Managing the Media Ivor Gaber

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• Managing the Media - Ivor Gaber
• Luton 16 April 2008

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Carnival
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Carnival
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Outline

• The Media
• Planning a Media Campaign
• Offline/online
• Dealing with journalists
• Press Releases
• Radio and TV Interviews
• Over to you

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Report on Non Accidental Wolf Related Deaths
Historical statistics showing trends in
wolf-related non-accidental injuries involving
minors (under16) in central regions of the
country based on daylight hours observations
only. After column 3 the basic calculation
changes but n remains unchanged. The trend change
is not statistically significant but the
individual instances reported here remain causes
for concern, especially in the small number that
result in fatalities or near-fatalities. The
figures speak for themselves but do raise child
protection issues relating to parental control
and cross-species interaction.
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Story approach
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TV - its not just the news

• News
• Current Affairs
• Documentary
• Magazine programmes
• Features
• Reality TV etc. etc.

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Ingredients of News?
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Ingredients of News

• New
• Impact on audience/emotive
• Conflict/row/disruption
• People celebs. and others
• Scandal sex, money and power
• Stereo-types
• Talking point

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Planning a media campaign

• What are we trying to achieve?
• What is actually happening?
• Who are we trying to reach?
• What do we want to say?

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Planning a media campaign

• How are we trying to reach them?
• When are we trying to reach them?
• Do we have any useful contacts?
• Do we have visuals etc.?
• Do we have a budget?

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Online/Offline media

• Television national, local and digital
• Radio national, local and digital
• Newspapers, local and web-based
• Magazines
• SMS

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Online

• Email lists
• Websites
• Pod and vidcasts
• Social networking sites
• Chatrooms messageboards
• Etc etc

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Viral and onwards?
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IF YOU FIND A FIRE
1. Network with your neighbours 2. Explain the
issues and the processes of ignition, fuel
effects, oxidation and ion plasmas, and address
the social and economic justice
dimensions 3. Educate decision-makers regarding
the establishment of an adequately resourced
fire brigade and fire- prevention culture, and
ask your neighbours to join in
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IF YOU FIND A FIRE
1. Raise the alarm 2. Go immediately to the place
of safety 3. Call the fire brigade
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So whats the problem?

• Sender
• Medium
• Message
• Audience
• Reception

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Communication Flows

• Sender
• XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• Medium
• XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• Message
• XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• Audience
• XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• Poor Reception

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The News Release

• Use quotes and case studies
• Bullet points help
• So do pictures (if appropriate)
• Use notes to editors
• Be available!

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The News Release

• The headline should be factual
• Focus on what is actually happening?
• The first sentence/paragraph is crucial
• Remember the 5 Ws, the H and the S
• People first

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Press Release Example

• Towns first arts festival set to showcase the
  best of creative Luton
• Luton is set to have its very first arts
  festival after a research project highlighted the
  towns thriving creative arts and cultural scene.
• The festival, called BFest, will feature film
  screenings, a photography exhibition, interactive
  dance performers, poetry readings, talks, a
  computer gaming conference, and live music, all
  of which will run from 19 May -13 June.
• University of Bedfordshire academic Janey Gordon
  came up with the concept, and Masters student
  Robin Saklatvala was appointed to develop the
  idea after discovering that Luton is buzzing with
  creativity and talent.
• My vision is to showcase the best artistic
  talent in Luton and in the University, said
  Robin, who is researching festival design and
  development. There is so much going on in Luton
  which people arent aware of. Festival
  highlights include
• A Brazilian dance and martial arts class at the
  Hat Factory on 19 May at 7.30pm
• Choral spectacular featuring Luton Gospel Choir
  at St Marys Church 5 June at 7.30
• Animation workshop at the hat Factory on 9 June
  from 12-4pm

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How not to write a press release courtesy of
the EU

• NEW EMPLOYMENT AND SOCIAL PROGRAMME AIMS FOR
  PROGRESS
• PROGRESS the European Union's new integrated
  programme for employment and social solidarity,
  has been launched. With a budget of over EUR 700
  million for 2007-2013, it will support the goals
  set out in the Social Agenda, modernising
  Europes social model, and contribute to the
  Union's wider strategy for jobs and growth. The
  programme will fund studies, mutual learning,
  campaigns to raise awareness and support for key
  actors across five broad areas employment,
  social inclusion, working conditions, equality
  between women and men and tackling
  discrimination. It also aims to streamline EU
  spending on social and employment policies while
  improving their visibility and coherence as a
  whole.
• Ankara, 21 December 2006

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Talking about your work

• Prepare a short account of your work
• Find out who you are talking to
• Control your phone call back
• Is there something in the news?
• Decide what you want to say
• Decide what you dont want to say

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Talking about your work

• Remember, you are not in the witness box
• Use plain language and never assume
• Journalists are persuasive stick to your agenda
• Beware Strictly between ourselves
• Be available

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Getting yourself known

• The default mode should be Yes
• Network as much as possible
• Monitor journalists the media
• Be bold make proposals
• Rejection isnt personal
• Seek advice

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Preparation

• Whats my key point?
• Where is the audience?
• What are my key arguments?
• How do I illustrate them?

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Ps and Qs of Interviews

• Q. What do they want?
• Q. How are they going to achieve it?
• Q. What do I want?
• Q. How am I going to achieve it?
• Q. Do I go ahead?

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Ps and Qs of Interviews

• Points key messages for key audiences
• Pictures to make your points memorable
• Pitfalls know them, dont say them
• Plain language its not for your colleagues
• People its for them and about them
• Passion where appropriate!

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Whose Agenda?

• Acknowledge the question
• Bridge to your territory
• Communicate your points

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Remember.

• M
• A
• L
• E

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Remember

• Message
• Audience
• Language
• Examples

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(No Transcript)
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Avoiding Aids is as easy as

• Abstain
• Be faithful
• Condomise (yuk)

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My Key Message

• Dont muddle the message

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• ivor.gaber_at_beds.ac.uk