What makes a good news story?

With hundreds of media releases crossing a journalist’s desk every day, your media release has to have immediate impact to avoid being ‘filed’ straight into the bin. What makes news? No-one really knows what news is. Experienced people can smell it but they...

Doing a television interview

Television is the most powerful and demanding form of media. It’s also the most time consuming to produce. You can help the crew get the best footage by having good visuals ready and briefing your ‘talent’ (the interviewee) on what constitutes a good quote. If...

Controlling an interview

When you are preparing for an interview, it may help to remind yourself of the different priorities of researchers and journalists: Researchers work with accuracy, detail, prudence, incremental developments, robust methodologies and peer review. Journalists work with...

Gaining media coverage at scientific events

Journalists are always on the lookout for a good story. Conferences, symposia and other events usually have at least one newsworthy story or speaker. By briefing journalists in advance of the event and working with them during the event, you can maximise the...

Dealing with difficult media interviews

‘Bad news’ stories about difficult or contentious subjects should be carefully planned and released in the same way as ‘good news’ stories. Respond to the issue quickly and credibly. Control the agenda so your message gets out, not the journalist’s ideas or...