Making the most of media interviews - Winter 2016, Morning
By Nick Manning
Date and time
Fri, Mar 4, 2016 8:30 AM - 12:30 PM EST
Location
QNC 3402
University of Waterloo Waterloo, ON N2L 3G1 CanadaDescription
Innovation, discoveries and scholarship from research intensive universities touches every aspect of our lives, yet many Canadians feel unconnected to developments from the academy. As a publicly funded institution, it’s important that we demonstrate to the public, the government, donors, and funding agencies the impact that their investment is making. One of the most effective ways to do this is through the media.
We encourage all members of the University’s academic community to speak with the media concerning their areas of expertise.
Studies show that most people get their news about science from traditional mass media, yet specialized science journalists are becoming increasingly scarce as the new industry faces new economic realities. Stories about innovation in science and engineering are now largely assigned to reporters who can lack the expertise to present these subjects in an engaging and accurate way.
Moreover, many academics view being interviewed by members of the news media with trepidation or suspicion. They are concerned about having their thoughtfully chosen words misinterpreted or taken out of context; they may lack confidence in their ability to explain complex issues concisely; and many are unfamiliar with the various expectations of radio and TV interview producers.
But the public discourse needs scholars who are both genuine experts and committed to ensuring that the information they share is based on up-to-date evidence. In the absence of their analysis, reporters and other commentators with a more superficial understanding of the issues being discussed can end up distorting public perception about critical matters.
Waterloo’s Media Relations team partners with Shari Graydon of Informed Opinions to facilitate the dialogue between media and University of Waterloo expertise by offering this half-day interactive workshop as a beginner’s introduction to engaging with the media.
Making the most of media interviews – a workshop for women
Continuing our support for gender equity and Waterloo's HeForShe IMPACT 10x10x10 initiative, the Media Relations is again partnering Shari Graydon of Informed Opinions to facilitate the dialogue between media and expert women at the University by offering this half-day interactive workshop as an introduction to engaging with the media. This workshop provides attendees with practical tools to enhance their capacity to turn media interview requests into education or advocacy opportunities, allowing them to:
- Understand how reporters, columnists and talk show hosts operate;
- Prepare for and feel comfortable in interviews (print and broadcast, friendly or hostile, long or short, live and taped);
- Exercise more control in interviews by bridging from asked questions to important issues, and by introducing more nuanced context;
- Translate abstract issues into concrete examples, memorable messages and compelling stories;
- Practice the above techniques in the safe and supportive environment of taped mock interviews; and
- Adapt their approach after viewing and discussing their own and others’ practice interviews.
Advance Survey: Before the workshop, we will circulate an online survey soliciting feedback from participants about their previous media interview experiences and fears about, likely topic areas, recent news stories that are relevant to their expertise, and desired learning outcomes, to help us tailor the session to their needs.
About Informed Opinions
Informed Opinions is a non-profit initiative that trains and supports women in making their ideas more accessible and increasing their impact. Their goals are to bridge the gender gap in public commentary and enhance the quality of public discourse by expanding the diversity of perspectives that inform Canada’s policies and priorities.
Organized by
Nick is Director of Media Relations at Waterloo. Nick joined the University of Waterloo in March 2013 from BlackBerry, where he led media relations for global launch of BlackBerry10. Staged in New York, the highly anticipated launch was the culmination of a sustained effort to repair BlackBerry’s reputation that was awarded Best Traditional Campaign by PR Daily. Prior to that, Nick spent over eight years at the UK’s Ministry of Defence (MOD) as Senior Press Officer for Military Operations. No stranger to crisis, Nick led a press office team dealing with all aspects of Defence activity in Iraq, Afghanistan, Libya and other operational theatres. As a source of valued and trusted counsel, Nick’s regularly attend meetings at 10 Downing Street and coordinated with senior ministers and military officials to promote the work of the MOD and defend its reputation. Nick trained as a journalist at the University of Central Lancashire.