Lindsay Brooke Media Relations Manager The University by vix66821

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									PRESS RELEASE WORKSHOP



                    BY
             Lindsay Brooke
         Media Relations Manager
       The University of Nottingham
    lindsay.brooke@nottingham.ac.uk
KEEP IT SIMPLE BUT DON’T PATRONISE


“Never underestimate a person’s intelligence but
  never overestimate their knowledge.”

Peter Sissons, veteran broadcaster




                                         Lindsay Brooke
                                         Media Relations Manager
                                         The University of Nottingham
                                         lindsay.brooke@nottingham.ac.uk
    WHAT DOES IT MEAN TO THE ‘MAN ON
             THE STREET’?


•   GROUND-BREAKING
•   REVOLUTIONARY
•   NEW
•   WILL IT CHANGE THEIR LIFE?




                                 Lindsay Brooke
                                 Media Relations Manager
                                 The University of Nottingham
                                 lindsay.brooke@nottingham.ac.uk
    FAIL TO PREPARE - PREPARE TO FAIL

•   Timing
•   Who will be interviewed
•   Pictures
•   Case studies
•   Research paper
•   Drawings



                               Lindsay Brooke
                               Media Relations Manager
                               The University of Nottingham
                               lindsay.brooke@nottingham.ac.uk
  TARGETING YOUR PRESS RELEASE

• Audience
• Correspondents
• Local, national or
  international media
• TV
• Print
• Radio
• Social media

                         Lindsay Brooke
                         Media Relations Manager
                         The University of Nottingham
                         lindsay.brooke@nottingham.ac.uk
               HELP IS AT HAND

•   Communications or media office
•   Media relations team
•   Photographer
•   Internal publications
•   Podcasts
•   Cuttings
•   Media Evaluation



                                     Lindsay Brooke
                                     Media Relations Manager
                                     The University of Nottingham
                                     lindsay.brooke@nottingham.ac.uk
COMMUNICATIONS WEBSITE




                    Lindsay Brooke
                    Media Relations Manager
                    The University of Nottingham
                    lindsay.brooke@nottingham.ac.uk
  WHAT THE COMMUNICATIONS TEAM
         CAN DO FOR YOU

• Draft, format and publish press releases
• Work with collaborators and funders
• Plan – timing, photocalls, pre-shoots,
  photographs, embargoes
• Distribution
• Liaise with media and field calls




                                         Lindsay Brooke
                                         Media Relations Manager
                                         The University of Nottingham
                                         lindsay.brooke@nottingham.ac.uk
Communication’s press releases




                           Lindsay Brooke
                           Media Relations Manager
                           The University of Nottingham
                           lindsay.brooke@nottingham.ac.uk
           THE PRESS RELEASE


• Think carefully - what is the story?
• Consult with partners
• Consider any possible controversy and how to
  handle it – animal testing, stem cells




                                       Lindsay Brooke
                                       Media Relations Manager
                                       The University of Nottingham
                                       lindsay.brooke@nottingham.ac.uk
      YOUR RELEASE IS ONE OF MANY


•   Twenty second sell
•   Journalists are busy people
•   Yours is one of hundreds of press releases
•   It has got to stand out from the rest




                                          Lindsay Brooke
                                          Media Relations Manager
                                          The University of Nottingham
                                          lindsay.brooke@nottingham.ac.uk
               THE HEADLINE

• The attention seeker
• Helps you focus on the angle of the story




                                        Lindsay Brooke
                                        Media Relations Manager
                                        The University of Nottingham
                                        lindsay.brooke@nottingham.ac.uk
      THE TOP THREE PARAGRAPHS

• Don’t be afraid!
• Don’t bury the story in the final paragraph




                                          Lindsay Brooke
                                          Media Relations Manager
                                          The University of Nottingham
                                          lindsay.brooke@nottingham.ac.uk
              PARAGRAPH ONE

• A new discovery by researchers at The
  University of Nottingham has ….
• A revolutionary technique devised by scientists
  at The University of Nottingham has…..
• Ground breaking research could bring us a step
  closer to…




                                        Lindsay Brooke
                                        Media Relations Manager
                                        The University of Nottingham
                                        lindsay.brooke@nottingham.ac.uk
                PARAGRAPH TWO

•   How?
•   Why?
•   With funding from….
•   In collaboration with…..




