Working with the NTU press office

Helen Breese

Senior Press Officer

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NTU press office

• The press office sits within the University’s communications team but we work closely with other departments

• Responsible for building the reputation and raising the profile of the university through the press – regionally, nationally and internationally

• Four press officers, each with responsibility for their own Schools

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Why engage with us?

• Help to raise NTU’s profile, your discipline’s profile and your personal profile

• Disseminate your research findings or demonstrate your expertise to a wide variety of audiences

• Communicating academic research is often a requirement of funders

• Press coverage can generate and influence debate and lead to impact – in the past academics have had many positive outcomes purely as a result of media coverage

• Sometimes the media can be used to help gather more participants for studies

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So what makes a news story?

• Something which is new! Or offers a new angle to an existing topic

• Something which is unusual, out of the ordinary or has a potentially wide interest

• Something which is timely

• Research findings – yes please! Journalists crave tangible information – statistics, trends, effects, consequences, implications etc. Findings offer us the best opportunities for news coverage

• Opinion – if we know what our academics can talk about, then we can react to the news agenda and pitch them and their views to journalists covering relevant stories

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Our work

News releases (proactive)

• We identify the story and draft copy accordingly. We keep the copy interesting, understandable and accurate

• Very robust approvals process. Copy is approved by NTU researcher(s) and any other partners involved in the work

• We speak to relevant journalists – international, national, specialist or local – to sell the story in

• We’re happy to hold on sending anything out to coincide with review / publication process

• News releases allow us to carefully manage the message

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Coverage from recent news releases

July 2014: Research led by Prof Tilak Dias (Art & Design) into how heart sensors could be embedded into car seats to detect if drivers start to fall asleep

The car seats which detect when drivers are falling asleepCar seats which detect when drivers are falling asleep at the wheel are being developed by Nottingham Trent University.

SNOOZE CONTROL: Car seats could prevent dozy drivers falling asleep at the wheel. They will contain a fabric-based sensor system to detect changes in heart rates and warn the motorist. Thesystem is being developed by Nottingham Trent university and electronics firm Plessey.

Smart seatbeltsgive sleepy driversa wake-up call

Doze alarm for lorriesHI-TECH seat covers could bring trucks to a halt ifdrivers nod off. Sensors will measure heart rates and first warn truckers if they get sleepy.

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Coverage from recent news releasesAugust 2014: Research by Nottingham Trent University’s International Gaming Research Unit into Game Transfer Phenomenon. Angelica Ortiz De Gortari and Professor Mark Griffiths.

Do you hear things after playing video games? There's a name for that.Research suggests that players hear sound effects and background music long after switching off their games consoles.

Gamers still hear gunfire, screams and fallingcoins days after playing, study findsA study led by Nottingham Trent University’s International GamingResearch Unit has found that some gamers still hear in-gamesounds in real life days after playing.

Gamers 'hear screams and explosions' after long sessionsOne survey respondent heard a voice whispering ‘death’ for days

Gamers 'Hearing Voices Long After Playing'More than one in 10 people questioned say they have heard noises or voices after sessions playing video games.

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Coverage from recent news releases

• July 2014: Dr Anton Ianakiev and Dr Anthony Crabbe have developed a new material as strong as MDF which is made of shredded paper.

Researchers at Nottingham Trent University have developed a new building material which is as strong as MDF but is made from shredded paper.

Academics invent walls made from recycled shredded paper

Walls could be made from shredded paper after researchers at Nottingham Trent University developed a new material which is as strong as MDF.A study led by Dr Anton Ianakiev, of the school of architecture, design and the built environment, and Dr Anthony Crabbe, of the school of art and design, have established a new, rigid composite material which is paper-based but also fire and water resistant.

Academics invent walls made from recycled shredded paper

Walls and floors could be made from shredded paper after researchers at Nottingham Trent University developed a new material which they claim is as strong as MDF (medium density-fibreboard).

Sustainable building material made from paper

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Expert spokesperson alerts (proactive)

• We monitor the international and national news agenda

• When a major story breaks we identify if we have an expert who can comment on it by giving an opinion / view / background information

• We work with that academic quickly to draft a few quotes or assess availability for interview

• Supply information ASAP to the journalists covering that story

• Timing is critical – we have a very small window of opportunity to make the most of this

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Media experts directory

• Academics across the university who have indicated a willingness to engage with the media

• Searchable by A-Z subject list or by name

• Directory is linked to staff profiles and appears on the news section of the university website

• Used by journalists searching for expert / independent comments to support their stories, and by the press office when looking to proactively pursue a story

• Please let the Press Office know if you would like to appear on here

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Recent examples of expert comment

August 2014, Professor Robert Dingwall talks about the deadly Ebola virus.

Smuggled ‘bush meat’ couldbring Ebola virus to Britain

KILLER VIRUS OUTBREAKEBOLA BUG INFOOD THREATCould reach UK in smuggled meatProf Robert Dingwall, aninfectious diseases expert atNottingham Trent University,warned: “Lots of wild animalscarry the virus, andbush meat is often badly prepared.Similar meat thatcould have caused this outbreakmay well end up in amarket stall in London.”

Britain launches battle to keep out deadly Ebola virus as it poses 'serious threat' to UKProfessor Robert Dingwall, an expert in infectious diseases at Nottingham Trent University, said the UK is taking the threat "seriously".He warned: "We cannot hope to keep cases out at the borders." He said infected people who survive can continue to pass on the virus for up to seven weeks. He added: "We are not doomed in the UK, but it is sensible to raise our level of alert."

