Meeting the Media Halfway

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Meeting the MediaHalfway

• Bob Nellis
• Nellis.robert_at_mayo.edu

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Questions to Ask Yourself

• Is my research newsworthy?
• Am I being sufficiently clear?
• Am I alerting folks soon enough?
• Will I be around to respond?

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Newsworthiness

• Avoid preliminary or incremental findings
• Must be seen as impacting public
• Or be of interest to specialty media

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Clarity

• Avoid jargon
• Use analogies to explain
• Develop key messages, repeat them
• Find your own 30 second soundbite

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Timing

• Inform communications staff in time for them to
  prepare
• At least two weeks before embargo lifts
• Ideally, as soon as paper accepted

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Availability

• Be around to answer questions
• Work with media staff for easy access
• Free your schedule for one news cycle
• Respond promptly deadlines can kill your story

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Limited Media Resources?

• Start even earlier
• Write your own lay summary and talking points
• Keep visuals in mind
• Get outside help

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Realistic Expectations

• Dont expect the LA Times
• Its crowded out there
• Youre competing with other news
• Keep trying!

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Questions?

• Bob Nellis
• nellis.robert_at_mayo.edu
• bobnellis_at_nasw.org