|
|
|
|
 
Institute of Medicine
500 Fifth Street NW
Washington DC 20001
iomwww@nas.edu
tel: 202.334.2352
fax: 202.334.1412
Media Contact
(Journalists Only)
news@nas.edu
tel. 202.334.2138
fax: 202.334.2158
Staff Directory
|
|
|
|
|
|
|
|
|
|
25+ Things Researchers Can Do to Engage the Media and the Public
|
|
|
"When it comes to media and science, we are all under the same tent of public service."
- Ellen Levine, editor in chief of Good Housekeeping
While public opinion shows the American public generally supports the clinical research enterprise and believes it is a valuable use of tax dollars, it is unclear whether the public understands the clinical research process, the necessary role that research volunteers play in the process, and the procedures in place to protect human participants from harm. This is important because the need for human participants is only going to increase.
It is up to the clinical research community to help the public make the connection between participation, protections, and health care progress. Since scientists often claim they don't have the time or know how to do public outreach, the Clinical Research Roundtable (CRR) is setting forth 25 easy steps to overcome these barriers.
CRR wants to support researchers in their efforts to engage the media and the public. In the spring of 2001, members of the CRR met with public relations experts and members of the media to gather ideas and advice. The CRR has put together a short list of ideas and advice for the research community as well as some additional resources.
General Background for Engaging the Media
1. Recognize that members of the media can be your collaborators in sharing your message, particularly if you understand their deadlines and story needs.
2. Be accessible and respond to requests from reporters or public relations offices quickly.
3. Cultivate relationships with two or three reporters and editors. Meet over breakfast or lunch, share new data, discuss story ideas and get feedback. Work towards establishing trusting relationships.
4. Create a list of reporters who write about your field and use this list for press releases and other communication; however, reserve press releases for truly important information (not personnel changes, awards, grants, new facilities, arcane or trivial technical findings, new products, or corporate reports.)
5. Build training in media relations and communication into clinical research training courses.
Preparing For an Interview
6. Take advantage of the services provided by your institution's public relations department; for instance, ask for training in media relations.
7. Talk about your research before it is published. Let your media relations department know when a peer-reviewed publication has been accepted. Understand the rules of an embargo. Embargoed research does not mean you can not talk with reporters beforehand to help prepare them to write a story. Review any concerns you have about discussing research "in-press" with the journal editor.
8. Plan and practice your core message with the help of your public relations office. Always make your key point first. Use quotable quotations, analogies when possible, and visual aids. Avoid jargon.
9. Create a fact sheet. Highlight the who, what, where, when, why and how (known as the media story's lead) of your research.
10. Know your audience and shape your message accordingly. Mass media is usually interested in research on issues that affect large numbers of people or truly new information. Science writers are different from magazine writers who are, in turn, different from broadcast media.
When Speaking with the Media
11. Sensationalism sells. Understand that the reporter has to convince the editor that the story is more readable than others that will be submitted. Collaborate with the journalist on the most responsible way to communicate your research methods and findings. Tie your research to a specific patient or tell a story about the research process that involves hope, failure, surprise, triumph, or conflict. Do not be afraid to discuss tasteful personal information such as hobbies and family. It adds dimension.
12. Refer the reporter to another expert with a different perspective if you know there is disagreement on a particular point. The alternative may be a non-scientific "expert." Conflict helps sell stories.
13. Guard your credibility. Do not overstate (try to hype) your research findings. You will probably not see the article before it goes to print, but you can ask to review quotes for accuracy. Be prepared to offer names of independent authorities on your topic or issue. Do not attempt to hide reports – make them available. If an adverse story breaks, tell it all and tell it immediately with facts and any supporting documentation.
14. Be prepared to explain to the public and media why human research participation is essential to translate basic scientific knowledge into better health care. Stress that the need for human volunteers is likely to dramatically expand during the next decade. Emphasize that you are working in collaboration with research participants or volunteers, not human subjects. Also, note that not all participants are "patients," but both healthy and ill participants are "volunteers."
15. Learn about the processes and procedures that are in place to protect human research participants and explain them to the media. Include a description of how you obtained informed consent and minimized risks for research participants in your manuscripts and press releases.
16. Help to minimize "therapeutic misconception" by explaining the difference between research and treatment.
17. Share the positive data on clinical research successes and the size and scope of the clinical research enterprise provided on the CRR website and at www.researchamerica.org
18. Know how long the drug, product or service of interest has been in development in order to deliver the message that years have already been invested.
19. Let the reporter know where interested individuals can find out more information about volunteering for research studies.
Other Things You can do to Engage the Media
20. Send your name and list of research interests to databases of experts. Your public relations department should be able to direct you to these databases.
21. Help reporters expand their knowledge base in the sciences and the clinical research process by giving talks at local schools of journalism. Raise awareness about current and emerging controversies and research that is important to the health of the public but typically not well-covered by the media.
22. Utilize patients, their families, and voluntary health organizations as a mechanism to communicate your messages. This puts a face on the research.
23. Address controversial issues by writing letters to the editor and op-ed pieces.
Things You Can do to Engage the Public
24. Offer to write a regular essay or column for your local newspaper, alumni periodicals, regional magazine, or Internet-based publication.
25. Engage local community groups in a dialogue. Start by asking what issues are of greatest concern to the community. Shape research questions around community concerns. Ask for input and advice on protocols and participant recruitment.
26. Take advantage of the Internet and other multimedia as communication and recruitment tools.
27. Share your passion for your work with local high school students to encourage an interest in clinical research.
|
|
|
|
|
|
Last Updated: 6/12/2003, 02:03 PM
|
|
|
|
|
|
|
|