1. Getting the most from the media 5 th October 2012

2. Why media relations matters Knowledge transfer Influencing policy and practice Changing public opinion and creating discussion Building your own profile Building Astons’ reputation Justifying public investment

3. Aston in the media

4. Aston highlights – past six months Dr Judith Baxter – BBC2 Women at the Top, Radio 4 Womans Hour Professor Anthony Hilton – One Show Professor Simon Green – BBC News, The Guardian Professor Mark Hart – FT, BBC News Professor Tim Baines – FT Professor Alison Halstead – Today Programme Professor Jim Shields –Radio 4 Westminster Hour, Guardian Professor John Gaffney – New Statesman, CNN Professor Helen Griffiths – Daily Mail Clearing – The Guardian, BBC Launch of Engineering Academy - BBC

5. How does it work at Aston ? In house team to deal with incoming queries and develop press releases – Alex Earnshaw Adviser to help develop stories – John Mair External agency to pitch to nationals – Kim Catcheside, former BBC Chief Education correspondent

6. Which media channels matter ? Depends on your target audience. The Sun has more AB readers than Today has listeners. The Mail Online has more viewers than all newspapers have readers. In general, print in decline, radio stable, digital growing – but print still breaks stories Sector specific specialist titles and journalists high importance but lower impact Regionals in decline – except in London

7. The changing nature of news Journalism is driven by news. If a big story breaks your 500 word article can be cut to 50 words, your appearance cancelled with no notice Journalists need to ‘sell’ their story internally. Competitive market place. Fewer journalists, so less time to scout around or build stories – you need to be known. Twitter and Blogs can break stories, use both

8. What to expect from the media They won’t come to you, you have to promote to them. Interest will come in waves – long periods when you are ignored followed by short periods when you are really in demand Stories are shaped at the last minute and deadline driven – fast response is vital The media are less informed than you are – take time to simplify and explain

9. Many ways to make your mark News – Planning or News Desk. Pitch as late as possible. Features – Specific Journalist with a clear remit such as Business or Education. Pitch early. Letters page – good way of getting your name established Op Ed – Need a strong point of view and willingness to write at short notice Picture story – Human interest angle or impact. Pitch well in advance

10. What makes a news story ? Not an exact science ! Topicality - A story that headlines one day may not have got a mention a week later Personality -The bigger the human interest angle the bigger the story Impact – How does this research effect everyday life, today or in the future A Hook or ‘Peg’

11. What doesn’t Being awarded funding Speaking at a Conference A story with no spokesperson A story with complex messages Embargoes, caveats and restrictions

12. Media interviews top tips Find out the line of questioning Find out who else they are talking to Brief the reporter before the interview – help shape it Prepare THREE key messages – don’t be passive, get them across Think of real life examples Never say ‘no comment’ or ‘off the record’ Be aware of the editor – repeat your key messages