public engagement with research masterclass 9: working with the media …€¦ · public engagement...

Public Engagement with Research Masterclass 9: Working with the Media

and using Social Media for Public Engagement

Professor Vanessa Toulmin,

Shemina Davis and Amy Pullan Media RelationsTeam

Leon Mallett Digital Engagement Team

21/11/2013 © The University of Sheffield

Outline of session

2pm Welcome

2.10pm Professor Vanessa Toulmin

2.40pm Shemina Davis and Amy Pullan

3.10pm Leon Mallett

3.45-4.00pm Questions and evaluation

Introduction to the project and Public Engagement with Research team

• Introduction to the Public Engagement with Research Team

• The Masterclass series

• What we can do to help?


Masterclass series Masterclass title Date & time

What to think about when organising your public engagement event 27th February 2-5pm

How to identify partners in the city? Internal and external 27th March 1-4pm

Public Engagement or Widening Participation/ Outreach? Organising for children and young people – what you need consider

24th April 1-4pm

Relating Public Engagement to Impact 29th May 1-4pm

Costing your Public Engagement activity and how the University finance systems work

26th June 1-4pm

Film & documentary skills 31st July 1-4pm

Writing a funding bid and identifying potential funds 26th September 1-4pm

Writing a risk assessment for your event 30th October 1-4pm

Media and social media training 20th November 1-4pm

Ideas for evaluating your public engagement event 18th December 1-4pm


Who is here?

• About the audience – show of hands

• Who is here? Academic, professional services staff and students.

• Who has organised a public event before? Who has organised 5 or more?

This is an inclusive environment to come together to learn and share experiences of public engagement


What is Public Engagement?

• “Public engagement describes the myriad of ways in which the activity and benefits of higher education and research can be shared with the public. Engagement is by definition a two-way process, involving interaction and listening, with the goal of generating mutual benefit ”

National Coordinating Centre for Public Engagement

• The University’s Good Research and Innovation Practices policy

www.sheffield.ac.uk/ris/grip

• Minimum accepted practices in public engagement

• Higher practices to aspire to


“Gob on the Stick”: Or how I learnt to love the

press

Professor Vanessa Toulmin Head of Engagement


AHRC Funded Projects


Mitchell & Kenyon dissemination and public profile

• Academic conferences and publications

• BBC 2 Three part series

• Four DVDs

• 140 Live shows of material relating to each UK location

• Cinema trailer

• International tour


Moving Footage

• http://www.youtube.com/user/BFIfilms


Creating the angle: Who ate all the pies! And Sky News


Lessons learnt

• Media an effective tool or widening public interest

• Created an audience beyond the academy or the archive

• Increased awareness for other archival footage in collections

• Simplification of the story of the collection

• One in three stories did not cite academic or university merely the collection

• “thank you Vanessa for making my dentist understand what I do for a living” Dr Mike Hammond, University of Southampton


Admission All Classes

• Press was required and necessary to build an audience

• More effective and cost effective than marketing company

• Part of the project was to change both the public and media perception of Blackpool


Aims and Objectives • Revitalise the entertainment,

heritage sector and cultural industry quarter in Blackpool through arts based events and live shows

• Ten themed weekends July 2007 – October 2008

• Showcased different acts and events and using economic impact work to evaluate the success of each different themed weekend

• Provide the framework for future funding from educational, public and private sectors

http://www.nfa.dept.shef.ac.uk/aac/pic.php?pic=blackpool8.jpg

Festival of the Mind • press releases handled by the University’s

Media Relations Team and specialist educational papers by a national PR company in London

• International press coverage 5: National press coverage 23

• BBC Home Page, Guardian, THES, Independent etc


• Local: 58, Sheffield Star, Sheffield Telegraph with the Star running a daily feature on the festival

• Print 35 Times Higher, Guardian and Independent etc

• Online: 29 – Guardian, BBC, Huffington Post, Independent, Telegraph and Guardian Blog North

• Specialist magazine national and international - 15

• Broadcast (TV and Radio: 23, Radio, 4 (three times including Today programme), R5 (twice), Radio 6 and Radio Sheffield, Radio Lancashire, Radio Leeds etc, Look North.



Creating an audience both public and media


Types of articles targeted

• Features

• Pictorial

• Editorial

• Comment

• Columns

• News piece


Capturing the attention

• Lindsey add press articles here


Good Visuals!


Placing oneself in the story


Radio and Television

ABC News

http://abcnews.go.com/Video/playerIndex?id=6958642


BBC Radio 4 Midweek

BBC Online

http://www.bbc.co.uk/radio4/factual/midweek_20080206.shtml

http://news.bbc.co.uk/1/hi/uk/7929326.stm


Supping with the Devil?

• Creative and interesting press release

• Good communication and responding quickly to a media enquiry

• Deciding what control if any you wish over the use of the material

• Informing and acknowledging key stakeholders

External evaluation of Public Engagement Team

• Data collection planned in next few weeks

• On-line survey, focus groups and individual interviews


Opportunities for engagement – what is coming up?

Platforms:

• Children’s Festival (June 2014)

• Doc/Fest (June 2014)

• Festival of the Mind (September 2014)

For further information contact:

• Greg Oldfield, Head of Public Engagement

• Fran Marshall, Research and Evaluation Manager

• Addison Building Room A100

• [email protected]


Questions


To Discover And Understand.

public engagement with research masterclass 9: working with the media …€¦ · public engagement...

Documents