Talking to the Media About Your Work by Amy Conner, Managing Editor of Publications Southwest Center for Environmental Research and Policy (SCERP)

What You’ll Learn Today Evaluate 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 du