Pitch Perfect

by Tyson, William

• ISBN13: 9781579223335
• ISBN10: 1579223338
• Format: Paperback
• Copyright: 2010-05-31
• Publisher: Stylus Pub Llc

Summary

This book is intended for scholars, researchers, and academic leaders who have a passion to share their knowledge outside their classroom, laboratory, or institution; who want to make a difference; and who believe that the information they possess and ideas they offer are important for a wider public. Pitch Perfectis a practical guide to communicating your knowledge and research to broader audiences. How do you get yourself heard amid the volume of news and information in today's 24-hour news cycle, and get your message across in an environment where blogs and Twitter vie with traditional media? To break through, you need to amplify your ideas and make them relevant for a wider public audience. Bill Tyson ' who has been successfully advising scholars and academic leaders on media relations for over 30 years ' shows you how to undertake early and thoughtful communications planning, understand the needs and workings of the media, both traditional and digital, and tell your story in a way that will capture your audience. Bill Tyson is strategic in his advice, no less so when discussing how to engage with such social media as blogs, Facebook, Twitter, YouTube, podcasts or wikis. Whether you are working on research or a new initiative that has public implications, or have a story that deserves wide telling; whether you want to address funders' requests for communications plans to promote the programs they are supporting, or whether you want to know how to publicize your new book; this practical guide offers insider advice ' complete with case studies ' on how to communicate your message. An appendix lists key media in North America, Australia, and the UK.

Author Biography

Bill Tyson---who has been successfully advising scholars and academic leaders on media relations for over thirty years---shows you how to undertake early and thoughtful communications planning; understand the needs and workings of the media, both traditional and digital; and tell your story in a way that will capture your audience.

Table of Contents

Acknowledgments	p. xi
Foreword	p. xiii
Telling Your Story: Is It a Good Report If It's Not Read?	p. 1
Coming to Terms	p. 3
Time, Risk, and Rewards	p. 6
How the Media Works	p. 15
Earning Media Coverage	p. 16
Getting on the Media's Contact Lists	p. 19
Getting Started	p. 23
Contacting the Media	p. 24
What Makes News	p. 28
Developing a Media Strategy: Prioritizing the Media	p. 35
Story Placement	p. 36
Offering an Exclusive	p. 39
Presenting Your Story in Writing	p. 43
Press Release	p. 46
E-Mail	p. 48
Calling the Media	p. 57
What to Say When You Call	p. 58
Whom to Contact	p. 60
Titles and Functions	p. 63
Media Sessions	p. 67
Resources for Contacting the Media	p. 73
Media Directories and Newsstands	p. 73
Institutional Support	p. 74
Working With a Media Consultant	p. 76
Presenting New Research Findings	p. 81
Professional and Trade Journals	p. 84
Science Reporting by the Mainstream Media	p. 85
What Makes a Good Research Story	p. 88
Planting the Story Seed	p. 89
Embargoes	p. 91
Press Conferences	p. 92
When a Reporter Calls	p. 95
Spare Me	p. 97
The Media Interview	p. 99
Media Interview Checklist	p. 102
Terms of Engagement	p. 104
Rabbit Stew	p. 105
Avoiding Media Blunders	p. 108
When to Ask for a Correction	p. 109
Media Advice from Academics and Scholars	p. 111
Radio and Television Interviews	p. 115
Television Interview Basics	p. 121
Opinion Articles	p. 125
Approaching the Opinion Page Desk	p. 128
Op-Ed Format	p. 131
Op-Ed Writing Style	p. 131
Op-Ed Added Value	p. 134
Letters to the Editor	p. 139
Speeches	p. 145
Book Promotion	p. 151
Web 2.0 and Beyond	p. 161
Blogs	p. 162
Twitter	p. 169
Web Sites	p. 172
Wikis	p. 174
Podcasts	p. 175
YouTube	p. 180
Facebook	p. 182
Conclusion	p. 189
Selected Major Television and Radio Programs That Use Guest Interviews	p. 191
Canadian Media	p. 195
British Media	p. 209
Index	p. 219
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