Getting Out Your Research Story: Working with the Media

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Getting Out Your Research Story Working with
the Media

• March 6, 2003

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Chris Comer Assistant Vice President for Public
Affairs Tom CurtisDirector of Research
Communications Doris White Director of Media
Relations
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Office of University AdvancementPublic Affairs
Group

• Broadcast Communications
• Internet Communications
• Marketing
• Media Relations
• Publications
• Research Communications

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A few roles and services of Public Affairs
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A Few Dos

• Let us know as soon as you have a newsworthy
  paper, poster or results
• Respond quickly to calls from the media
• Anticipate questions, think your answers through,
  do it ahead of time and in detail
• Make a few points clearly and early
• Speak in short, clear sentences, avoid jargon

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A Few More Dos

• Explain how your work benefits the public.
• Encourage the reporter to call you back if he or
  she has follow-up questions
• Assume that anything you say may end up in print
  or on the air

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A Few Donts

• Dont ask to review a reporters article  
• Dont say no comment  
• Dont speak off the record
• Dont fail to stress that you are at the
  University of Texas Medical Branch at Galveston
   
• Dont forget to tell Public Affairs that youve
  been interviewed
• Dont fidget do watch your body language

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Things to remember

• The weather (and other things we dont control)
• Timing is everything
• Everything needs to be news
• Paid advertising is the only sure thing

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Public Affairs Media Support Areas

• Research CommunicationsTom Curtis, Jim
  KellyBasic and bench research
• Media RelationsDoris White, Cathy Nall, Carrie
  Davis, Judie Kinonen, Jennifer
  Reynolds-SanchezClinical research, patient care,
  education

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All Media, All Locations1st Quarter FY 02-03

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Activity Summary1st Quarter FY 02-03
134 Total Media Contacts
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All Media, All Locations
Number of Story Placements and Ad Value1st
Quarter FY 02-03
Ad Value
1st QTR 01-02 2,034,162
1st QTR 02-03 2,380,360
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(No Transcript)
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Story placements or Media Hits
Acute Care for Elders unit featured for its
first-place ranking in patient satisfaction
Houston Chronicle
UTMBs Online Lab Relies on Simulations to
Teach Microbiology The Chronicle of Higher
Education
West Nile Outbreak One for Record Books Can we
expect a jump next year? The New York Times
UTMB Professor Ping Wu discovered a mixture of
proteins that help guide specific stem cell
development ABC News
UTMB TCDJ Nurse Carolyn Crockett provides
compassionate care to inmates, despite the high
cost of inmate care U.S. News
World Report
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Are you an expert?

• Are you an expert in your field?
• Do you feel comfortable speaking with reporters?
  In front of a camera?
• Would you like to be listed as one of UTMBs
  experts?

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Media Relations Services

• Media contact
• Coordination and setup
• Coaching
• Media follow up
• Media escort
• Patient consent forms

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Questions?
Contact or visit Public Affairs at 3.102
Administration BuildingCampus Mail Rt.
0144(409) 772-2618(409) 772-6216
faxpublic.affairs_at_utmb.edu   www.utmb.edu/oua