Media training today at BBC studios in Llandaff. Very interesting introductory talks from Prof Richard Sambrook of Cardiff School of Journalism – ex director of BBC News (for some 20 years+) among other experience; and Claire Sanders – director of Communications and Marketing at Cardiff University and member of UEB.
Main takeaway messages were:
- Pick 3-5 key messages that are clear take home messages
- Understand the audience of the media outlet — tabloid, science, broadsheet, radio are all different and will respond to different stimuli.
- “Show, don’t tell” – this means that it is much better to present substantial findings, outcomes or recommendations based on tangible evidence, than to talk around a topic without this. Without experimentation or substantive study, the story will not penetrate the hearts and minds of the recipients. For impact, “show, don’t tell”
This afternoon we have been developing key messages based on our own stories. Tomorrow we will film these on TV and record them on radio at BBC studios. This is all be superbly facilitated by Kevin Bentley and Karen Ainley of Mosaic Publicity. Both with 20+ years experience in BBC TV and Radio.
I used a recent press release based on our research on cybersecurity and social media. Read it here.
- Cyber criminals are using real world events to post links to Twitter that contain malware
- At Cardiff, we have trained a machine to recognise the predictive signals that distinguish between malicious and benign URLs using computer activity
- Most anti virus uses a fingerprint of malware based on the code it executes, whereas we propose to generate a fingerprint based on the computer activity during code execution – so we can pick up previously unseen malware code
- This is important to Twitter users because malware infection can lead to increased risk of identity theft or becoming part of a network of machines used to launch further attacks
- Corporate managers should also be concerned as users of business IT, or who bring their own computer to work, can infect corporate networks — the same issues exist and the risk of IPR loss also becomes prevalent