Dealing With the Media

Taking the Initiative

Science writers report that researchers rarely take the initiative in contacting the media to discuss a story. Yet writers welcome approaches from scientists with an interesting research story. Otherwise, much good science goes unreported.

How can you tell if a research story will interest the media? Here is a simple test. If you are so excited about your research that you want to discuss it with friends and neighbours, and they become intrigued as well, then you probably have a real news story.

Testing the Story Idea

If so, discuss it with a specialist in the communications department. That person will be able to gauge the potential media interest in your research and advise on the best approach to the media.

Preparing to Meet the Media

Whether a story is initiated by you or a news organization, at some point a reporter will contact you. Find out as much as you can from the reporter before the interview begins. What is the publication, radio or television station? What type of story is it? What questions will be asked? Who else is being interviewed? In the case of radio or television, find out if the reporter wants to hold the interview over the phone, in your office, in the studio or elsewhere, and whether the interview will air live or be taped in advance.

The reporter may want to interview you right away on the phone. If you want time to prepare, tell the reporter so and negotiate a time that fits within the deadline.

Once you've made contact with the reporter, you may want to contact your communications department. A media specialist may be able to pass on useful information about the reporter and tips for handling the interview.

Then take some basic steps to help ensure that your research is reported fairly and accurately.

Identify Key Messages

Prepare for the interview by identifying the two to three main points you want to convey. Write them down on paper, along with facts and examples. In choosing your key messages, focus on what is new or different about your research and what it means for society as a whole. (It's as if you are giving a mini-lecture.) A review of your grant application may help in selecting key words and phrases that explain the significance of the research.

Don't make the mistake of preparing for the interview by making copious notes. Instead, think of colourful ways to explain your research. Remember that a simple metaphor or analogy can often convey the intent of your ideas far more effectively than a 10-minute explanation.

Simplify Your Work

Simplify your words as much as possible. Choose expressions that use simple language, concrete nouns, and active verbs. Absolutely avoid jargon, even if the reporter understands it. Otherwise, you are relying on the reporter to translate your research for the public.

Also, give some thought to creating strong "quotes." A quote is not a new piece of information. It is simply a colourful expression that vigorously conveys the essence of an idea. The history of science and technology is full of memorable quotes, such as: "God does not play dice with the universe"; "That's one small step for man, one giant leap for mankind"; and "If I have been able to see farther than others, it was because I stood on the shoulders of giants." Your quotes may not be as memorable as those. But if they are colourful, they will be used.

Describe Your Research in a Single Page

Write down your main message on a single piece of paper and give it to the reporter as background. If it is a telephone interview, offer to fax it. The backgrounder makes the reporter's job easier and helps ensure that the message is accurately reported. Similarly, offer to share additional background information that might be helpful in preparing the story.

During the Interview

With a little preparation, you will have no trouble conveying your research story clearly and forcefully. Here are a few more tips to help you with the interview:

• Let the reporter know where you are coming from. Clarify whether you are speaking for yourself, your research group or the university. Be clear about subjects you do not wish to discuss or which you believe to be outside your realm of competence. In the latter case, you may wish to refer the reporter to another researcher.

• Speak directly to the reporter's questions and don't ramble. Stress your main points clearly and concisely, and support them with facts, figures or examples. If the reporter's questions fail to touch on your messages, then take the initiative and use the questions as a bridge to your points.

• Always be honest and straightforward in answering questions. If you do not know the answer to a question, then say so. If possible, offer to find out and get back. Then make sure you follow-through.

• Avoid speaking "off-the-record" unless you have a very good relationship with the reporter and a commitment that your remarks will be used for background only, and will not be attributed to you. In recent years, journalists have come to regard all comments as "on-the-record."

• Clarify and solicit feedback during the interview. Don't be afraid to ask the reporter if your explanation is clear to him or her or whether further clarification is needed. If you are concerned the message is not being understood, you might ask the reporter to explain it to you, and then clarify the points that are misunderstood.

• Remember to credit your research funders - such as NSERC - and your collaborators. In fact, we suggest giving the reporter a prepared list of collaborators at the end of the interview. The reporter may not have time or space to use the information, but you will have given credit where it's due.

• Offer to follow up afterwards. Ask the reporter if there is any further background information you can provide. Urge the reporter to call you at work or at home if there are further questions. Suggest that you are available to review for accuracy the technical details and quotes that will be used in the story.

• However, never ask to see the story in advance of publication. Reporters regard this as interference on your part. That said, some will offer to show you their piece in the interest of ensuring scientific accuracy.

Persistence Pays Off!

It's not always easy to generate coverage of your activities. However, you can increase the likelihood of attracting news interest simply by analyzing the media as you read, watch and listen. TV current affairs producers say they know within a few seconds whether a person calling with a story idea watches their program or not. Those who do usually understand the producer's needs and stand a much better chance of being interviewed.

We also suggest that persistence and a commitment to building a good relationship with the media over time will pay dividends down the road. As you become known to the media as a competent communicator, you will be increasingly in demand as a spokesperson.

Good Luck!

We hope you find this section helpful. The popular media can be a wonderful vehicle for promoting the value of scientific and engineering research. It is also rewarding personally to see your work given wide public coverage and to know that you are contributing to the public's appreciation of science.