Making the Most of Media Interviews

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Tuesday, Oct 3, 2017 at 1:00 PM EDT 

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Innovation, discoveries and scholarship from research-intensive universities touches every aspect of our lives, yet many Canadians feel unconnected to developments from the academy. As a publicly funded institution, it’s important that we demonstrate to the public, the government, donors, and funding agencies the impact that their investment is making. One of the most effective ways to do this is through the media.
 
Many academics view media interviews with trepidation or suspicion. They are concerned about having their thoughtfully chosen words misinterpreted or taken out of context; they may lack confidence in their ability to explain complex issues concisely; and many are unfamiliar with the various expectations of radio and TV producers.
 
 But the public discourse needs scholars who are both genuine experts and committed to ensuring that the information they share is based on up-to-date evidence. In the absence of their analysis, reporters and other commentators with a more superficial understanding of the issues being discussed can end up distorting public perception about critical matters. 
 
 Waterloo’s Media Relations team is partnering with Shari Graydon of Informed Opinions to facilitate the dialogue between media and University of Waterloo expertise by offering this 3.5-hour, interactive workshop as a beginner’s introduction to engaging with the media.
 
 
Making the Most of Media Interviews
 

This 3.5-hour, interactive workshop is an introduction to engaging with the media for faculty members and researchers. This workshop provides attendees with practical tools to enhance their capacity to turn media interview requests into education or advocacy opportunities, allowing them to:

• Understand how reporters, columnists and talk show hosts work;
• Prepare for and feel comfortable in interviews (print and broadcast, friendly or hostile, long or short, live and taped);
• Exercise more control in interviews by bridging from asked questions to important issues, and by introducing more nuanced context;
• Translate abstract issues into concrete examples, memorable messages and compelling stories;
• Practice the above techniques in the safe and supportive environment of taped mock interviews; and 
• Adapt their approach after viewing and discussing their own and others’ practice interviews.
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Advance Survey: A couple of weeks before the workshop, we will circulate an online survey soliciting feedback from participants about their previous media interview experiences and fears about, likely topic areas, recent news stories that are relevant to their expertise, and desired learning outcomes, to help us tailor the session to their needs.
 

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