                                Lindsay Brooke
                                Media Relations Manager
                                The University of Nottingham
                                lindsay.brooke@nottingham.ac.uk
            PARAGRAPH THREE
• The quote - lead researcher, supervisor, head of
  school
• Credibility
• Substance
• Importance
• Significance




                                         Lindsay Brooke
                                         Media Relations Manager
                                         The University of Nottingham
                                         lindsay.brooke@nottingham.ac.uk
          Translating the science

• Don’t assume specialist knowledge.
• Imagine you are explaining the work to a bright
  14-year-old.
• Use illustrations wherever possible
• Technical words confuse and bore
• Create points of contact – make people identify
  with it
• If the person who’s reading it doesn’t
  understand, you’ve failed - not them

                                         Lindsay Brooke
                                         Media Relations Manager
                                         The University of Nottingham
                                         lindsay.brooke@nottingham.ac.uk
                 BACK TO BASICS

Five W’s

•   What?    A revolutionary operation
•   Who?     A woman treated for cancer
•   When?    Has already been carried out
•   Where?   Belgium
•   How?     Ovarian tissue is frozen and stored
•   Why?     To restore fertility after
             chemotherapy

                                           Lindsay Brooke
                                           Media Relations Manager
                                           The University of Nottingham
                                           lindsay.brooke@nottingham.ac.uk
Lindsay Brooke
Media Relations Manager
The University of Nottingham
lindsay.brooke@nottingham.ac.uk
            THINGS TO REMEMBER
• Case studies are a good way to get a positive
  reaction from journalists and audiences
• Pictures and visuals – make the job easy for a
  journalist it can also be a key factor in gaining
  publicity
• Be available to talk to the media – little point in
  sending out a release if you aren’t available or
  not prepared to be interviewed
• Think of different ways of promoting your
  material – Twitter and Videocast
                                             Lindsay Brooke
                                             Media Relations Manager
                                             The University of Nottingham
                                             lindsay.brooke@nottingham.ac.uk
THE WORK BEHIND THE HEADLINES




                        Lindsay Brooke
                        Media Relations Manager
                        The University of Nottingham
                        lindsay.brooke@nottingham.ac.uk
HELPING SCIENTISTS TALK TO THE
            MEDIA




        www.sciencemediacentre.org
                           Lindsay Brooke
                           Media Relations Manager
                           The University of Nottingham
                           lindsay.brooke@nottingham.ac.uk
     HANDY HINTS FROM THE COMMS
                TEAM
Tara de Cozar, Internal Communications Manager and Editor of Exchange: “Make
the first sentence interesting, cos lots of academics fight this. They forget who the
reader is.”

Andrew Burden, Internal Communications Officer and Podcaster: “Always bear in
mind that the journalist getting the release will have only one question: "so what?“

Liz Goodwin, Editorial Assistant: “I think the heading and the first sentence are the
most important aspect and determine whether the recipient decides to read the
release or dump it.”

Lisa Gilligan-Lee, Audio Visual Officer: “If you need photographs think of this at the
start of the process don’t leave it until the last minute. If you think yours will do make
sure they are high res jpegs.”

Katy Smart, PA: “Good for coverage to coincide release with notable event, eg,
flavour/strawberries research at the time of Wimbledon, smoking research on
National no smoking week.”

Tim Utton, Deputy Director Communications: “Watch the news and read a variety of
national papers – so you have a better understanding of what is expected of you.”
       Thank you



If you need any further help or
want a press release published
  in the future don’t hesitate to
                call
Lindsay Brooke 0115 9515751
                              Lindsay Brooke
                              Media Relations Manager
                              The University of Nottingham
                              lindsay.brooke@nottingham.ac.uk

								
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