You’re the voice: make it clear, make it understood
description
Transcript of You’re the voice: make it clear, make it understood
![Page 1: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/1.jpg)
You’re the voice: make it clear, make it understood
Anna Payton, Marketing Officer, NCVER
![Page 2: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/2.jpg)
You’re the voice of your researchno one
knows your work better than you,
but ...
your message must be clear
and easily understood
![Page 3: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/3.jpg)
Why use the media?
but it’s agenda isn’t always the same as
yours
it can be a vital ally
![Page 4: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/4.jpg)
Spoilt for choice1500 to 2000 emails weekly for 50 to 60 stories – HES, The
Australian
and getting coverage of VET
stories harder than stories on schools and universities
news values -• impact• timeliness• prominence• proximity• novelty• conflict• currency•human interest
![Page 5: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/5.jpg)
Audience
your target audiences are the end-users of media and the media itself
![Page 6: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/6.jpg)
Targeting your audience & mediastrong personal angle – general
news
labour market stories – career
sections
stories with a policy focus – HES, The Conversation, APO
social policy/education stories appeal to ‘Life Matters’ on
ABC National Radio
![Page 7: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/7.jpg)
Tailor your message
balance between accuracy, completeness and readability
clarity
structure – use the inverted
pyramid of all media stories
language
![Page 8: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/8.jpg)
Telling the story when the media calls
Talking points – key messages that are clear, succinct, logical, conversational, and avoid jargon & acronyms
![Page 9: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/9.jpg)
Timing
be accessible and responsive
![Page 10: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/10.jpg)
Conclusions
good coverage is highly valuable for your
research, for you as a researcher , and your
organisation
![Page 11: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/11.jpg)
Acknowledgements & referencesJohn Ross, Higher education journalist, The
Australian
References Ross, J. & Payton, A. (2012). Interview with John
Ross on vocational education and training stories in the media. Unpublished.
Rodgers, P. (2011). NCVER Media Awareness Training. NCVER, Adelaide. [in-house workshop]
![Page 12: You’re the voice: make it clear, make it understood](https://reader036.fdocuments.in/reader036/viewer/2022081422/5681677e550346895ddc860f/html5/thumbnails/12.jpg)
Questions?