1 / 12

You’re the voice: make it clear, make it understood

You’re the voice: make it clear, make it understood. Anna Payton, Marketing Officer, NCVER. You’re the voice of your research. no one knows your work better than you, but . your message must be clear and easily understood. Why use the media?.

polly
Download Presentation

You’re the voice: make it clear, make it understood

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. You’re the voice: make it clear, make it understood Anna Payton, Marketing Officer, NCVER

  2. You’re the voice of your research no one knows your work better than you, but ... your message must be clear and easily understood

  3. Why use the media? it can be a vital ally but it’s agenda isn’t always the same as yours

  4. Spoilt for choice • news values - • impact • timeliness • prominence • proximity • novelty • conflict • currency • human interest 1500 to 2000 emails weekly for 50 to 60 stories – HES, The Australian and getting coverage of VET stories harder than stories on schools and universities

  5. Audience your target audiences are the end-users of media and the media itself

  6. Targeting your audience & media social policy/education stories appeal to ‘Life Matters’ on ABC National Radio strong personal angle – general news stories with a policy focus – HES, The Conversation, APO labour market stories – career sections

  7. Tailor your message clarity structure – use the inverted pyramid of all media stories language balance between accuracy, completeness and readability

  8. Telling the story when the media calls Talking points – key messages that are clear, succinct, logical, conversational, and avoid jargon & acronyms

  9. Timing be accessible and responsive

  10. Conclusions good coverage is highly valuable for your research, for you as a researcher , and your organisation

  11. Acknowledgements & references John Ross, Higher education journalist, The Australian References • Ross, J. & Payton, A. (2012). Interview with John Ross on vocational education and training stories in the media. Unpublished. • Rodgers, P. (2011). NCVER Media Awareness Training. NCVER, Adelaide. [in-house workshop]

  12. Questions?

More Related