R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Boosting your research profile through traditional media Andrea Hilliard, Head of Corporate Communications and Events

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Research Noun: research The systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions ‘the group carries out research in geochemistry’ ‘medical research’ ‘he prefaces his study with a useful summary of his own researches’

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS All universities are committed to public engagement and the dissemination of their research

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS What is news? Noun: news 1.newly received or noteworthy information, especially about recent events "I've got some good news for you" 2.a broadcast or published report of news plural noun: the news "he was back in the news again" 3.information not previously known to (someone) "this was hardly news to her”

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS We’re here to help Press Office 1.Informed/find out about up-and-coming research stories 2.Agree publication date with academic 3.Draft news release for approval Accessible - as we need to impart knowledge 4.Issue on date agreed (ensuring academic is available) Press and broadcast (tv and radio), our website, Twitter (sometimes Facebook) and internal channels Interview hints and tips 5.Provide media coverage reports to demonstrate impact

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Identifying news stories Every story answers the questions who, what, why, where, when and how Journalists use strict criteria to assess what will grab attention of their audience/readers. They will only tell a story if they can tell people how it will affect them personally. The why? is vital (rather than how) Journalists view a ‘good’ news story as one that meets the following conditions 1.It must be new 2.It must be relevant, affecting the audience/readers 3.It must have impact, perhaps changing or influencing people’s lives in some way

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Recognising the Media Agenda Drama plays a big part in the news e.g. conflict / tension / resolution / human interest If an event is immediate or imminent, and it is made important or interesting by tragedy, controversy, or irony is more likely to make the news If it is the first, last, biggest, smallest, most expensive, most unusual it is more likely to gain media coverage Journalists like to include an element of surprise in their stories. Failing that they will often expand on a story/trend already in the news “A picture is worth ten thousand words” - Anon

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Impact – April 2015 Volume of articlesReachValue Positive70161,802,859£1,933,387 Balanced181,179,700£159,605 Negative81,133,618£28,749 Neutral273,748,227£107,614

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Impact in action Between February and May, Nick Drydakis’ research stories, including the link between sex and earnings and workplace discrimination facing gay and lesbian employees, achieved the following: Media items: 138 Total reach: 25,130,113 Total value: £461,316 OECD made contact (after seeing article in Daily Mail) – Deputy Director, Directorate for Employment, Labour and Social Affairs.

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS If you want to raise your profile 1.Get to know your Press Officer – Jon Green Talk to him, tell him about your expertise (for comments) and what you’re working on 2.Make sure your Staff Profile is impressive – journalists make assumptions like everyone else. Get on LinkedIn, and keep it up-to-date. 3.Build your confidence – training, listen/watch others (did they get to the point / their message across?) 4.Use the media coverage reports to demonstrate the impact you’re making – internally, on your staff profile and with partners

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Questions?

R= 112 G= 47 B= 138 R= 241 G= 180 B= 52 R= 206 G= 0 B= 55 R= 0 G= 169 B= 224 R= 0 G= 191 B= 179 R= 166 G= 187 B= 200 R= 176 G= 138 B= 66 R= 181 G= 189 B= 0 R= 159 G= 174 B= 229 R= 0 G= 51 B= 102 R= 66 G= 182 B= 230 Top line palette Education palette Undergrad Postgrad ALSS HSCE MS S&T LAIBS Your turn…. Remember: 1.Every story answers the questions who, what, why, where, when and how 2.Journalists use strict criteria to assess what will grab attention of their audience/readers. They will only tell a story if they can tell people how it will affect them personally. The why? is vital (rather than how) 3.Journalists view a ‘good’ news story as one that meets the following conditions It must be new It must be relevant, affecting the audience/readers It must have impact, perhaps changing or influencing people’s lives in some way