1.Presented By: University Communications STEVE SMITH | DAVID FITZGIBBON |TYLER THOMAS & IANR EdMedia DAN MOSER August 11, 2014 UNL MEDIA TRAINING

2. Our Goal: To help UNL look as good as possible in the public eye - How we can help you; what we need from you - What special needs and issues are there in your area? WHY ARE WE HERE? 2 3. To understand different types of media To understand what media needs from YOU How best to communicate with reporters to have the best outcome for you, your department and UNL TODAYS GOALS 3 4. Media successes? Examples of stories that turned out well for you? Bad experiences? A time when something didnt go so well with a reporter or in the media? YOUR MEDIA EXPERIENCES 4 5. Whatever the media says it is. For us, that can mean: A news event/topic in which you may have expertise Groundbreaking or interesting research Work that has an impact (So what?) Conflict or tension A first, a best, or an only WHAT IS NEWS? 5 6. Good news about discoveries/breakthroughs, great teaching, outreach and research is important to UNLs, the colleges and YOUR reputation Are your competitors in the news? Everything is about reputation Budgets/funding (state, federal, local) grants, allocations Attracting grad students, postdocs and undergrads Your peers around the world WHY BE IN THE NEWS? 6 7. Work with University Communications, your areas communicators to bring ideas to media Be reporter-friendly: Establish a relationship with local, national reporters Dont wait for a crisis or when you need something Know how each medium works, its deadlines, limitations AND how it excels Be accessible Build your own personal brand GET MEDIA ATTENTION 7 8. when it comes to publicizing grants. No stories or announcements, internal or external until after the official award letter comes from the Office of Sponsored Programs Anything earlier jeopardizes funding 8 TIMING IS EVERTYHING 9. 9 10. Newspapers are permanent, tangible and still set the news agenda Stories tend to be long, fact- and detail-heavy The local daily is your link to community (taxpayers/voters/constituents) 10 PRINT MEDIA 11. LINCOLN JOURNAL-STAR Higher Education: Chris Dunker Agriculture: Nicholas Bergin OMAHA WORLD HERALD Higher Education: Kate Howard Lincoln Bureau: Paul Hammel, Joe Duggan, Martha Stoddard ASSOCIATED PRESS OMAHA Nelson Lampe, Margery Gibbs DAILY NEBRASKAN, DAILYeR, NEWSNET NEBRASKA Ever-changing cast WRITING RIGHT NOW 11 12. Putting stories together mainly in afternoon May have 4 or 5 newscast deadlines TV reporters usually are generalists no beats Stories are usually 1M:15S to 1M:45S Deadlines are far more strict than newspapers TV NEWS 12 13. 10/11 KOLN/KGIN 8 KLKN 7 KETV And also: 3 KMTV 6 WOWT 42 KPTM WHAT TV WILL CONTACT YOU? 13 14. Hourly deadlines Reporters are generalists Stories are generally 30-seconds RADIO NEWS 14 15. KFOR KLIN NET Radio KRVN KRNU (UNL Student Station) WHAT RADIO WILL CONTACT YOU? 15 16. Local & National News Both are important for different reasons, more connected than ever Fragmented or niche media Fox, Politico, The Daily Show, HuffPo, Daily Caller Do you feed their agenda? CHANGING MEDIA LANDSCAPE 16 17. 24/7 look into what you are doing Allows for promotion and publicity of you/your work A chance to build a personal brand for yourself and/or your research A chance to connect with other thought leaders, media, foundations Allows your college, department & UNL to promote what you are doing Have a plan or follow up with Tyler to develop one SOCIAL MEDIA 17 18. PLANNING AN INTERVIEW 18 19. YOU HAVE THE RIGHT TO: Not be forced to do an interview on the spot Understand EXACTLY what the story is about and your specific place in it Know who else has been/will be interviewed Know what types of media platforms it will be on Be aware, if TV or radio, if it will be taped or live Know how long the interview will take Know how much time you have to return a call Remain silent YOUR BILL OF RIGHTS 19 20. Think of 3 key messages to get across Write them down, practice saying them Prepare background, gather materials Offer simple explanations, graphics Provide copies of abstracts, papers Be ready to explain as you would to a freshman Have ideas about practical outcomes, implications and future research Practice with a colleague or a communicator Email interviews: pros and cons BEFORE THE INTERVIEW 20 21. BEFORE THE INTERVIEW 21 22. Wear an N pin or your nametag Practice, practice, practice Pick your best setting This could involve a UNL backdrop or assistance from University Communications Make sure to include your full name, title and university affiliation APPEARANCE MATTERS 22 23. Breathe deeply, speak slowly Use simple words and short sentences Use your messages in your responses (even if the reporter fails to ask the right questions) Avoid repeating negative words from their Qs Avoid qualifiers When you finish answering, STOP TALKING Nothing is ever off the record Dont ask to read/edit story before its published NEVER say no comment MESSAGING MAXIMS 23 24. DURING THE INTERVIEW 24 25. News releases/media pitches, work with: Dan Moser (472-3007) or Steve Smith (472-4226) to suggest ideas Offer ideas dont just react or wait for media to discover you Know where you excel Watch trends in discoveries & events around the world, in and out of your field Speak out! Op-eds, letters to editor Embrace social media BE A MEDIA STAR 25 26. Talk shows: Use NET studios to go live Long-form interviews, radio/TV if possible Help get something visual or audio for TV/radio stories Be aware of cross-media promotions TV, radio publish text stories to their websites, offer reports to AP and other national outlets BE A MEDIA STAR 26 27. Ante in: Build your personal SUBJECT-MATTER EXPERT brand Pay attention to how science is reported ProfNet and HARO Alert UComm, EdMedia of forthcoming published research that may be of interest to media Think globally, act locally Leslie Reed, national news editor (472-2059) THINK CREATIVELY, GO NATIONAL 27 28. THINK CREATIVELY, GO NATIONAL 28 29. Steve Smith, News Director 472-4226 | SSmith13@unl.edu Leslie Reed, National News Editor 472-2059 | LReed5@unl.edu David Fitzgibbon, UNL Broadcast Manager 472-8520 | DFitzgibbon1@unl.edu Dan Moser, EdMedia Manager 472-3007 | DMoser3@unl.edu Tyler Thomas, Social Media Specialist 472-6554 | TThomas10@unl.edu HERE TO HELP 29