story gets play often depends on news flow </li></ul><ul><li>Each medium has a slightly different flow </li></ul><ul><li>Visuals are also important and fit into the flow as well </li></ul>
  6. 6. How a story makes it to print/air <ul><li>Where do the ideas come from? </li></ul><ul><li>Role of editors/producers </li></ul><ul><li>Role of reporter </li></ul><ul><li>Role of editor/producers </li></ul><ul><li>Role of design/anchors </li></ul>
  7. 7. The News Story Structure <ul><li>5 Ws and H </li></ul><ul><li>Inverted pyramid </li></ul><ul><li>The lead’s the thing </li></ul>
  8. 8. How to Write an Effective Lead <ul><li>Collect all of your facts. </li></ul><ul><li>Sum it up. Boil it down. </li></ul><ul><li>Prioritize the 5 Ws and an H </li></ul><ul><li>Rethink. Revise. Rewrite. </li></ul>
  9. 9. News Story Checklist <ul><li>Be concise—S-V-O </li></ul><ul><li>Be accurate </li></ul><ul><li>Remember the day if it’s relevant </li></ul><ul><li>Don’t name names </li></ul><ul><li>Use strong verbs </li></ul><ul><li>Ask “Why should I care?” </li></ul><ul><li>Sell the story </li></ul><ul><li>Leave the lead if need be </li></ul><ul><li>Move attributions to the end of the sentence </li></ul>
  10. 10. How Public Relations Fits In <ul><li>The majority of stories are generated from an idea given to media by someone in PR </li></ul><ul><li>What is PR? </li></ul><ul><li>How is PR different than news? </li></ul><ul><li>How is PR different than advertising? </li></ul><ul><li>How do PR people affect the news? </li></ul>
  11. 11. Tools that PR People Use <ul><li>The press release </li></ul><ul><li>The pitch </li></ul><ul><li>Internal newsletters </li></ul><ul><li>External newsletters </li></ul><ul><li>Brochures </li></ul><ul><li>Flyers </li></ul>
  12. 12. Conclusion <ul><li>Examples </li></ul><ul><li>Questions </li></ul>

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