Working with the Media

This session will cover how to: Understand the media Develop a media strategy Monitor and respond, as needed, to media coverage Overview

Working with the Media Media coverage can shape public opinion and influence funders, policymakers and ethics review committees. In your overall communications strategy, include a plan for media involvement before, during and after your trial.

Understanding What Reporters Need Goals and limitations of journalism: Autonomy (independence) Deadlines, extreme time pressures Use of multiple sources for balanced reporting Attribution of facts and quotes Continued on next slide

Understanding What Reporters Need Goals and limitations of journalism, continued: A need to check the facts A need for information that is clear and concise Competition — reporters need to be first with the news or get an exclusive

Why Journalists Might Want to Talk to You To obtain background information Because of your trial’s relation to events currently in the news To get a quote from experts To obtain details about a crisis To write a negative article that uses your comments to legitimize a story angle

Why You Might Want to Talk to Journalists Encourage participation in studies Increase community access to health information Generate interest, support and resources Address rumors about your trial or other studies Disseminate results or other study information Encourage policymakers to consider new data when revising policies and guidelines

Framing your Story Journalists use different “frames” to reflect certain themes. Scientists can help journalists frame stories about clinical research. How you frame a story should be grounded in reality.

What’s News?

Be Alert for Negative Coverage Pay attention to the emotional content — especially fear, anger, skepticism or dread — of recent media coverage. If a reporter starts probing about rumors, you could explore whether similar ideas are circulating in the community. If a reporter’s question indicates confusion about basic concepts, pay special attention to explaining those concepts clearly to other journalists and community members.

Developing a Media Strategy A media strategy addresses the “how” and “when”: Determine how you will involve news media before, during and after the trial. Outline standard operating procedures for interacting with the journalists. Identify key messages for different types of media. Continued on next slide

Developing a Media Strategy A media strategy addresses the “how” and “when,” continued: Establish guidelines for monitoring media coverage. Determine when to proactively seek coverage. Outline processes for responding quickly to misinformation in media coverage.

Targeting Your Audience Where do the people you want to reach get their information? (Radio, TV, newspapers or the Internet?) Which journalists cover health topics? Are your messengers appropriate for the audience? Which media outlets will best relay your message?

Procedures for Media Engagement Establish a basic protocol for handling media inquiries. Designate one or two site-level staff members to handle media inquiries. Assign roles and responsibilities to all staff members who will interact with the media.

Responding to Internet Media Use global networks to monitor news 24 hours a day. Have reliable Internet at home and at the office. Respond quickly, calling editors directly if possible. Always avoid appearing defensive.

Learning the Lingo Like scientists, journalists have a specialized vocabulary, e.g., sound bite, news hook and off the record. Knowing some of this terminology can help you communicate with reporters. If you do not fully understand what a journalists is saying, ask for a clarification before you respond.

Media Monitoring Monitor vertically (local, national and international media) and horizontally (newspapers, blogs and social media). Intensify monitoring before and after major announcements or milestones. Leverage local staff members as monitors. Respond to inaccuracies, as needed.

Involve News Media From the Beginning

Summary Understanding the challenges journalists face makes it easier to communicate clear and accurate information to the public. Media strategies are an important part of your overall communications plan. Outline standard operating procedures for responding to media inquiries and interacting with journalists.

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