1. Meeting the Media Halfway Bob Nellis Nellis.robert@mayo.edu

2. Questions to Ask Yourself Is my research newsworthy? Is my research newsworthy? Am I being sufficiently clear? Am I being sufficiently clear? Am I alerting folks soon enough? Am I alerting folks soon enough? Will I be around to respond? Will I be around to respond?

3. Newsworthiness Avoid preliminary or incremental findings Avoid preliminary or incremental findings Must be seen as impacting public Must be seen as impacting public Or – be of interest to specialty media Or – be of interest to specialty media

4. Clarity Avoid jargon Avoid jargon Use analogies to explain Use analogies to explain Develop key messages, repeat them Develop key messages, repeat them Find your own 30 second soundbite Find your own 30 second soundbite

5. Timing Inform communications staff in time for them to prepare Inform communications staff in time for them to prepare At least two weeks before embargo lifts At least two weeks before embargo lifts Ideally, as soon as paper accepted Ideally, as soon as paper accepted

6. Availability Be around to answer questions Be around to answer questions Work with media staff for easy access Work with media staff for easy access Free your schedule for one news cycle Free your schedule for one news cycle Respond promptly: deadlines can kill your story Respond promptly: deadlines can kill your story

7. Limited Media Resources? Start even earlier Start even earlier Write your own lay summary and talking points Write your own lay summary and talking points Keep visuals in mind Keep visuals in mind Get outside help Get outside help

8. Realistic Expectations Dont expect the LA Times Dont expect the LA Times Its crowded out there Its crowded out there Youre competing with other news Youre competing with other news Keep trying! Keep trying!

9. Questions? Bob Nellis nellis.robert@mayo.edubobnellis@nasw.org