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You’re the voice: make it clear, make it understood Anna Payton, Marketing Officer, NCVER.

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Presentation on theme: "You’re the voice: make it clear, make it understood Anna Payton, Marketing Officer, NCVER."— Presentation transcript:

1 You’re the voice: make it clear, make it understood Anna Payton, Marketing Officer, NCVER

2 You’re the voice of your research no one knows your work better than you, but... your message must be clear and easily understood

3 Why use the media? but it’s agenda isn’t always the same as yours it can be a vital ally

4 Spoilt for choice 1500 to s weekly for 50 to 60 stories – HES, The Australian and getting coverage of VET stories harder than stories on schools and universities news values - impact timeliness prominence proximity novelty conflict currency human interest

5 Audience your target audiences are the end-users of media and the media itself

6 Targeting your audience & media strong personal angle – general news labour market stories – career sections stories with a policy focus – HES, The Conversation, APO social policy/education stories appeal to ‘Life Matters’ on ABC National Radio

7 Tailor your message balance between accuracy, completeness and readability clarity structure – use the inverted pyramid of all media stories language

8 Telling the story when the media calls Talking points – key messages that are clear, succinct, logical, conversational, and avoid jargon & acronyms

9 Timing be accessible and responsive

10 Conclusions good coverage is highly valuable for your research, for you as a researcher, and your organisation

11 Acknowledgements & references John Ross, Higher education journalist, The Australian References  Ross, J. & Payton, A. (2012). Interview with John Ross on vocational education and training stories in the media. Unpublished.  Rodgers, P. (2011). NCVER Media Awareness Training. NCVER, Adelaide. [in-house workshop]

12 Questions?


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