Public Affairs workshop
Working with the media
Ruth Collier
Head of Press and Information Office
9 March 2012
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Launch of centre for Iranian studies
Research findings on dangers of vitamin A deficiency
Access Fair highlighting Oxford’s outreach work
Bodleian acquires John Major’s papers
Inaugural lecture of Brown Chair of Cardiovascular
Medicine
Research findings on public attitudes to immigration
David Attenborough giving talk at Zoology Department
Seminar series on London riots
Academic wins £25,000 prize for neurology research
£1m gift for bursaries for Tanzanian students
Know
what
you
want
Know
what
they
want
Ingredients
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Relevant to lots of readers/viewers/listeners
Human interest
Strong emotions
Topical
Superlatives
Strong images
Good quotes
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Basics
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News is new
A hook
Can be summed up in a couple of sentences
Quick to write
Easy follow-up
Ingredients
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Relevant to lots of readers/viewers/listeners
Human interest
Strong emotions
Topical
Superlatives
Strong images
Good quotes
Know
what
you
want
Know
what
they
want
Pitch at the right level
• Have you seen a similar
story in these
papers/programmes?
• Develop contacts
• www.surveys.ft.com
• www.economist.com/specialreports/
firstname.surname@bbc.co.uk
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March: Same-sex civil marriage
consultation
5-11 March: British Pie Week
08-11 March: Crufts
9 March: US monthly unemployment
statistics released
11 March: First anniversary of Japan
earthquake and resulting tsunami and
Fukushima nuclear disaster
12-18 March: Islam Awareness Week
(UK)
14 March: Annual 'No Smoking Day' (UK)
14 March: Pi Day (global)
17 March: St Patrick's Day
18 March: Mothering Sunday (UK)
18 March: Presidential elections in
Germany
20 March: Spring equinox
21 March: World Poetry Day
21 March: UK Budget
Predict
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Look at existing media coverage on the topic
Consider any controversial aspects
What’s the bad headline?
What evidence will be used for that headline?
Who will comment?
Could this be misunderstood?
Pre-empt
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Use simple language
Say what this isn’t
Prepare the contrary evidence
Brief people
Answer the tough questions
Seize the initiative
L
e
a
sLaunch of centre for Iranian studies
tResearch findings on dangers of vitamin A deficiency
Access Fair highlighting Oxford’s outreach work
p
Bodleian acquires John Major’s papers
r
•
•
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• Inaugural lecture of Brown Chair of Cardiovascular
Medicine
• Research findings on public attitudes to immigration
• David Attenborough giving talk at Zoology Department
• Seminar series on London riots
• Academic wins £25,000 prize for neurology research
• £1m gift for bursaries for Tanzanian students
Events
Know
what
you
want
• Is it open to the public?
• Are media invited to attend (does that include
broadcast?)?
• Will you film it?
• Will the key person be available for a photocall?
• Will the key person be available for interviews?
• Will someone say something controversial or
surprising?
• Will a script be available in advance?
• Is there another body also wanting to promote the
event? What are their aims and key messages? Are
they well resourced?
David Attenborough giving talk at Zoology
Department - dud
Is it open to the public? No
Are media invited to attend (does that include
broadcast?)? No
Will you film it? No
Will the key person be available for a photocall? No
Will the key person be available for interviews? No
Will someone say something controversial or
surprising? No
Will a script be available in advance? No
Inaugural lecture of Brown Chair of
Cardiovascular Medicine - big news
Is it open to the public? No
Are media invited to attend (does that include
broadcast?)? Yes
Will you film it? Yes
Will the key person be available for a photocall? No
Will the key person be available for interviews? Yes
Will someone say something controversial or
surprising? Yes
Will a script be available in advance? Yes
what
you
want
what
they
want
Main news pages
www.ox.ac.uk/news
800,000 hits a year
Press & Information Office
press.office@admin.ox.ac.uk
iTunes U
12m downloads in 3 years
http://itunes.ox.ac.uk/
YouTube
www.youtube.com/oxford
Guidance on making audio and video, with
contact details:
www.ox.ac.uk/public_affairs/audio_and_video/
Facebook
University page
470,000 ‘fans’
Weekly reach >300,000
www.facebook.com/the.university.of.oxford
carolyne.culver@admin.ox.ac.uk
Public Affairs
Twitter
University stream
http://twitter.com/uniofoxford
34,000 followers
Gaining 500-600 per week
press.office@admin.ox.ac.uk
Press & Information Office, Public Affairs
Oxford Today
Magazine and website
160,000 circulation
www.oxfordtoday.ox.ac.uk
ot.editor@admin.ox.ac.uk
Public Affairs
e-pidge
70,000 alumni
joanna.whiting@alumni.ox.ac.uk
Alumni Office
what
you
want
what
we
want
Blueprint
sally.croft@live.co.uk
Public Affairs
Staff News
www.ox.ac.uk/staff/news
susannah.wintersgill@admin.ox.ac.uk
Public Affairs
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Launch of centre for Iranian studies
Research findings on dangers of vitamin A deficiency
Access Fair highlighting Oxford’s outreach work
Bodleian acquires John Major’s papers
Inaugural lecture of Brown Chair of Cardiovascular
Medicine
Research findings on public attitudes to immigration
David Attenborough giving talk at Zoology Department
Seminar series on London riots
Academic wins £25,000 prize for neurology research
£1m gift for bursaries for Tanzanian students
www.ox.ac.uk/onlinemediaguidance
press.office@admin.ox.ac.uk
(01865) (2)80528