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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.
