Talking to the Media

A primer on developing a clear messages for the news media….(especially those pesky risky messages)

Helen Chickering, Health & Science JournalistSuperfund Research Program Annual Meeting October 24, 2012

a bit about News Reporters….. Education/training/beat

BS in Journalism or related field First job in a small news market Cover a general assignment beat (little bit

of everything - planes, hurricanes and the latest BPA study)

Work on more than 1 story a day Wear a lot of hats (photographer, editor)

Must become “instant experts” Speak a lot of jargon! ”mos,sot, broll”

Talking to the Media Agenda Goals

Glimpse inside the newsroom and a learn a bit about reporters. (general assignment not specialty)

Overview of the story reporting process. How reporters choose, prepare

for and produce stories

Head into the situation room… Brainstorming

and group discussion..

Develop a better understanding of the people who cover your research. (they really aren’t out to get you!)

Develop a basic understanding of the story reporting process and how you can maximize your “news experience”

How to handle….“Is this safe?”…and other frustrating interview questions… Media communication tips and tools

Education: 1996

Communications Degree (Syracuse)

First Job: Radio station in Utica, NY

Moved to local TV Note: Most news

reporters spend their career here, in local news.

2008 – landed network reporting job at NBC News (general assignment)

Currently investigative reporter for the network

A bit about News Reporters….The career: General assignment TV news reporter Jeff Rossen

A bit about News Reporters(Most are generalists not specialists)

Michael Jackson’s Death

Arsenic & RiceConsumer Reports

The General Assignment Beat

A bit about News ReportersA day in the life of a reporter

8am – Editorial meeting – get assignment 9am - Story research/interview set-up 11am Interviews (video/sound-TV/Radio) 1pm – Stop to cover nearby apartment fire 2pm – Review interviews (video), write story (edit script for TV/radio) 3pm Script review by editor/producer 4pm – Rewrite/submit story (or head into editing session-TV/Radio) 5pm - Live shot to intro piece (TV/Radio) 6pm - Rewrite for 11 o’clock news (TV/Radio)

a bit about News Reporters The Take Home Message

Work on tight deadlines. Do you have time for an interview? – often means in the next hour..

Know a little about a lot. (generalists not specialists) Aren't out to make you look bad. Don't want to get the story wrong, but often

don’t know what they don’t know… Have little time to prepare for a story May have only read the press release, not the

study. (May not understand the study)

A bit about News Reporters How to use this information to improve your next media encounter

o Tight deadlines - Return calls promptly Within the hour if possible. (even if the answer is no) Delays mean your side of the story may not be told.

Generalists not Specialists - Know who you are talking to Ask reporters who they work for and the nature of the story. Prepare background material based on the level of reporter expertise/experience with your area of research. (reporter may

not understand your field, much less the focus of your research) Little time to prepare for a story - Tell me what you know

about this research A good way to get a feel for how much the reporter knows. Or doesn’t. Are you a science reporter? Have you read the study? are good questions to ask…

o May be working off a press release - Hand out “the handout”….your insurance policy – Ask, “Have you read the study?" and have one on hand. Doesn’t mean they will ready it, so follow up with, “This is a complicated topic with a long history… I’ve got a one sheet backgrounder that might be helpful.”

Petri dish to publication

The story reporting process…

The story reporting processStory ideas – Where do they come from?

Breaking news - disease outbreak, plane crash

Wire services: Associated Press/Reuters Research news websites   EurekAlert! & Newswise

Press Releases and pitches Independent Sources (Reporter contacts) Tips & ideas

The story reporting process One Study….So many releases…

The story reporting process A bit about EMBARGOES

Many journals impose embargoes on their papers—requiring media to hold stories on a research paper until a specific date and time.

Embargoes affect your collaboration with PIOs and media coverage of your work.

The story reporting process

The story reporting process Your role in the research news release

Meet with your research team first. Think about the important messages you want conveyed. (and concerns)

Why is this story important? Discuss (with your research team) and

create unified speaking points. Think about who will give interviews.

Tip PIOs early to a publication, even when a paper has just been accepted.

Be clear about your communication needs and expectations.

