Module 4


Becoming more effective in media interviews
May 27-28, 2021 9:00AM – 12:00PM (PST)

Knowing how to prepare for media interviews is an essential skill for effective communication of your research.  Under the leadership of Shari Graydon of Informed Opinions, participants will learn how to develop and deliver key messages, bridge from less useful questions to more relevant content, use analogies and concrete examples to increase engagement and exert more control over how you’re quoted.  The module will include mock interviews with participants led by a panel of experts, and a presentation on the kinds of services offered by university communications departments to help researchers prepare for media interviews.


Agenda

Day One:

Interactive workshop with Shari Graydon (2 hours)

Developing and delivering key messages, bridging from less useful questions to more relevant content, using analogies and concrete examples to increase engagement and exert more control over how you’re quoted, part 1.

Follow-up discussion led by Nathan Skolski (1 hour)

The kinds of services offered by university communications departments, what stories get selected, loss of science journalists, importance of academics as a reputable source for information.


Day Two:

Interactive workshop with Shari Graydon (2 hours)

Developing and delivering key messages, bridging from less useful questions to more relevant content, using analogies and concrete examples to increase engagement and exert more control over how you’re quoted, part 2.

Interactive workshop and small-group discussions led by Nathan Skolski  (1 hour)

Mock interview practice with a panel of communications experts.


Learning Outcomes:

  1. Understand the journalists’ context to enhance capacity to respond 
  2. Apply the principles of effective key messages to preparing for media interviews 
  3. Learn how to bridge from questions asked to key messages, knowledge area, research insights of your research
  4. Use analogies and concrete examples to enhance ability to deliver quotable sound bites
  5. Gain insight into your own strengths and weaknesses through mock interview practice

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