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Media attention does not just happen Prepare for your 15 seconds of fame!

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

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Media attention does not just happen Prepare for your 15 seconds of fame!

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

  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

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

  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

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