So how much smarter are you, really?

1. So how much smarter are you, really? “Modal Mineralogy of the H-group Chondrites: Progressive Effects of Metamorphism” The modal mineralogy of ordinary chondrites is notoriously difficult to determine through optical point counts, and most researchers have relied upon CIPW normative mineralogy calculations to establish mineralogic trends. Our research uses electron microprobe point counts (up to 528,000 per thin section) to compare CIPW norms with ordinary chondrite modes. From this information, we will compare modal petrologic trends with normative trends. DO NOT USE JARGON

2. What do I do when a reporter calls? Give yourself time and consider consulting with NSF on how best to respond. Say, “Thanks very much for calling, but now is a really bad time. Tell me your deadline, I’m going to have to call you back.” Call me at 292-7730 and e-mail me at jchamot@nsf.gov Never give an interview for which you aren’t prepared NEVER speak “off-the-record.”

3. The “Off the Record” Myth There is no universally accepted definition of what “off the record” means. It means what the reporter thinks it means Assume that anything and everything you say to a reporter is ON the record You cannot “take back” something that you already have said in an interview Never say anything you would not wish to see in The Washington Post The Bottom line: Never speak “off-the-record.”

4. Remember: An interview is strictly business While keeping it friendly, the interview is not a good venue for chit chat. Conflict is best reserved for later. When in an interview, use logical, prepared statements – not emotional arguments, lectures, or other forms of debating or cajoling. And finally, deadlines are tight and reporters need all the time they can get to prepare an accurate story. Be brief.

5. Some Common Concerns About Media Interaction . . . I’ll be misquoted / You can reply by email, or request that reporter fact-checks your quotes (before you submit to the interview) I’ll be taken out of context / see above I’ll look stupid (“peer sneer”) / If subject matter is outside your field of expertise, re-direct the reporter to another source (if the fear is being viewed as “the best engineer on television,” recognize peer jealousy for what it is and move on – communicating complex processes in a way the public will understand is a skill, not acting) I’ll mistakenly contradict agency policies in print / Please don’t respond to a press query without calling OLPA first – we’ll provide coaching, tips, even talking points if necessary (and we will be present at the interview if necessary, particularly television) I’ll be hounded by the press / Press should go through our office first – we’ll work with you to schedule the interview By preparing together, we can address and minimize these concerns

6. Know your audience . . . • Audience includes reporters, Hill staff, the taxpaying public who funded your work, etc. • The better you understand your audience, the more likely they will understand you • The more you respect your audience, the more they will respect you

7. Outreach expands your audience • A larger audience equates to greater support for the research you support • An interview is a human interaction, the same rules apply: be confident, honest, respectful and open and the experience will go far better than if you are nervous, guarded, disrespectful and defensive • An interviewer is coming to you for information; always try to provide them with something if you can do so without violating internal restrictions or special-case restrictions (ex., pending litigation)

8. Outreach expands your audience • When a news story quotes you or your colleague, the reporter—and more likely the editor—may unintentionally misrepresent the facts . . . ironically, the "cure” is to have more interviews with more reporters • Work with your colleagues and awardees to help them understand that the future of your research depends on effective public communication