1 / 27

The media survival handbook…

The media survival handbook…. HOW TO: Escape from misquote land Wrestle with a reporter Break down barriers Land the perfect story By Natasha Loder, Science correspondent, The Economist. Outline. Perceptions & colliding worlds Why talk to the media How it works Working with journalists

richard-maxwell
Download Presentation

The media survival handbook…

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The media survival handbook… HOW TO: • Escape from misquote land • Wrestle with a reporter • Break down barriers • Land the perfect story By Natasha Loder, Science correspondent, The Economist

  2. Outline • Perceptions & colliding worlds • Why talk to the media • How it works • Working with journalists • The message box • Discussion

  3. Common Perceptions About journalists About scientists • Aren’t interested in accuracy untrustworthy, devious… “they’ll misquote you” • Don’t really get it …“miss the point” • Emphasize conflict too much • Give scientific outliers a platform • The media are all the same • Caveat things to death • Overly interested in process • Lack a bottom line • Can’t see the forest for the trees • Speak “jargon” • Most interested in talking amongst themselves • Concerned about perceptions of peers  Modified from Nancy Baron, NCEAS/Seaweb

  4. Colliding worlds Journalists… Scientists… • Conclusion first/ then support • Quick overview • Certainty • Generalizations • Perspectives matter • Emotional • Want it now • Not peer reviewed • Support first/ then conclusion • In depth • Uncertainty • Specifics • Credentials matter • Rational • Want more data • Peer reviewed  Nancy Baron, NCEAS/Seaweb

  5. Why get involved? • Telling the story best

  6. Why get involved? • Telling the story best • Influence political or media agenda • Public understanding, “deliverables”

  7. Why get involved? • Telling the story best • Influence political or media agenda • Public understanding, “deliverables” • Pure raw self interest: citations!* * Phillips DP, et al. (1991) Importance of the lay press in the transmission of medical knowledge to the scientific community. N Engl J Med 325: 1180–1183.

  8. Understanding the beast • who we are

  9. Understanding the beast • who we are

  10. Understanding the beast • who we are • how we find stories

  11. Understanding the beast • who we are • how we find stories • why balance and objectivity are overrated

  12. What is news? • Is it new • wide or specific interest • breaking event • unusual • villain, drama, easy to explain problem • what we say it is

  13. News values & perfect storm • conflict • immediacy • novelty • peril • locality • human interest

  14. Dealing with media • Context • Call back

  15. Dealing with media • Context • Call back • negotiate • “off the record” • no, “no comment” • know your message

  16. Dealing with media • Context • Call back • negotiate • “off the record” • no, “no comment” • know your message

  17. Dealing with media • Context • Call back • negotiate • “off the record” • no, “no comment” • know your message

  18. Promoting your stories • Know your message or story • Identify “so what” for different groups • Eliminate jargon from your story • Find colour, anecdote, personalities • Look for novel, interesting, unexpected applications

  19. WHO SUPPORTS THIS? / WILL IT MAKE ME LOOK GOOD? Policy Makers WILL IT WORK? / WHO SUPPORTS THIS? Managers So What? Message DOES IT ADVANCE OUR AGENDA? NGOs Scientists CAN I PUBLISH? Media IS IT NEWS?WILL IT SELL? Public WHY DOES THIS MATTER TO ME?  Nancy Baron, NCEAS/Seaweb

  20. Message Box:Take a few minutes to fill in a one-sentence description of the issue and four supporting facts/arguments which answer the listed questions. Problems? So What? Benefits? Obstacles? Issue Solutions? http://mediasurvival.blogspot.com/

  21. Message Box -work in different ways, different ways of thinking and needs Problems? • better comms. Good for science • -perceptual problems • - different ways of working • informed public • better decisions • Kudos for scientists So What? Scientist have trouble talking to the media Benefits? Obstacles? Issue Solutions? • think about what media needs & context • identify your message http://mediasurvival.blogspot.com/

  22. Message Box Not obvious how they will fold from their code Problems? • Defective folding -Alzheimers parkinsons • Lots of possible ways of folding a protein Understand diseases Design drugs So What? Understanding Protein folding Benefits? Obstacles? Issue Solutions? Use a powerful computer network – the grid! http://mediasurvival.blogspot.com/

  23. Rules of engagement • Not all journalists are the same • Figure out journalist’s motivation/context • Know your message & how far you are prepared to go • Be the dream interviewee: offer comparisons, colour, anecdote.

  24. Rules #2 • Don’t expect to review the draft • Avoid answering questions by PDF • Off the record an advanced skill • Be willing to summarise other research • Ask questions & negotiate

  25. With thanks… Nancy Baron @ Seaweb and National Centre for Ecological Analysis and Synthesis * * *

  26. Natasha Loder Science Correspondent The Economist Natashaloder@economist.com 020 7830 7030

More Related