How to deal with journalists

…like me

What do they want from us?

What do we want from them?

Little bit of theory...

Lots of practice!

Why bother?

Journalists can help to have impact with your research

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Train how to:

Be in charge of the interview

Be able to get your key message across

Speak in the language of your target audience

Formulate in a clear, convincing and credible way

Your experiences...

What does he want?

Let’s practice!

Your assignment: interview me about my research on behavioural targeting, a.k.a. personalized advertisement on websites based on an individual’s web-browsing behaviour.

Choose your medium (e.g. newspaper, popular magazine, radio/television show (not a scientific one!))

Make up some questions you think are relevant

Imagine yourself as a journalist

Let’s evaluate…

What do they want?

News!

Uniqueness

Recent developments

Drama & emotion

Conflicts

Impact on large groups

Personalimpact

Prizes & publications

Prizes & publications

Weird science

Visualisation

Know your audience

Who are they?

What do they want?

What does thatmean for us?

Take your time to think about your story

Send a clear and concise

message

Not too many!

Think about what you don’t

want to tell

But do not lie!

Help the journalist

Help the journalist

statistics

metaphors

examples

facts

otherexperts

Every interview is a chance to tell your story!

But keep your audience in mind…

Let’s practice!

Prepare to be interviewed

What kind of medium (newspaper, tv show, …)?What kind of audience?What is the news value of your story?What is your message (max. 3 key messages!)?What do you think the journalist will ask?Is there anything you don’t want to talk about?

I will interview you

Let’s evaluate…

Some tools

Redirectthe question

Don’t answer all questions

Check the facts

Let’s practice (again)!

Looking back…

That’s all for now…

Thanks for your time and energy!