Training given for SEC students TU Delft October 12th 2018 Michel van Baal & Roy Meijer – Short bios Michel van Baal is Press Officer / Spokesperson at TU Delft, and - according to his Twitter bio - ‘a space engineer who got severely lost somewhere along the way’. He worked at ESA for nine years where he learnt the tricks of the communication trade. In 2009, he returned to the TU, where - among many other things - he plays the (very) annoying journalist during these media training sessions. Hasn’t been hit yet, but has come close. Roy Meijer is Science Information Officer at TU Delft. With a journalism bachelor, a Master in Artificial Intelligence, a lot of common sense and even more practical experience, he co-hosts the media training sessions. He provides theoretical background, moral support and key messages to the scientists to prepare them for the worst Michel can throw at them. Workshop Being interviewed by a journalist can be intimidating. To help scientists cope with interview settings, the TU Delft communication department organises media training sessions on a regular basis - on average 40 times per year. During this workshop Michel van Baal and Roy Meijer will show you that as someone being interviewed you have a lot of control over the direction the interview takes, for better or worse. Spoiler alert: preparation is key.

1. Roy Meijer and Michel van Baal
October 12th 2018
Media training

2. Interviews round 1
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3. Introduction
• Who are we?
• Why do we do this?
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4. Control
Sympathy
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5. 5

6. Publicity strategy
Why?
Who?
What?
How?
Just a little rational thought on who you want to reach with your press release
(or overall communication strategy), what you want to tell them and what you
would like them to do with that information, and how to best present, package
it and send it out.
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7. Why?
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8. Why?
 Present results
 Invite public
 Inform colleagues
 Debate
 Start one
 Contribute to one
 Attract customers
 Get funds
 …
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9. Who?
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10. Who?
 International
 National
 Regional
 Local
 Students
 People from Delft
 Specific
 Political
 Scientific
 Other demographic
 …
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11. What?
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12. What counts as news?
 Now
 Close to home (or exotic location)
 Societal impact
 Human (interest) element
 Conflict
 VIPs
 Unique (first, biggest, smallest, highest,...)
 Wow
 Follow-up
 Sports, health, sex, emotion
 Visual impact
 …
So what?
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13. How?
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14. How?
 Press release
 Internet, www.tudelft.nl
 Agenda
 Call/mail/DM journalists directly
 Delta, Delft Integraal/Outlook
 Opinion piece, letter to the editor
 Blog, Twitter, LinkedIn, Instagram, Facebook, etc.
 Product presentation/launch
 Personal visit
 Fairs, exhibitions, symposia
 Television
 Press conference
 Advert
 …
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15. In summary
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16. Message box
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17. Message box
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18. Break
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19. And then the phone rings…
Take CONTROL!
 Why is the journalist calling?
 What medium do they represent?
 What do they want from you (background information, an
interview...)?
 When is the piece going to be published/broadcast?
 When, where and how do they want to interview you?
 On the phone or in person?
 Who else is being interviewed?
 How can you contact the journalist?
Ask for time to think and prepare, and say you will call back.
Journalists are always in a hurry, but insist on your right to
preparation time!
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20. Once you have agreed…
Preparations
 Formulate your core messages – two or three only.
 Establish the five Ws: who, what, where, when, why.
 The sixth W: wow!
 Know what you want to say. And what you don’t.
 Come up with appealing examples and/or comparisons.
 Check out the journalist and their medium.
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21. Bridging the gap
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22. Interviews round 3
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23. And finally…
 Has everything been said and asked?
 Is any additional material needed?
 Trust the journalist to do their job properly.
 Offer to correct any factual inaccuracies.
 It is hardly ever possible to see the final edited version before
broadcast/publication.
 How will you be captioned (name, title)?
 If you want to see something changed, make a friendly
suggestion.
 You cannot veto broadcast/publication!
Interview done?? Phew…
But beware: that’s when the biggest
mistakes are made.
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24. Featured blogs
Michel van Baal
http://michelvanbaal.weblog.tudelft.nl/
Communication/media
Roy Meijer
http://roy-meijer.nl
(Science) communication/social media
Karen Collet
http://kcollet.weblog.tudelft.nl
Communication/media relations
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25. TU Delft contacts
Michel van Baal
Corporate Communication advisor/TU Delft Spokesperson
015 278 5454
06 1401 5699
M.vanBaal@tudelft.nl
@michelvanbaal
Roy Meijer
Science Information Officer/Press Officer
015 278 1751
06 1401 5008
r.e.t.meijer@tudelft.nl
@roymeijer
Evenings/Weekends: 015 278 7000
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