1. Media skills workshop Food Futures Flagship – Theme 1020 Thursday February 4, 2010

2. CSIRO CSIRO’s got talent…

3. CSIRO Today’s program 10.00-10.15Introductions 10.15-10.25The media landscape 10.25-10.35Understanding journalists 10.35-10.50CSIRO’s Public Comment Policy 10.50-12.15Mock interviews – Round 1 12.15-1.00Lunch 1.00-1.30Interview techniques 1.30-1.45Key messages 1.45-3.15Mock interviews – Round 2 3.15-3.30Afternoon tea 3.30-4.00Handling media requests 4.00-4.30Final comments and evaluation

4. CSIRO About your presenters Ilaria Catizone Communication Officer, Plant Industry Owen Craig Communication Manager, Food Futures Flagship Communication Lead, Agribusiness Group

5. CSIRO Your thoughts Please tell us: your name and role your level of media experience what you’re hoping to get out of today

6. CSIRO CSIRO’s performance in the media 250 media releases per year 15,000+ print, TV and radio articles per year (Aust.) 24,000+ web-based articles (Aust. & International) per year

7. CSIRO Newspaper circulation figures – weekdays 2009 The Herald Sun461,509 The Financial Review – national 82,000 The Sydney Morning Herald200,000 Courier Mail224,960 The West Australian201,074 The Australian – national131,598 The Canberra Times36,027

8. CSIRO What Australia Watched September 2009 Network Ten: AFL Grand Final 2,704,000 Seven Network: Packed to the Rafters 1,766,000 Seven Network: Highway Patrol 1,698,000 Seven Network: Seven News Sunday 1,512,000 Network Ten: Ten News 1,505,000 Seven Network: RSPCA Animal Rescue 1,501,000 ABC1: Midsomer Murders 1,479,000 Seven Network: Border Security 1,432,000 Seven Network: Seven News Weeknights 1,414,000 Seven Network: Last Chance Surgery 1,394,000

9. CSIRO What makes news?

10. CSIRO Understanding journalists What journalists want A great story A good clear explanation Good ‘talent’ Good pictures Prompt response Exclusives

11. CSIRO Understanding the media Their challenges: Fewer resources Deadlines and time pressures Pressure for exclusives Or “everyone else has this, why don’t we?”

12. CSIRO CSIRO’s public comment policy Scientists are CSIRO’s frontline communicators. They are encouraged to communicate the outcomes and implications of their scientific work and, where relevant, policy options and scenarios stemming from their scientific findings. CSIRO staff should not advocate, defend or publicly canvass the merits of government or opposition policies (including policies of previous Commonwealth governments, or State or local or foreign governments).

13. CSIRO MOCK INTERVIEWS

14. CSIRO Learning the hard way

15. CSIRO Delivering your message You only get one chance to tell your story CSIRO – Clear, Short, Interesting, Relevant, Original Develop three short key points and write them down Develop examples, statistics and/or illustrations Six-second grab or quotable quote Why are we doing this, why does it matter now, why should people care? What don’t you want to be asked?

16. CSIRO Interview technique Be prepared – know the format and the audience Be concise Be excited Control the interview – you’re in charge Never say “no comment” Avoid scientific jargon Avoid using the interviewer’s name Don’t use a question to answer a question Don’t repeat the question It’s ok to repeat key points

17. CSIRO Off the record There’s no such thing as off the record Assume the camera is always rolling Hand on the door knob question

18. CSIRO Dealing with aggressive journalists Journalists have one primary objective: a great story Play the issue, not the person; stay rational Keep emotion out of the discussion You’re in control; you’re setting the boundaries You won’t always get asked the questions you want to answer, but you’re in control of the message Remember, the media always has the last word

19. CSIRO Guide the interview Using bridging phrases can be very useful for keeping the interview on track. They help you answer the journalist’s questions briefly, and then move on to one of your own key messages Some examples: -“Yes, that’s an interesting point. Another key issues is …” -“That may be the case, but let’s remember that …” -“I’m not sure that’s the case, because…” -“Equally important, however, is the fact that…” -“Yes, that’s an important issue, but we’re also committed to…” -“Of course, it’s important to keep in mind that…”

20. CSIRO The interview Tips for TV interviews What to wear – presentation makes an impression Where do I look? At the interviewer, NOT the camera Be enthusiastic – if you’re not, who will be? Try to avoid umms and arrs, breathe instead Stand still Watch and learn Practise, practise, practise

21. CSIRO What to do if a journalist calls Immediately: Write down the journalist’s name Write down where they’re from Write down what they want to talk about Write down their deadline Are you ready to do the interview on the spot? Remember you can arrange a time to call back When you hang up: Are you the right person for the interview? Do you need support from your Communications team? Do you need to advise your line manager?

22. CSIRO MOCK INTERVIEWS

23. CSIRO Consider your audience Work with your communicator Target particular outlets with your story Aim to get coverage in media that your target audience consumes

24. CSIRO When you’re ready to release your story Clear your diary Leave your mobile phone on Make sure you have your communicator’s numbers Prioritise requests for your time Tell your communicator if you need support If anything goes wrong, contact your communicator and/or CSIRO media

25. CSIRO After the interview Let the communication team know how you went Flag any potential issues Listen to/watch the interview/read the story Review your messages Follow up if required with the journalist Talk to your Communicator if you need to correct errors

26. CSIRO Feedback Evaluation forms Online support

27. CSIRO Thank you CSIRO Owen Craig Communications Manager Food Futures Flagship Phone: 02 9490 8201606140 Email: owen.craig@csiro.auowen.craig@csiro.au Web: www.csiro.auwww.csiro.au