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Dealing with the news media

The media - what scientists need to know

The scientists we see regularly in the media all have something in common - they can explain their area of expertise to journalists and their audience in simple terms, and in an engaging way.

When the public understands the science and feels engaged,  they're more likely to understand why it matters for them and support research funding through taxes.

But some members of the public distrust scientists because they often seem to be speaking an alien language - the language of the scientific journal. And we can become skeptical when we don’t understand, especially when our taxes are paying for it and we're not sure why. So, scientists should welcome media opportunities, but need to learn how to engage with the media effectively.

The media-savvy scientists in the following video weren’t always as confident and eloquent as they are now, but with practice, they’ve become 'good talent'. Now hear their stories…

When a journalist comes knocking, ask

  • Why are they calling you? Who is the journalist, what's their outlet, what type of story are they putting together, why are they covering the story, why have they got in touch with you, and who have they already spoken to?
  • What's their deadline? This is crucial. If you have time, even five minutes, use it to prepare yourself. Decide on your three key points. Talk to your media officer. Research the journalist and outlet. Check online to see why the topic is making news. But make sure you call them back when you said you’d call them back or they may find someone else!

Before the interview, prepare

  • Know your audience
    You are talking to people at home, not your peers. So think, who is the audience? The public at large? Children?  People with an interest in science? Tailor your language and communication style to engage that audience.
  • Know your journalist
    Look for them online. Have they covered the topic before? Did they report on it in a straightforward manner, or do they have an agenda?
  • Know the context
    Understand how your expertise relates to the issues being discussed. Why is it making news? What else has been said in the media?
  • Know what you want to say
    Learn to explain what you do and why it matters for ordinary people in a short, jargon-free statement - ideally a single sentence. During an interview, remember those three key points the public needs to hear. They should keep you on track if unexpected questions arise or the issue is controversial.

General tips

  • Going into a media interview, try to relax. Be confident and conversational, and show us your enthusiasm  and passion for your work
  • Deal with journalists as fellow professionals
  • If you’re not sure of anything, ask the producer or interviewer
  • If your science is complex, develop similes, analogies or imagery to help the audience understand
  • If the media make mistakes, let them know. They'll be grateful and correct it. If a mistake is serious, ask for  a retraction, but then move on and think about how to prevent it happening again
  • Accept the media is fickle – your story may be dealt with lightly or even dropped, but the benefits of engaging outweigh the drawbacks

A final word of advice

Turn to the professionals for help. Your organisation’s media team are a fabulous resource. They can help you prepare, they know who journalists are, and they can help promote your work through media releases. Have their number to hand. And remember, you can also call the Australian Science Media Centre for advice.

The view from the other side

Science and the media are very different worlds.

Scientists work slowly and meticulously over years and focus on every detail, while journalists work at breakneck speed and have to reduce complex ideas into short stories that will engage their audience.

So, reporting serious science can be a challenge.

In this video, science and general journalists talk about their world, and how scientists can help them get it right…

What journalists consider when covering your story

  • The audience is fickle and flooded with information,  so stories have to be interesting and relevant for them
  • They have to figure out the best ‘angle’ to engage their audience
  • No matter how important you think it is, every media story has a limited ‘lifespan’
  • They need to explain the science simply, so it makes sense to a lay audience
  • They need to explain why the audience should care about your science
  • It may be important to know who funds your research and why
  • They may not have the final say in how the story is presented – editorial staff often decide on the 'angle'

How you can make their job easier

  • Engage with them in a natural, friendly way
  • Explain things clearly and simply
  • Explain why your research matters in the bigger picture
  • Keep your answers short and don't get bogged down in detail
  • Be available when you say you will be
  • Consider their audience and engage them, not your peers
  • Explain why their audience should care about your science

Some important facts about the media

  • Journalists work at breakneck speed: They may have just a few short hours to produce three or more stories on diverse topics. If you don’t answer the phone or can’t explain things simply and succinctly, they won’t use you. They have to write the story whether or not you help them.
  • Lack of control: Not even the US President is allowed to vet a story before it’s published, so you won’t either. Even journalists themselves don't have full control. Once they submit a story, editorial staff write a headline and edit the story for style, relevance and length
  • The realities of the news agenda: Your research may be important and you may spend time talking to journalists, but if a big story breaks, your story may well be dropped as resources and space are reallocated. The journalist will be just as annoyed as you!

Tips for TV, print/online and radio interviews

The TV interview

TV devours more than it spits out onscreen, so you may have to spend an hour or more with a reporter and camera crew to produce 10 seconds of footage - the 'grab'. Worse still, if a big story breaks, they'll probably drop you altogether.

TV is the most daunting of media experiences, but it’s simpler than you think. Keep your cool, and focus on having a conversation with the interviewer. Keep it simple - you're not delivering a lecture.

