How can the media communicate to reduce risk? Jason Gale Senior - PowerPoint PPT Presentation

Sep 07, 2022 •226 likes •340 views

How can the media communicate to reduce risk? Jason Gale Senior Editor Bloomberg News/Melbourne Overview - Some background about Bloomberg - Whats news? - Modus operandi - Making news your ally - Some recommendations Bloomberg News

How can the media communicate to reduce risk? Jason Gale Senior Editor Bloomberg News/Melbourne
Overview - Some background about Bloomberg - What’s news? - Modus operandi - Making news your ally - Some recommendations
Bloomberg News Resources • More than 2,000 Bloomberg journalists, editors and producers • 150 bureaus in 73 countries • More than 6,000 stories published daily, including in Japanese and Chinese • Archive of 20 million stories
Bloomberg Audience • 300,000 professional `terminals’ • Subscribers in 161 countries • Subscriber median household income of $438,000 • Fund manager subscribers control about $1.5 billion on average • 480 newspaper and magazine subscribers with combined circulation of 80 million • Broadcasts in 10 separate networks in 7 languages • TV audience = 250 million households • BLOOMBERG.COM
What’s News? - It’s suprising - It’s new/novel - It’s interesting/attention-grabbing - It provides relevant info/context - It’s not a public service announcement - It’s not meant to be free advertising
What do readers care about?
Modus Operandi - Fresh angles - What’s the surprise? - Key data - Use of superlatives - What’s the news peg? (Why now?) - Names make news - Personalize the narrative using anecdotes and “colour”
Making news your ally - The media conveys messages - Use it for risk-mitigation advice - Leverage public concern about a specific event to disseminate relevant, timely, useful information - PSAs can be wrapped up as news - Work with us, educate us, talk to us, mine us for ideas, sources
Some Recommendations - Be timely: give plenty of notice - Prepare factsheets in advance - Use credible, authoritative voices - Line up outside experts as alternative sources of opinion - Have a clear message - Use supporting data/evidence
Jason Gale Senior editor Bloomberg New s/Melbourne E-mail: j.gale@ bloomberg.net Tw itter: @ jw gale

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