Tips for scientists dealing with the media
- 1. Dealing with the media Dr Cameron Webb Medical Entomology University of Sydney & Pathology West – ICPMR Westmead Phone: 02 9845 7548 Email: Cameron.webb@health.nsw.gov.au Twitter: @mozziebites
- 2. 2 Dealing with the media
- 3. 3 Dealing with the media • Promote your research and become voice of authority in media • Advocacy? Improve public health through translation of research and improve research funding • Become rich and famous! Why would you need to deal with media?
- 4. 4 Dealing with media: The harsh realities •It takes time, a lot of time •You can be misquoted or misunderstood (you’ll never be asked to review articles) •You’ll sometimes be bumped, downplayed or trivialised •You’ll be disappointed with how little “makes the cut” •It can be stressful and you won’t get paid •You may find yourself in controversy (public/professional) •Colleagues’ attitudes may be problematic Dealing with the media
- 5. 5 Dealing with the media • Breakthrough, discovery or revelation • Biggest, loudest, longest, smallest, oldest, cutest • Controversial (esp. opposing views) • Personal (science and scientist) • Topical (health warning, seasonal issues) • Quirky (usually linked to sex, drugs or rock & roll!) Why is the media interested in your research?
- 6. 6 Dealing with the media • Print (Newspapers, Magazines) • Radio (News, Talk Back, Music) • Television (News, Current Affairs, Documentary, Panel Shows, Breakfast Shows, Lifestyle Shows) • Online (Closely associated with existing mass media) • Other avenues (Podcasts, Blogs, Social Media) What kind of media is there?
- 7. 7 Dealing with the media • Never talk “on the spot” (unless you’re really experienced!) Why is the journalist contacting me? • Discuss with supervisor/lab manager • Notify media and communications department/s Requirements for filming, outbreak commentary, “ownership” of research • Consider if opportunity is “worth it” • Could there be an adverse result? • Prepare notes, consider questions, plan it out • Engage via social media What happens when the media calls?
- 8. 8 Dealing with the media • New funding/published research/human interest • Discuss with media and communications department • Work on press release and media strategy • Consult with journal/funding agency • Gather images and graphics (or supply data) • Plan realistic (unpredictable?) timelines • Keep schedule free and flexible on day of release • Track coverage and feedback to media and communications, stakeholders, colleagues, journal How can I promote my research?
- 9. 9 Dealing with the media
- 10. 10 http://www.abc.net.au/worldtoday/content/2015/s4354661.htm Dealing with the media
- 11. 11 Dealing with the media • Record details (date, journalist, media outlet) • Engage with journalists/media outlet w/ social media • Notes on what went wrong/right? • Take clippings, screen grabs, downloads • Could these assist grant applications? Keep track of your media activities
- 12. 12 Dealing with the media
- 13. 13 Media outlet Number Audience Value TV 22 2,649,000 $473,881 AM Radio 59 2,966,700 $807,710 FM Radio 11 256,800 $31,462 Print Media 51 2,984,226 $203,247 Online Media 19 17,294 $71,182 TOTAL 162 8,874,020 $1,587,482 Data: November 2015-March 2016, iSentia Dealing with the media Zika and other “summer pests” media 2015-16
- 14. 14 Dealing with the media • Journalists sometimes look for conflict and controversy • Stick to your area of expertise • Are you going to play the “wacky scientist”? • Avoid comments on funding (could derail message) • Avoid comments on government/politics • Avoid personal attacks on other scientists/advocates • Is that microphone switched off? • Nothing is “off the record”, even when microphone switched off and cameras stop rolling Look out, it’s a trap! (but not always)
- 15. 15 Dealing with the media Alternative routes to media coverage?
- 16. 16 • Started using “social media” for public health advocacy around 2005 • Twitter account 2010 • Instagram, Tumblr, Blog (Wordpress), Periscope • Not Facebook (yet – inevitable?), Snapchat • Twitter an effective way to connect many “social media” platforms; network with journalists • Invaluable resource for science communication • Future: YouTube & podcasts? Dealing with the media Adding social media to the mix?
- 17. 17 My tips and tricks to dealing with media •Learn what happens “behind the scenes” in media •Plan a media/audience specific strategy •Read, watch and listen to scientists in media •Get familiar with media outlets and journalists •Engage with media and communications departments •Get on social media – be seen and help promote/engage •Stay mindful, think critically and keep track of media •Think imaginatively about how you can use media activity Dealing with the media
- 18. 18 Contact me: Dr Cameron Webb Medical Entomology Email: cameron.webb@health.nsw.gov.au Phone: 9845 7548 Twitter: @mozziebites Blog: cameronwebb.wordpress.com Dealing with the media Any questions?