About CORE: The Culture of Research and Education (C.O.R.E.) webinar series is spearheaded by Dr. Bernice B. Rumala, CORE Chair & Program Director of the Ph.D. in Health Sciences program in collaboration with leaders and faculty across all academic programs. This innovative and wide-ranging series is designed to provide continuing education, skills-building techniques, and tools for academic and professional development. These sessions will provide a unique chance to build your professional development toolkit through presentations, discussions, and workshops with Trident’s world-class faculty. For further information about CORE or to present, you may contact Dr. Bernice B. Rumala at Bernice.rumala@trident.edu

1.
Communica)ng
Your
Professional
and
Scholarly
Work
with
the
Media
Daniel
Sloan,
MBA
Content
Marke2ng
Specialist
1

2. 2
Daniel
Sloan
Content
Marke2ng
Specialist
MBA,
University
of
California
-­‐
Irvine
Trident
University
Interna2onal

3. ¡ Why
communicate
with
the
media?
¡ Scholarly
research
is
IMPORTANT.
¡ Why?
Many
fringe
benefits.
¡ It’s
all
about
your
work.
3

4. ¡ Access
these
“fringe
benefits”:
§ Increased
media
men2ons.
§ Creates
credibility
for
the
expert
(you),
your
work,
and
your
ins2tu2on.
§ Fulfills
the
“benefit
to
society”
requirement
of
many
grants.
§ The
general
public
is
exposed
to
key
scholarly
research.
4

5. ¡ Who’s
the
media?
§ Reporters,
Interviewers,
Bloggers,
Cri2cs
¡ What
is
their
agenda?
§ Don’t
view
“agenda”
as
a
nega2ve
term
§ It’s
key
to
understand
the
underlying
goals
of
the
outlet
or
writer
§ Your
agenda
must
win
out
–
the
research
is
the
most
important
5

6. ¡ Learn
how
the
media
works
§ Rapid
fire,
2ght
deadlines
§ Always
know
a
story’s
deadline
¡ Help
them
to
help
you
to
help
them
§ Build
rela2onships,
help
to
meet
those
deadlines
§ See
your
profile
grow
–
your
name,
your
research,
and
your
ins2tu2on
will
see
more
exposure
§ Always
offer
to
help
-­‐
or
refer
a
colleague
6

7. ¡ Just
like
networking
¡ There
are
many
ways
to
build
a
rela2onship
§ Conferences,
cold
call,
social
media,
etc.
¡ Scenario:
§ You
hold
a
Ph.D.
in
Health
Sciences
and
are
an
expert
in
West
African
infec2ous
diseases.
§ Ebola
breaks
out
in
Guinea
and
spreads
to
other
countries
in
the
region.
§ ID
the
writer
on
this
beat
at
your
local
newspaper,
reach
out,
offer
your
exper2se.
7

8. ¡ The
public
deserves
to
be
informed,
but
you
need
to
know
the
audience
first.
¡ REMEMBER:
you
are
the
expert
¡ How
you
present
and
deliver
your
message
is
more
important
than
the
message
itself.
8

9. ¡ Your
research,
your
message
§ Deal
in
facts,
stay
on
topic
§ Answers
>
Ques2ons
¡ Appeal
to
your
audience
(“win
hearts
and
minds”)
§ Summarize
talking
points
–
no
more
than
3
§ Prepare
a
quote
ahead
of
2me
§ Layman’s
terms
§ Control
the
message
§ Be
brief,
be
impacaul,
be
confident
§ Anecdotes
should
be
reflec2ve
of
the
audience
9

10. ¡ Email
vs.
phone
vs.
camera
§ Email
▪ Present
findings
as
easily
diges2ble
bullet
points
▪ Don’t
leave
anything
up
to
interpreta2on
§ Phone
▪ Be
succinct,
smile,
make
“mental
eye
contact”
▪ Call
from
a
quiet
space
§ Camera
▪ Speak
clearly,
confidently,
be
mindful
of
body
language
▪ Speak
at
a
steady
pace,
eye
contact,
be
pleasant
10

11. ¡ Consider
scholarly
research
you’ve
worked
on,
or
recent
research
you’ve
read.
¡ How
would
you
communicate
this
to
a
member
of
the
media
through
email?
¡ Take
a
few
moments
and
write
down
your
3
points.
Include
a
quote
if
you’d
like.
11

12. ¡ Watch
out
for:
§ Leading
ques2ons,
either/or,
if/then
scenarios
12

13. ¡ Tac2cs
to
regain
control:
§ “That
is
a
common
misconcep2on,
but
the
truth
is…”
§ “That’s
not
really
the
central
point
here.
The
central
point
is…”
§ “I
understand
that
may
be
the
percep2on,
but
the
facts
state…”
§ “Let’s
look
at
that
another
way.”
§ “I
don’t
have
all
of
the
facts
(data)
right
now,
but
let
me
get
back
to
you…”
13

14. ¡ Address
the
issue
honestly
¡ Apologize
§ “I
am
sorry”
§ “We
made
an
error
in
judgment”
¡ Always
respond
promptly
–
the
candor
will
be
appreciated
¡ If
you
can’t
respond
promptly,
state
why
and
when
an
answer
can
be
expected
¡ Always
stay
posi2ve,
always
react
quickly
14

15. ¡ Offer
answers
or
rebufals
without
evidence
¡ Gloss
over
or
ignore
any
data
¡ Play
the
blame
game
¡ Advance
a
poli2cal
agenda
at
expense
of
the
research
¡ Be
overconfident
¡ NEVER
go
off
the
record
15

16. 1. It
is
up
to
you
to
control
the
message
2. Brevity
is
paramount
3. Always
do
your
homework
4. Maintain
confidence
–
you
are
the
expert
5. Build
rela2onships
with
the
media
–
this
will
pay
dividends
6. In
a
crisis
situa2on,
always
react
quickly
and
honestly
16

17. Visit
hfps://www.trident.edu/webinars/core/
to
Register
17

18. 18

19. ¡ How
to
prepare
your
teaching
philosophy
for
jobs
in
academia
¡ How
to
prepare
your
research
philosophy
for
jobs
in
academia
¡ Round
table:
A
highlight
of
careers
in
the
field
¡ How
to
cri2cally
review
a
research
ar2cle
¡ Repor2ng
data:
How
to
write
and
present
sta2s2cs
¡ Qualita2ve
Research
Methodology:
An
Overview
19

20. ¡ Questions or comments on the media? Please
contact Daniel at daniel.sloan@trident.edu
¡ C.O.R.E Contact: Dr. Bernice B. Rumala
bernice.rumala@trident.edu
https://www.trident.edu/webinars/core/
¡ Learn more about our doctoral programs in
business, health sciences and education:
https://www.trident.edu/degrees/doctoral/
Thank you for attending!
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