Make the most of the opportunity to talk about your work or contribute to the national conversation on TV.

TV tips

When the call comes

Ask questions

  • Why do they want you? What's the story and what's your part in it? Will you be discussing an issue or a story about other scientists, or is the story about your own new research? Will other people be interviewed as well? Who are they? When will the story go to air?
  • Where will they interview you? At your work, or do you need to go to their studio? Either way, be prepared. They'll decide where to do the interview, but you can suggest ideas.  Suggest quiet places with background visuals that are relevant to the story, or are simply visually appealing.

Play for time

  • If you feel unprepared, ask when their deadline is and whether you can take time to consider the topic and collect your thoughts. Then,  ring them back. But don't take too long, or they will have found someone else.

Prepare yourself and your message for TV

  • TV news stories are short 'packages' on news or current affairs. When they include an expert interview, they generally use 'grabs' - soundbites that last between three and 12 seconds. So, your message needs to be concise and simple.
  • Dress to look good on camera. Avoid clothing that's black, white, striped, patterned, or anything too outrageous. The TV audience may be so distracted by your garish tie that they miss what you’ve got to say. Solid colours work best.
  • TV outlets will often send a camera operator to you without a journalist. The journalist will call and ask questions over speakerphone while you are filmed answering. Ask a colleague to stand in for the journalist, so you can look at a real person when answering the questions.

Once you’re in front of the camera

  • Don’t fidget, look calmly at the reporter and answer the questions as briefly as you can
  • Have simple phrases that sum up what you want to talk about ready in advance
  • Remember, the media wants colourful, lively quotes, and your expert opinion delivered with confidence and without any jargon
  • Express yourself - smile or frown. Show us your human side
  • Stay focused and relaxed and try to enjoy the opportunity to share your expertise with a large, diverse audience

Other things you may be wondering about

To address questions you can’t or don’t want to answer, be honest. Acknowledge the question, then say what you can discuss

Are you unsure about the protocols of TV? Ask the journalist or team

How should you behave towards the journalist and other crew members? Treat them as fellow professionals

If you don’t like your answer to a question, it is usually ok to stop and try again in edited interviews. If it’s live, you'll just have to carry on!

The radio interview

Radio works at breakneck speed, so a producer may throw you on air very quickly after calling you and then hang up on you as soon as you've finished talking, leaving you wondering what just happened!

But radio is a big part of our national conversation. Whether you want to tell people your story or set the record straight on an issue,  radio interviews are an opportunity not to be missed.

Learning how radio operates behind the scenes means you'll be more relaxed and better prepared when you have a chance to be on the airwaves.  And you might even enjoy yourself!

Radio tips

When the call comes

Ask for details

  • What's the show?
  • Do they want a longer interview or a quick ‘grab’ for news?
  • Will it be pre-recorded or live?
  • Will you chat on the phone or do you need to go to the studio?
  • What's the 'angle' and line of questioning?
  • What's their deadline?

Brief yourself as well as possible

  • Play for time – say you’ll call them back and spend a short time working out how to best express the ideas you want to get across. Don't forget to keep it simple
  • Research the program you are being interviewed for online to assess their style and audience
  • If you’ll be discussing an issue currently in the news, get online and find out what's out there in the media about the topic

Give them what they need - and make sure you're talking to their audience

  • If it's a quick 'grab', think of a snappy way to sum up your message
  • For longer interviews, remember radio is an intimate medium. It should feel like a conversation with the host

Once you’re on air

  • Be friendly and authoritative
  • Talk to the audience - what does it mean for them? Will it affect their health, their family, their future? Put the science in context. Imagine you are chatting at a cocktail party
  • Keep your answers short and self-contained. Don’t be afraid of silence and don't ramble on
  • Sum up what you know and leave it at that – endless detail and caveats make for boring radio
  • Forget about your peers and colleagues – if you're talking to them, you're not talking to the audience
  • Use conversational language, not jargon. You’re telling a story to people who know nothing about your topic. Simple explanations of difficult concepts are 'gold' to the media
  • Have some real-world examples ready. Radio loves a story, and it helps people understand why your work matters for them
  • If you’re being interviewed by phone in a remote or interesting location, describe it to help the audience imagine it. With radio, you are the audience’s eyes
  • Express your enthusiasm and passion for your subject – a lively voice will engage that audience. Plan carefully, but never read or memorise
  • Smile – we can hear a smile! It will make your voice more engaging to the listener and help kill nerves
  • Be honest – if you don’t know an answer, say so
  • Enjoy yourself

After it’s all over

  • Avoid our natural tendency to cringe and regret the things you forgot to say
  • Focus on what went well instead
  • Ask the interviewer/friends/colleagues for feedback
  • Listen back every time - you’ll be even better the next time

In print or online

Print or online interviews are generally less daunting than being thrown into the world of broadcast media, depending on the outlet.

