1. Research and media relations Working with online, print, radio and TV Carl Stiansen and Dionne Hamil Media Relations Officers Durham University

2. ∂ Introductions Who is who Media experience What you want to get out of the session

3. ∂ Objectives today To demonstrate how the media works in practice with regards to research To introduce the process of gaining media coverage and achieving ‘impact’ To help you to handle the media To help you to deliver positive messages

4. ∂ Media coverage helps: Profile building Offers of collaboration, funding Inform public debate Reach potential ‘customers’ Boost Impact/ engagement

5. ∂ What makes news?

6. A news story is… Relevant to the audience Topical Controversial New First/best/worst/greatest Visual Challenging to status quo Interesting

7. ∂ Power of the image Contact your media office and keep them informed Expert comment Background information for journalists (briefings) Major press releases Regional releases – regional and community Case studies, people, images and video always help to sell a story into the media

8. Appealing to the media On average, news editors in North East England receive 200 news releases, by email, per day About half are deleted on reading the subject header Only a very small percentage are used (Survey by Sunderland University)

9. Formats News desks have an insatiable appetite for good stories. The following are common broadcast media formats : 1.Features 2.Interviews: live and pre-records 3.Cuts for news / NIBS 4.Panel discussion 5.Expert comment 6.Documentary

10. ∂ Active engagement Use and communicate your area of expertise Beware of controversial areas Prepare for difficult questions Be confident and be aware

11. ∂ Exercise: Communicate your research

12. ∂ Tell us about your research: Working in pairs, write down answers to the following questions: What is the main finding of your research work/or the main goal? What are the key implications e.g. in terms of policy/people/results?

13. ∂ From here Think about case studies, images, stats, implications etc Ask your funding body about training opportunities Talk to your press office and tell them early