Introduction to Media Relations

1
Introduction to Media Relations Public Affairs
Leah Gourley
Public Information Officer Office of Public
Affairs Harvard Medical School
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Effective Communication

• Three part equation
• Audience
• Message
• Vehicle

3
Why Talk to the Media?

• If federally/NIH funded obligation in grant
• If pharma funded written in contract
• Taxpayer perception Public needs to be convinced
  of power of their investment

4
NIH Funding (FY 06)

• At HMS and affiliated hospitals
• Total NIH-funded grants 2,735
• Total number of PIs 1,817
• Total NIH peer-review research funds granted
  1.17 Billion

5
When a Reporter Calls

• Take time to think
• Consider calling Public Affairs
• Write down 3 points that wont make you spit out
  your coffee in the morning

6
Interview Bill of Rights

• Whos calling?
• What type of show/publication/web site?
• What is the focus of the story?
• Are others being interviewed?
• How does my point of view fit in?
• What is the format live, taped, call-in?

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Interview Tips

• Set a time limit
• Know your message 3 points
• Keep to your message, dont get sucked into
  what ifs
• Use soundbites/headlines, not 5-paragraph essays
• TV, 8-12 seconds radio, 30-45
• If you misstate, correct it quickly
• Call back if needed

8
Block Bridge

• For a tough or off-topic question, be a
  politician
• What I think you are asking is . . .
• The overall issue is . . .
• Whats important to remember is . . .
• I cant discuss . . . But I can tell you . . .
• What I am really here to discuss is . . .
• Your readers/viewers need to know . . .
• Get back to your 3 points!

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Feed the Mike

• But remember it needs to be on a diet.
• Youve given a good answer, stop
• You are always on the air always on the record
• If asked about a problem, talk about a solution
• Avoid jargon
• Build relationships

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What to Wear?

• Be comfortable but professional
• Avoid loud accessories
• Avoid white, stripes, busy patterns
• Glasses are okay
• Ultimately, your appearance should not distract
  from what you have to say

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When the Camera Rolls

• Non-verbal clues
• Look at the questioner, not the camera
• Keep hands out of pockets
• Clasped hands are a brief affect, not a pose
• Dont be afraid to gesticulate
• Its a conversation, not an interrogation

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But Where Does the News Come From?

• Working with the Office of Public Affairs
• Alert us as soon as a paper is accepted
• We track down publication date
• Devise plan of attack
• press release
• news tip
• targeted pitch
• Teleconference
• Focus
• HMS home page
• Go out ahead of embargo
• Collect clips

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Office of Public Affairs Services

• Publications
• HMS Home Page
• Focus
• WebWeekly
• Deans Report
• Newsroom
• eCommons

• Events
• Inviting media
• Inviting audience (external and internal)
• Radio ISDN Line
• Op/Eds
• Advice

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How to Find Us

• Gordon Hall
• 25 Shattuck Street
• Room 001 (basement)
• Leah Gourley
• Leah_gourley_at_hms.harvard.edu
• 617.432.3991

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