The story reporting process Your role in the research news release

(working with your PIO)

Give quick feedback on release drafts, requests for interviews, and media requests.

Prepare background on your work and your field for the press release.

Think/talk about visuals. How will you show the story? (b-roll)

Respect the lay-level news release style. Do not rewrite the release into a technical paper.

If multiple institutions are involved, make sure everybody is on the same page about study points and messages.

Find out where the press release is going!

The story reporting processWhat makes a story newsworthy in the newsroom? Factors that influence the decision include:

Timing – Did it happen today? Discovery – Is it new? Impact – (or potential impact)

Plane crash kills hundreds vs. a dozen Prominence – actor vs. average joe Proximity – happening close to home Conflict – and controversy Human Interest – babies & children,

puppies, pregnant women

The story reporting process Researching the story…(Sources used in a typical local newsroom)

Press release/(abstract/study) Internet search for background and

other information Newsroom archives/reporter files Experts and other contacts

The story reporting process

The story reporting processInterviewsFactors that affect who reporters choose to interview

Prominence in the story – The scientist who made the discovery

Puts a face on the story – The cancer patient who is benefitting from the research

Viewpoints – Outside source who can provide context, balance

Availability/Proximity – Are you available? Are you close?

Media friendly – Can you communicate to the reporter’s audience?

The story reporting process Preparing for the Interview

o Work with your research team and PIO to produce a summary/new release on your findings.

o Understand your right to know: who the reporter is, the story’s focus, etc.

o Decide on the spokesperson for your research group. (have more than one)

o Develop/practice key messages : a simple and brief summary of your findings, practical implications and limitations,

o Think about what may be misunderstood.

The story reporting process Interview prep Jargon and Complicated Concepts

Develop, test, and practice quotes, anecdotes, and analogies (on a neighbor – not just a fellow researcher!)

Develop an “elevator speech” that explains your research.

Quantify your concepts at a lay-level. How small an object is compared to the tip of a pencil.

The story reporting process Interviews – communicating risk -- Many reporters use relative risk reduction or benefit estimates without providing the absolute data --

Drug XYZ is said to reduce the risk of heart attack by 50% (relative risk reduction),

A reduction from 2 cases in 100 untreated patients down to 1 heart attack in 100 treated patients. (Yes, that’s 50%)

In order to understand the true scope of the potential benefit, people need to know that it’s only a 1% absolute risk reduction

The story reporting process: Interviews Communicating risks

  Always express risk/benefit in a meaningful context that people can understand.

Never talk of relative risk without clearly stating the absolute risk in simple terms.

The story reporting process: Interviews Communicating risks – Is it safe?

Instead of avoiding the question – Explain what is currently known and precisely where areas of uncertainty still exist.

Make sure the reporter understands the implications of your work.

Be aware that even the most careful presentation of risks and benefits will not necessarily be read by others in the way that you intended.

The story reporting processBroadcast Interview dos & don’ts

Do ask if interview will be live/taped Do not use notes Do feel free to “say that again” if

you mumbled or got too wordy Don’t be afraid to pause Do feel free to add elements a

reporter may not ask about Don’t ask to see a copy of the story

before it is aired/printed!

Reporter working on study about pollution & asthma in children might interview:

A researcher not involved in the study/field Clinicians who treat children with asthma Other voices – Parent of child with asthma

Who is qualified to comment on your research?(Think about this now…Come up with sources to

offer reporter/PIO)

The story reporting process….Interviews - If not you….then who?Others who may be interviewed in your place…

The story reporting processVideo/photos – Images should support narration/text

The story reporting process Video/photosImages can also overpower – sending the wrong message!

The story reporting processVideo/photos

Doesn’t hurt to ask….

How are you going to show this story?

The story reporting processThe final product (TV/radio news story) may look a lot like

the orange “public” pyramid…..

Source: Communicating the Science of Climate Change, Somerville and Hassol, 2011

Emerging science—Contaminants in food—need to consider Risks and Benefits = GRAY area.

Etc…

Take home messages… Being human without taking sides Working with Public Information

Officers When the story doesn’t turn out

like you hoped

Keep the conversation going…

For more information, tips & resources check out:

http://scienceontape.blogspot.com/

Thank you! Helen Chickering