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Reaching Policy Makers: Navigating Media

Reaching Policy Makers: Navigating Media. Karin Rush-Monroe Interim Deputy Director, Public Affairs UCSF Strategic Communications and University Relations. Why Work Through Media?. Media is a bridge to policy makers Local, State, Federal, Global Reach influencers General public

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Reaching Policy Makers: Navigating Media

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  1. Reaching Policy Makers:Navigating Media Karin Rush-Monroe Interim Deputy Director, Public Affairs UCSF Strategic Communications and University Relations

  2. Why Work Through Media? • Media is a bridge to policy makers • Local, State, Federal, Global • Reach influencers • General public • Online communities • Patient advocacy groups e.g. AIDS, breast cancer • Control misinformation

  3. The Modern Crisis of False or Confusing Information • Power Lines and Cell Phones Cause Cancer • NO EVIDENCE • Flu Vaccines Cause Influenza • COMPLETELY FALSE • Treating Lyme Disease w/ Long-term Antibiotics • NONSENSICAL AND DANGEROUS • Routine Mammography Begins at 50 (not 40) • CONFUSING TO PUBLIC • HIV Does Not Cause AIDS • OVERWHELMING EVIDENCE TO THE CONTRARY • MMR Vaccines Cause Autism • UNSUPPORTED BY DATA

  4. Evolution of Relaying News • Town crier • Telegrams • Radio • Television • Multiple channels/multiple screens • Internet • Social media • Television on iPhone • Etc…..

  5. Journalism Has Changed •Unbiased – opinions saved for editorial page • Today, anyone can call themselves a journalist • bloggers • advocacy websites – Change.org • obvious bias e.g. Fox News, MSNBC • aggregators e.g. HuffPo, Patch.com • Technology - consumers have more access and the ability to create their own news

  6. Today’s News Environment • Flood of information with more choices • Targeted channels, publications • Intense competition to stand out • Social media driving faster pace • Example: Three decades/three weeks

  7. Basics Still Matter Effective communications still rely on basics • News from traditional sources • Good writing • Key messages • Short, pithy, easy-to-grasp points • Relevancy • Why should anyone care? • Who does it affect? • What do you want them to take away or act upon?

  8. Basics Still Matter • Credibility of message and messenger • Ex. Scientists versus Celebrities • What makes it news – unique, first • Tie to an external issue • Affordable Care Act • Secretary of State Clinton’s blood clot

  9. Case Study: The Press Release

  10. Case Study: The Press Release

  11. Know Your Audience Who do you want to influence? • Demographics are important • language, age, education, etc. • Who is a credible messenger for your audience? •How do they get their news? •  Where do they live?

  12. Know the Media • Respect journalists’ deadlines • Intense pressure to produce more stories quickly • Generalists, freelancers • Research a reporter’s past stories and his/her publication • Prepare • Anticipate (sometimes tough) questions & answers • Understand the reporter’s audience

  13. Stories Tailored to Audiences….

  14. They Want Stories—Not Messages

  15. The Medium Matters • Offering multi-media visuals, graphics and video) increasingly important as media outlets combine • Online/social media • Visuals and graphics • Radio • Short sound bites or forum for discussion? • Television • Appearance counts • Print • In-depth, visuals and graphics

  16. Videos and Graphics Help Tell Story SOURCE: http://www.ucsf.edu/news/2012/04/11868/how-selective-hearing-works-brain

  17. Videos and Graphics Help Tell Story

  18. Videos and Graphics Help Tell Story SOURCE: Das et al, PLoS ONE (2010)

  19. How Do You Reach the Media (and How Do Reporters Reach You?) • Journal publications • Partnerships & Resources • Develop relationships within university or company with Media Relations/Community & Government Departments • Stakeholders with shared interests e.g. communities/advocacy groups, news distributors • Establish expertise with reporters

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