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

2. 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

3. 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

4. 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”

5. 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

6. 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.....

7. 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.

8. 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.

9. 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…

10. 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

11. 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.

12. 12 James Elder's computer vision

13. 13 For practice, a skill-testing question Give us your 30-second elevator speech… What are you studying, and why?

14. 14 York University Media Relations contacts: Joanne Rider, Chief Spokesperson and Director of Media Relations, jrider@yorku.ca, 416-736-5593jrider@yorku.ca Janice Walls, Advisor and Deputy Spokesperson, wallsj@yorku.ca, 416-736-2100 ext. 22101. wallsj@yorku.ca