Working With the News Media
10 April 2003
How often do you have a new program, a new piece of research, or an upcoming event that you think might interest the news media? Have you ever wanted to put together a campaign, targeted to the news media, focusing on themes that are important to your group or department? This workshop provided an overview of the many components involved in working with the news media to get your story out. We focused on the essential question of determining what is newsworthy, how to work with reporters, how the various media categories such as TV, print, and online differ, the art of the 15-second pitch (and how to deal with journalists who won't give you the time of day), and the techniques for tracking and disseminating the news. In addition, we talked about when and how to work with the MIT News Office on media outreach, and how we can all leverage each other's strengths.
Kristen Collins, communications consultant, MIT News Office
Elizabeth Thomson, assistant director, science & engineering news, MIT News Office
Paul Denning, associate director of communications, Sloan School of Management
Sarah Wright, senior writer, MIT News Office