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 2000 emails 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 Unpublished.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?