News & Media Relations Unit Office of Communications August 27, 2014American University of Beirut

News and Media Unit The Office of Communications’ News and Media Unit is the main content creator and curator for the AUB homepage It is also a main content contributor for AUB social media It is the University’s exclusive link to news media outlets, reporters, and editors It is the exclusive developer and distributor of University news

Strategic News and Media Relations Media Relations

Examples of Newsworthy stories Student achievements and innovation and innovation

Examples of Newsworthy stories Metel Ma Shelta

AUB research team plants cedar tree into wireless devices Examples of Newsworthy stories

MORE RESEARCH STORIES E-cigarettes No-Till Farming First complete Phoenician temple in Tyre Cleft lip surgery with Google Glasses

Strategic News and Media Relations What News Editors are interested in: Research studies Prizes that are the most important in your field Student achievements that have a wow! factor New programs/initiatives that would impact society or education in general Any activity that can be linked to current affairs/news Activities that have an impact on society with PROOF that they have improved people’s lives

Strategic News and Media Relations What News Editors are NOT interested in: Lectures and seminars and conferences The launch of a research study, activity, project, building, program (They want to hear of the results and the impact they make) Gala dinners and awards ceremonies Research studies that do not offer a lot of insight or are too theoretical The recognition of a professor for work that has very limited impact, or through a little-known award

Strategic News and Media Relations What we can offer you: Our expertise and guidance on how best to reach your objectives through a media plan Depending on objectives, a media plan may or may not include: A media alert, a press release, a web story, social media, interviews with the press/ internal vs external communication… Our expertise and guidance on what is considered newsworthy Our connections to news media (pitching, corrections, statements, monitoring) Our expertise on how to deal with reporters, handle interviews

Strategic News and Media Relations What we need from you in order to develop a successful media plan: 1- To answer the following questions before deciding whether you should plan an event or request a media plan: 1- What do I want (to say/achieve)? 2- Who is my target audience? 3- Why do I want to say it? i.e., What do I want my audience to do after reading my message? Also answer the question: What’s in it for me? (on behalf of your audience) 2- To involve us as soon as you conceive of an idea for an event, activity, or story. (Sometimes what is thought to be a small event/story turns out to be big and vice versa) 3- To provide us with all needed information in a timely manner (background info, quotes, contacts) – 24 hour rule NOTE: Once we agree that we will issue a press release on your behalf, you should make yourselves available for press/TV interviews

Strategic News and Media Relations PLEASE DO NOT PROMISE DONORS OR EXTERNAL PARTNERS A MEDIA PLAN, WHETHER PARTIAL OR COMPLETE, WITHOUT CHECKING WITH US FIRST

Strategic News and Media Relations Academia vs News World

Strategic News and Media Relations For your story:  What happened? What is this about?  Where did it happen?  When did it happen?  Who is involved? Who did it?  Why did it happen? For what purpose?  How did it happen? SO WHAT? For your message  What is my message?  Where should my message reach?  When should my message be released?  Who should my message target?  Why is my message interesting? For what purpose?  How can I make my message effective? For your target audience (TA):  Who is my TA?  What do I want to tell my TA?  Where can I best find my TA?  When is it best to reach out to my TA?  Why do I want to reach out to my TA? For what purpose?  How should I contact my TA? WHAT’s IN IT FOR ME? asks my TARGET AUDIENCE The 5Ws – always handy

Deadlines To request a media plan, based on objectives: Contact us at least days BEFORE your planned event For media training: Book us at least one week before your planned interview To request help placing paid ads or obits in newspapers: Contact us at least 48 hours before your preferred date of publication

Thank YOU

Contact information Office of Communications Building 42, facing New Women’s Dorm Maha Al-Azar Director of News and Media Relations x-2670 or Hassana Tabbara Administrative Assistant Henry Matthews Arabic Editor