1. Media attention does not just happen Prepare for your 15 seconds of fame! Fred Balvert & Souad Zgaoui Erasmus MC, Communications Dept. Erice International School of Science Journalism and Communication

2. Prepare!  Don’t answer surprise questions  Prepare all media contacts well in advance  Say that you will call back / send press release

3. Scientists vs. journalists Journalist’s articleScientist’s article Tells a storyReports a scientific method / procedure Focus on the big pictureFocus on irregularities Goes from A to BCould be going from from 0 to 0,0003 Starts with conclusionsWorks carefully towards a conclusion Includes emotionIs rational Portraits opposing viewsBuilds on consensus

4. AAAS Communication pyramids News article  Headline  So what?  Supporting data Research article  Background  Supporting data  Conclusion

5. Respect the role of the journalist  Informs the public  Translates complex information  Helps to create public, political and financial support  Makes audience familiar with you and your research  Introduces a career perspective to young people  Keeps people and organizations accountable (also when things go wrong)

6. Communication plan  Journalistic principles: 5 W’s + 1 H  Research content  core message  Audiences: target groups and stakeholders  Analysis of context in society  Strategy  Planning, means You hold the initiative!

7. Case  Clinical trial of drug for a genetical metabolic disorder in children  Drug is made by genetically modified rabbits  Scientific article about to be published in high impact journal  Stakeholders: patients, parents, patient organizations, physicians, industry  Pharmaceutical company sends out a press release independently

8. Method  Media and communication in educational programs  Demonstrations and guest lessons by journalists  Training!

9. Writing a press release  Max. 400 words  Core message is leading  Use separated paragraphs  Introduction includes 5 W’s and 1 H  Following paragraphs: background info in order of relevance  Avoid complex words and jargon  Ready-made quote can add attractiveness  Conclude with contact person for more info and requests for interviews

10. Preparation for an interview  Is necessary  Which form will it take ? (is it live, which other parties are involved, which medium)  Printed press: read and correct before publication  Choose your own time & place if possible  Consult the press officer of your organization  Ask for a copy

11. Giving the interview  Your core message is leading  Be open and honest  Avoid professional jargon  Include concrete examples  Nothing is ‘off the record’

12. Thanks for your attention! f.balvert@erasmusmc.nl s.zgaoui@erasmusmc.nl