Using the media (including social media) strategically, within the context of your research, and life after your PhD CDU, 23.9.11 Andrew Campbell Director Research Institute for the Environment & Livelihoods http://riel.cdu.edu.au
Outline 1. Context 2. Understanding the media
3. Using media strategically 4. Dos and Don’ts 2
My lenses • Farming background Cavendish (South West Victoria)
• Studied Forestry (Creswick & Melbourne) • Vic Govt extension officer, Shepparton, Bendigo & Stawell • Manager, Potter Farmland Plan 1984-88
• National Landcare Facilitator 1989-92 • Post-grad studies (Rural Sociology & Soft Systems), Holland & France 1992-95
• Senior Executive, Australian Government 1995-99 • 7 years CEO of Land & Water Australia 2000-06 • 4 years Managing Director Triple Helix Consulting 2007-10
• Director, RIEL, CDU 2011—
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Understanding the media • The media are interested in ‘news’ − That would interest their target audience − Tabloids assume reading age 10-12, broadsheets 12-14, The Fin 14-16
• News values: − Impact, Timeliness, Currency, Proximity, Novelty, Prominence, Human Interest, Conflict
• To get a story up, you need to find an angle, the ‘hook’ − Often this can be the ST factor: first, worst, biggest, most damaging etc − 1 in 3 news stories have an ST adjective in the first 100 words − These are about impact or currency, but in science, human interest and novelty are often more likely hooks – e.g. Chris Tracy frogs story 4
Using media strategically • As opposed to reactively (issue management is another course) • Plan your medium around the target audience − Who are you trying to influence?
• Plan your message − AIM: what do you want to happen as a result of this article/interview? − What do you want people to think, feel or do? − MESSAGE: What would motivate the audience consistent with your aim? − What are some key words? Everyday, colloquial language. − Key phrases or points, colourful, use metaphors, stories, paint pictures − Punchline or take-home message – with sincerity – you must believe it5
Plan your message (2) One planning tool is the S-E-X structure: • Statement − Broad statement introducing your key message
• Evidence − Back up the statement with 3 concrete examples, reasons or pieces of evidence
• eXplanation − The concluding statement (10-15 seconds for radio, 5-10 seconds for TV news, and 1-3 short sentences in print) − Puts opening in perspective, sums up your points, or is your call to action 6
Where does media fit in your career? • First, work out what ‘profession’ you are in: − Discipline? Career path? Life goals?
• Why are you in this field? What drives you? What or who inspires you? Where would you like to end up? • You may have several careers, don’t panic if it’s not clear − It’s OK to have several, in parallel or in sequence
• Media can play several roles for early career researchers: − − − −
Promotion of your academic work within your field Extend the influence of your work more broadly (make a difference) Broaden your contact network Help you with your academic writing (forcing clarity of key points)
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Getting Organised – long term • Learn to monitor yourself and understand your values − what do you find really rewarding, and vice-versa? − who do you really admire, and why?
• Set career goals • Build your networks • Cultivate mentor(s), formal and informal
• Keep working on your skills − Take time out to ‘sharpen the saw’ several times − Media, web and writing skills are incredibly portable
• Don’t be scared to change direction, if it aligns with your values 8
Extending your knowledge network • Identify the most influential blogs in your domain − Academic, practitioner, political or whatever
• Publish, publish, publish − But not just in journals – rewrite publications for blogs • Especially the RIEL blog!
− Tweet, LinkedIn and FB alerts to your piece
• Be strategic with conferences − Not just who will be there, but your capacity for interaction − Look for more interactive ‘quality time’ events (e.g. workshops) 9
• Negotiate performance rewards with your supervisor
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Social Media tips & tools I’m no expert, but here’s some stuff (other than RIEL) I use: • LinkedIn • Twitter • The Conversation, Crikey (rooted), Online Opinion • Professional/discipline networks − − − −
E.g. FCRN Decision Point Conservation bytes LinkedIn Groups − E.g. REDD+ − Renewable Energy
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Writing for media and blogs Compared with academic/scientific writing • You can use more direct, everyday language, without qualification • Be more personal, without being exhibitionist • Tell a story, and make it interesting
Some blogs blur the boundaries, and are very influential − Some are refereed, rather than just moderated (e.g. The Conversation) − Some are very widely read (not just Andrew Bolt) − Start cautiously and modestly, e.g. by popularising a journal article − Understand your employer’s web/email policies − Don’t write or tweet anything that you (or CDU!) would be 11 embarrassed to see on the front page of The Australian
In Summary This short intro is the tip of a very big iceberg • I’m an amateur, with some media successes and many unsatisfactory experiences • Seek out professional training if you want to be serious with media • Do see the media as a potential strategic ally, if used well
• But not without risk, especially if planning or execution are poor • Work out the stories that lie nascent in your work, just waiting to be brought to life for a mass audience • Writing for on-line, print and broadcast media can be revelatory, very rewarding, and can enrich your academic writing
• GO FOR IT!!!
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