Talking to the Media About Your Work

by Amy Conner,Managing Editor of

PublicationsSouthwest Center for

Environmental Research and Policy (SCERP)

What You’ll Learn TodayEvaluate Your Story

Get the Media’s Attention

Give the Interview

Assess the Aftermath

Two Ways to Get Attention

• Announce recent research results

• Introduce yourself as an “expert”

Highlighting Research Results:

How to Evaluate Your Story

• Stick to your result, abandon the details

• Present a “news hook”• Know your audience

Find Out Who Covers You

• Newspapers, magazines, and television and radio stations

• Don’t forget the small operations• Geographic area• Area of research

Getting the Reporter’s Attention

• Call, write a letter, or send a press release• Use basic words to describe what you’ve

done, how it relates to the big picture, and why their audience should care

• Make it clear and concise--no more than one page

• Include the best telephone numbers to reach you

Selling Yourself as an Expert

• Contact the reporters who cover your “beat”• Explain who you are, what you do, and that

you would like to be a source for them on future stories

• Seal the deal--invite them to your lab, office, or field research site

• Suggest story ideas--you know better than anyone the important issues that aren’t covered--then offer to be a source when they write it

Then, BE AVAILABLE!

• If you invite a reporter into your work, you must be available when they need an interview

• Return messages the SAME DAY

The Interview• You are on the record • Listen to the questions and answer them• Don’t be afraid to say “I don’t know”• Speak in short, complete sentences• Anticipate their questions and prepare remarks

ahead of time so you don’t misspeak• Reporters are not experts in your field and they

know that, so don’t be afraid to correct them• If they miss the point, say “I have some points

I’d like to add that we haven’t covered”

Assessing the Aftermath• If something is incorrect in the

published product, CALL THE REPORTER OR EDITOR AND TELL THEM because a correction should be issued for the record

• Be aware of the difference between misquoting and misspeaking

A Few Last Dos and Don’ts

• Don’t be offended if you don’t get an immediate response

• You can’t control what a reporter writes, even if you suggest the story

A Few Last Dos and Don’ts

• Don’t be afraid of reporters• Consider tailoring your message to

different audiences: children, health care providers, the legal community, the trades affected by your work

Don’t Hesitate to Reach Me!

• Amy Conner, Managing Editor of Publications at SCERP

• 619-594-4077• aconner@projects.sdsu.e

du