Media Tips

Here are some tips for scientists on working effectively with the media.

Who am I speaking to?
What is your article for – the media outlet and any specific program or section?
Are you focusing on any particular aspect of the subject?
How much time do you need?
Have you spoken with anyone else?
What is your deadline?

Determine what kind of reporter you’re dealing with and therefore what depth of information you are most likely to need.
Decide the KEY POINT(s) you want to get across, (maximum 3) and make these points in the simplest language with only the essential details
Think up striking analogies/metaphors from everyday life
Develop “sound bites” (10 – 15 seconds)
Ask yourself: What is significant about your work? What are the implications? This will help answer the underlying question “Why should we care?”
Double-check any factual information and have it handy

Remember you are talking to a reporter because you believe in helping to improve public understanding.
While you are explaining things try to make sure the reporter is keeping up.
Repeat what you think is important, underline what is significant.
Avoid jargon as much as possible and spell out any technical terms or words.
Provide your contact information, including after hours, so reporter can reach you with a last-minute question or for fact-checking.
Offer to send background articles and links for possible graphic illustrations.

Is this radio or TV?
Live or recorded?
Are you focusing on any particular aspect of the subject?
Who is the interviewer?
Are there other guests?
How much time do you need? How long a story are you doing? Is it a “feature” or news story?
Where do you want to film me – in a studio, my lab or other location?
Will you want to film my lab in operation, while an experiment is taking place?
Will you want to interview other members of my team (including the grad students)
Will you edit the interview or run it in its entirety?

For a five-minute feature piece you can spend the whole day with the crew – and sometimes two days. Can you spare the time? Will the department head support you?
A good TV story has strong visuals and strong characters.
Recognize this as a teaching opportunity for your grad students and get them involved. Having a few as part of the story can be good – not more than three or four.
Do you have any research video, animation or stills that might illustrate your research? (make sure you have the rights to any video or photography: who shot it…and who is in it.)
Ask for a copy of the piece that aired, as a courtesy for your time. Check if you can run it / post it with credit on your website, or link to their website.

Additional documents for scientists on media engagement are available here, courtesy of the Science Media Centre UK.