The document provides guidance for York University faculty, staff, and students on how to work with the university's Media Relations office to communicate their research and stories to outside media sources. It outlines how the Media Relations team can help promote experts and respond to media inquiries, and offers tips for effectively communicating with reporters, such as focusing on a few main points and avoiding jargon. Guidelines are also given for what to do, and not do, when speaking to reporters.

1. Media Relations
at York
Telling your story to reporters
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Friday July 20, 2012

2. How Media Relations at York works
We work with professors, students and staff to tell York’s
stories to the outside world
• Through media advisories about upcoming newsworthy
events at York, as well as media releases and pitching
• By promoting York experts and responding quickly to
media requests for comment on the news stories of the
day
• Through videos and social media
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3. When media call, DO
• Call Media Relations for assistance - we can help you tell your
story. We know reporters, will help you focus in on your most important
messages, and can flag potential pitfalls or sensitive issues.
• Try to find out the approach or angle the reporter will take
• Take time to gather your thoughts – but get back to the
reporter
• Practice speaking in a simple, clear way about your
research
• Use examples, and offer to clarify any technical or
scientific information
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4. When media call, DO NOT
• Speculate (media will press you to do this)
• Exaggerate (you may have to prove it)
• Ask to approve the article before publication
• Expect to get your words back
• Go “off the record”
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5. TELLING YOUR STORY TO THE MEDIA
• Focus on a few main points
• Keep your points simple and tailor them to the audience
• Relate your research to things people care about
• Be patient – not everyone is a scientist
• Be enthusiastic about your work
• AVOID JARGON
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6. Male and female brain patterns differ
during reaching: York U study
Toronto, April 2, 2007 − Men’s and women’s brains “fire”
differently when they are planning how to reach for
something, so rehabilitation after brain injuries such as
strokes may need to be tailored to the sex of the person,
says a new study by York University researchers.
Associate professor Lauren Sergio and recent PhD
graduate Diana Gorbet found.....
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7. Gender a factor in stroke recovery,
study finds: The Globe and Mail
Women use more of their brains than men when it comes
to driving a car, using a computer mouse or performing
other visually guided actions, says a new study that
suggests stroke victims should have different rehabilitation
programs depending on their gender.
Covered by: Canadian Press, The Globe and Mail, The Washington Post,
CBC, London Free Press, AM 640, CHUM FM, ScienceDaily.com, and others.
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8. Relate your work to the stuff people
really care about…
Their health, their families, and their fun……
Olympic athletes may seem faster in red
Wearing red at the Olympics may give an athlete an easy
advantage, according to a York University study that shows
perceptions of motion are subconsciously affected by
colour.
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9. How Maz Fallah kept it simple
• Quirks & Quarks
• CBC: Athletes in Red May Seem to Go Faster
Clear language, simple and straightforward, for people
who are interested in science but may not be scientists…
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10. Visuals and demonstrations help to explain
scientific terms…
Explaining Posterior Parietal Cortex to a television
audience by “showing” rather than “telling”
• Doug Crawford on Daily Planet
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11. The cool factor
Unmanned aerial vehicle taking a close look at York
University in 3D
An unmanned aerial vehicle (UAV) is flying around York
University this week as part of an experiment designed to
develop 3D technology that will provide a detailed picture
of what’s happening in any city – whether it’s a concert or a
crime, a traffic jam or the creative route a driver takes to
avoid it.
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12. James Elder's computer vision
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13. For practice, a skill-testing question
Give us your 30-second elevator
speech…
What are you studying, and why?
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14. York University Media Relations
contacts:
Joanne Rider, Chief Spokesperson and Director of Media
Relations, jrider@yorku.ca, 416-736-5593
Janice Walls, Advisor and Deputy Spokesperson,
wallsj@yorku.ca, 416-736-2100 ext. 22101.
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