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Recent examples of expert comment

June 2014, Dr Andrew Evans talks to the national and international media about the Luis Suarez biting incident during the FIFA World Cup.

Así OcurrióMinuto a minuto: la FIFA sanciona a Luis Suárez por mordida

Reaction to Luis Suarez's nine-game ban for biting

Dr Andrew Evans, a performance psychologist at Nottingham Trent University: "This punishment won't serve as much of a deterrent to Suarez in the future as it's too similar to previously imposed sanctions. What is really needed now is a psychological programme capable of promoting long-lasting behaviour change."

Dr Andrew Evans, a performance psychologist at Nottingham Trent University said thepunishment won't serve as much of a deterrent to Suarez in the future.

Suarez act abnormal: GhiggiaLuis Suarez bite: Recap afterstriker is banned PLUS countdownto knockout World Cup matches

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Recent examples of expert commentJune 2014: Simon Boyes from Nottingham Law Schools talks about a rugby team’s High-Court attempt to overturn their points deduction.

Rugby League - Boyes: Bulls unlikely to win appealA sports law expert says Bradford are unlikely to succeed in their High-Court attempt to overturn their points deduction.

Bulls unlikely to win High Court battle, predicts law expert

A sports law expert says Bradford are unlikely to succeed in their High-Court attempt to overturn their points deduction.

The relegation-threatened Super League club have already lost an appeal against the decision of the Rugby Football League to dock them six points for going into administration earlier this year.The club's directors opted to fight on after receiving the findings of the independent sporting appeal panel which upheld the penalty a fortnight ago and consulting with their legal team, as well as newly-appointed head coach James Lowes.However, Simon Boyes, who teaches at Nottingham Law School and is the author of the text book "Sports Law", believes the High Court are unlikely to rule against a governing body.

Sports law expert: Bradford Bulls unlikely to win points appeal

A SPORTS law expert says the Bulls are unlikely to succeed in their High Court attempt to overturn the club's points deduction.

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Expert columns

Academics can also provide us with columns (400-600 words) which we use on the news pages of the NTU website

• Need to be timely, hooked to a recent news story or topic

• Need to be written for the layman, in an engaging way

• The press office can pitch these to media

• Good option for academics who want to talk about their areas of expertise, but might not feel ready for media interviews

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Recent examples of expert columnsAnton Ianakiev writes for the Guardian about walls made of shredded paper while Lingling Mao talks about corruption in Chinese politics.

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Responding to media enquiries (reactive)

• We take calls from journalists everyday looking for experts to comment on

their stories

• It’s important that we know who can talk on what so that we can link our

experts to the media quickly and effectively

• Once a journalist has used an academic they tend to come back again and

again

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The truth about journalists

• How they work– National– Local– Trade

• What they want

• They appreciate your help

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Overcome the barriers – and the myths!

• ‘I don’t have time’ – we can help draft copy and field phone calls

• ‘I don’t trust the media’ – journalists really aren’t out to make us look bad. They need us too.

• They’ll misinterpret or criticise my research – this is why it’s important to work with us, so we can manage the messages in the right way. They want to write accurate / informative pieces (and we can help them).

• I’m worried what my peers will think – academics across the world engage with the media. Don’t be worried because you feel that someone is more of an ‘expert’ than you.

• I’ll get into trouble with the university – press coverage is seen as a vital tool in raising the profile and reputation of our university.

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What you can do

• We need our academics to tell us about their RESEARCH

• We need our academics to tell us about their area(s) of EXPERTISE

• We need our academics to ENGAGE with us – and keep coming back!

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Your research

• Is it new?

• Find the angle - what makes it unique? Or what makes it interesting to external audiences? So what?

• Which audiences will be interested in your research? Why?

• Potentially how many people could your findings make a difference to? / What is its impact?

• Is there a relevant issue in the press at the moment?

• Can it be easily translated into something which can be understood by the general public?

• Is the full report available to the media?

• Are there statistics they can use?

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It’s not dumbing down….

Whatever the subject matter, a press release should be written in plain English. For a non-specialist audience there is no point in writing in highly technical terms. If a journalist can not understand what they are reading they are unlikely to pursue a story. Not using technical jargon isn’t ‘dumbing down’; it is just ensuring that your work is communicated in a way that can be understood by a wider audience. ESRC, Dealing with the Media

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What you can do for journalists

• Be available

• Be helpful

• Be patient

• Be clear

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Media training

• If you’re unsure / not confident about working with the press we offer media training

• Offer two workshops in both print and broadcast media

• Give you a better understanding of how to deal with media enquiries

• Build confidence in dealing with the media – and give advice on preparing for media interviews

• Excellent feedback from academics who have undertaken this training

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Contacts – we’re here to support you• Therese Easom, Press and Internal Communications Manager

• Dave Rogers, Senior Press Officer (School of Animal, Rural and Environmental Sciences; School of Science and Technology; and School of Social Sciences)

• Helen Breese, Senior Press Officer (School of Arts and Humanities; Nottingham Business School; School of Education and Nottingham Law School)

• Kirsty Green, Press Officer (School of Art and Design; Schools, Colleges and Community Outreach; Sport and Lifestyle; Nottingham Conference Centre)

• Chris Birkle, Press Officer (School of Architecture, Design and the Built Environment; The Hive; NTU business engagement; Environment team)

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Further information

• Working with the media; a guide from the NTU Press Office

• ESRC impact toolkits – Working with the Media

• Vitae – The Engaging Researcher

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Questions?