Media Training overview conducted with UNL IANR Research Faculty at Nebraska Innovation Campus. Download the powerpoint presentation to view the embedded videos.

1. Presented By:
University Communications
STEVE SMITH | DAVID FITZGIBBON |TYLER THOMAS
&
IANR EdMedia
DAN MOSER
August 11, 2014
UNL MEDIA TRAINING

2. Our Goal: To help UNL look as good as possible in the public eye
- How we can help you; what we need from you
- What special needs and issues are there in your area?
WHY ARE WE HERE?
2

3. • To understand different types of media
• To understand what media needs from YOU
• How best to communicate with reporters to
have the best outcome for you, your
department and UNL
TODAY’S GOALS
3

4. • Media successes? Examples of stories that turned
out well for you?
• Bad experiences? A time when something didn’t
go so well with a reporter or in the media?
YOUR MEDIA EXPERIENCES
4

5. • Whatever the media says it is.
• For us, that can mean:
– A news event/topic in which you may have expertise
– Groundbreaking or interesting research
– Work that has an impact (“So what?”)
– Conflict or tension
– A first, a best, or an only
WHAT IS NEWS?
5

6. • Good news about discoveries/breakthroughs, great teaching,
outreach and research is important to UNL’s, the college’s
and YOUR reputation
• Are your competitors in the news?
• Everything is about reputation
– Budgets/funding (state, federal, local) grants, allocations
– Attracting grad students, postdocs and undergrads
– Your peers around the world
WHY BE IN THE NEWS?
6

7. • Work with University Communications, your area’s
communicators to bring ideas to media
• Be reporter-friendly: Establish a relationship with local,
national reporters
– Don’t wait for a crisis or when you need something
• Know how each medium works, its deadlines,
limitations AND how it excels
• Be accessible
• Build your own personal “brand”
GET MEDIA ATTENTION
7

8. … when it comes to publicizing grants.
– No stories or announcements, internal
or external until after the official award
letter comes from the Office of
Sponsored Programs
–Anything earlier jeopardizes funding
8
TIMING IS EVERTYHING…

9. 9

10. • Newspapers are permanent, tangible – and still
set the news agenda
• Stories tend to be long, fact- and detail-heavy
• The local daily is your link to community
(taxpayers/voters/constituents)
10
PRINT MEDIA

11. LINCOLN JOURNAL-STAR
– Higher Education: Chris Dunker
– Agriculture: Nicholas Bergin
OMAHA WORLD HERALD
– Higher Education: Kate Howard
– Lincoln Bureau: Paul Hammel, Joe Duggan, Martha Stoddard
ASSOCIATED PRESS OMAHA
– Nelson Lampe, Margery Gibbs
DAILY NEBRASKAN, DAILYeR, NEWSNET NEBRASKA
– Ever-changing cast
WRITING RIGHT NOW
11

12. • Putting stories together mainly in afternoon
• May have 4 or 5 newscast deadlines
• TV reporters usually are generalists – no beats
• Stories are usually 1M:15S to 1M:45S
• Deadlines are far more strict than newspapers’
TV NEWS
12

13. • 10/11 KOLN/KGIN
• 8 KLKN
• 7 KETV
And also:
• 3 KMTV
• 6 WOWT
• 42 KPTM
WHAT TV WILL CONTACT YOU?
13

14. • Hourly deadlines
• Reporters are generalists
• Stories are generally 30-seconds
RADIO NEWS
14

15. • KFOR
• KLIN
• NET Radio
• KRVN
• KRNU (UNL Student Station)
WHAT RADIO WILL CONTACT YOU?
15

16. • Local & National News
– Both are important for different reasons, more
connected than ever
• Fragmented or ‘niche media’
– Fox, Politico, The Daily Show, HuffPo, Daily
Caller
• Do you feed their agenda?
CHANGING MEDIA LANDSCAPE
16

17. • 24/7 look into what you are doing
– Allows for promotion and publicity of you/your work
– A chance to build a personal brand for yourself and/or
your research
– A chance to connect with other thought leaders, media,
foundations
– Allows your college, department & UNL to promote what
you are doing
• Have a plan or follow up with Tyler to develop one
SOCIAL MEDIA
17

18. PLANNING AN INTERVIEW
18

19. YOU HAVE THE RIGHT TO:
• Not be forced to do an interview on the spot
• Understand EXACTLY what the story is about and your specific place
in it
• Know who else has been/will be interviewed
• Know what types of media platforms it will be on
• Be aware, if TV or radio, if it will be taped or live
• Know how long the interview will take
• Know how much time you have to return a call
• Remain silent
YOUR BILL OF RIGHTS
19

20. • Think of 3 key messages to get across
– Write them down, practice saying them
• Prepare background, gather materials
– Offer simple explanations, graphics
– Provide copies of abstracts, papers
– Be ready to explain as you would to a freshman
– Have ideas about practical outcomes, implications and
future research
• Practice with a colleague or a communicator
• Email interviews: pros and cons
BEFORE THE INTERVIEW
20

21. BEFORE THE INTERVIEW
21

22. • Wear an “N” pin or your nametag
• Practice, practice, practice
• Pick your best setting
– This could involve a UNL backdrop or assistance from
University Communications
• Make sure to include your full name, title and
university affiliation
APPEARANCE MATTERS
22

23. • Breathe deeply, speak slowly
• Use simple words and short sentences
• Use your messages in your responses (even if the reporter
fails to ask the right questions)
• Avoid repeating negative words from their Qs
• Avoid qualifiers
• When you finish answering, STOP TALKING
• Nothing is ever ‘off the record’
• Don’t ask to read/edit story before it’s published
• NEVER say ‘no comment’
MESSAGING MAXIMS
23

24. DURING THE INTERVIEW
24

25. • News releases/media pitches, work with:
– Dan Moser (472-3007) or
– Steve Smith (472-4226) to suggest ideas
• Offer ideas – don’t just react or wait for media to
discover you
• Know where you excel
• Watch trends in discoveries & events around the
world, in and out of your field
• Speak out! Op-eds, letters to editor
• Embrace social media
BE A MEDIA STAR
25

26. • Talk shows: Use NET studios to go live
• Long-form interviews, radio/TV if possible
• Help get something visual or audio for TV/radio
stories
• Be aware of cross-media promotions
– TV, radio publish text stories to their websites, offer
reports to AP and other national outlets
BE A MEDIA STAR
26

27. • Ante in: Build your personal
‘SUBJECT-MATTER EXPERT’ brand
• Pay attention to how science is reported
• ProfNet and HARO
• Alert UComm, EdMedia of forthcoming published
research that may be of interest to media
• Think globally, act locally
• Leslie Reed, national news editor (472-2059)
THINK CREATIVELY, GO NATIONAL
27

28. THINK CREATIVELY, GO NATIONAL
28

29. • Steve Smith, News Director
– 472-4226 | SSmith13@unl.edu
• Leslie Reed, National News Editor
– 472-2059 | LReed5@unl.edu
• David Fitzgibbon, UNL Broadcast Manager
– 472-8520 | DFitzgibbon1@unl.edu
• Dan Moser, EdMedia Manager
– 472-3007 | DMoser3@unl.edu
• Tyler Thomas, Social Media Specialist
– 472-6554 | TThomas10@unl.edu
HERE TO HELP
29