The journalist’s deadline may be a little less frantic than radio or TV, so you can often tell your story in more detail.

Even so, keep it simple - don't force a non-expert journalist to translate your story from the language of science to the language of ordinary people. That's where mistakes creep in, so translate it yourself before you chat with them.

And always ask to check any direct quotes to make sure you're not misquoted. Journalism frowns on giving interview subjects full copy approval, but if time allows, you can usually check any direct quotes.

Tips for print and online interviews

When the media approaches you

Find out the purpose of the interview

  • Commenting on a current issue?
  • Discussing your new research?
  • Profiling you and your work?

Brief yourself on the newspaper, magazine or website the reporter represents

  • What's the tone - serious or light?
  • Is the audience likely to know anything about science?

Brief yourself on the issue

  • Why is it making news? (Google it)
  • Who else has commented?
  • What can you add to the discussion?

Ask questions

  • What will the angle and context of the story be?
  • How long will the article be?
  • Who else will be interviewed?

When you are being interviewed

  • Bring along any diagrams, figures or images that help tell the story – they will help the journalist understand, and stories accompanied by images or graphics are often given more prominence
  • Prepare simple examples and analogies to help people understand and provide colourful quotes
  • Treat the journalist as a fellow professional
  • Double and triple check that the journalist has understood
  • Don't say anything you wouldn't want to appear on the front page of a newspaper

After the interview

  • If you’re worried about being misquoted, ring the reporter to check. They're unlikely to let you see the finished article, but will usually be happy to read any relevant parts of the article to you over the phone – they want to get it right too!
  • If you’re not happy with what appears in print, call and point out any mistakes. Unless the error is really serious, you should  then move on – and be more careful next time.
  • Keep the journalist's contact details. That will allow you to update them as your work progresses, and you'll know how to reach them to tell the story of any future research.

You and the media - some general advice

  • If the real experts don’t engage, someone else will – if journalists don't get a comment from you, they’ll keep trying until someone says “yes”, and that could be a pressure group or think tank 'expert'.
  • Public understanding – public opinion counts and most people only hear about science from the media.
  • Academic benefits – taxes fund research, so funders are looking for evidence of public engagement. Media coverage also raises your academic profile and can lead to collaborations and academic opportunities.

Be prepared:

  • Think of your three key points and make them simple and punchy – These should be the things that the public most needs to hear. They will keep you on track if the interviewer goes off on a tangent or the issue is contentious. Just remember your three points.
  • Learn to summarise your research in a single sentence – Work on a short, jargon-free explanation of what you do and why it matters for the public. Ideally, it should be a single sentence; if they’re interested, you can elaborate.
  • Ditch the jargon – Nothing alienates an audience faster than a barrage of language they don't understand, so think about how you'd explain your work to an intelligent 13-year-old child. Analogies are great, but make sure they get the point across and make sense to someone with no prior knowledge of the topic.
  • Google the story or topic - how's it being framed in the media? – How are outlets covering the story? A quick we search on the web will give you the context behind the call and can help you avoid sticky situations.
  • Get to know your media team – They're a fabulous resource. They know who journalists are, what different outlets are like, and why issues are in the news. They can also help promote your story. Have their number to hand.
  • Get media training – Your institution or funding body should be able to help.
  • Call the AusSMC for advice.

Who, what, when, why and where:

  • Who are they? Science specialist or generalist reporter? What's the outlet? If you have any doubts, ask your media team or the AusSMC
  • What? TV, radio or print? News, current affairs or magazine style? How long will the interview be?
  • When? What’s their deadline? Can you call them back? How long do you have?
  • Why? What’s the headline? What are they trying to find out?
  • Where? Do you need to go to the studio or will they come to you, or is it a phone call?

Think!

  • Remember those three key points!
  • Expertise – you are an expert if you work in the field. If it’s too far outside your area, recommend a colleague or suggest they call the AusSMC
  • The journalist – What do they know about the subject? Who have they already spoken to and who will they speak to after you?
  • The audience – remember you are talking to the interested public at home, so assume no prior knowledge. What do they most need to know? If it's a specialist audience, what will their level of knowledge be?

Get their contact details – you may need to speak to them again and can quickly correct mistakes

  • Make sure you say what you planned to say – remember your three key points
  • Stick to what you know – if you don’t know the answer, say so, but then say what you do know
  • Controversy – if the interview is antagonistic, stay calm and stick to your key points – you’re talking to the audience, not the enemy. Getting angry or attacking will only make you look bad
  • If science doesn’t have the answer, say so – but explain why. Are you still investigating, are we at the limits of our knowledge, do need a more powerful computer, is it unethical to test something new on humans?
  • Irrelevant questions – if they ask a nonsensical or off-tangent question, don't be dismissive. Acknowledge the question, then steer back to your three key points

  • Is your newsworthy research about to be published? – The moment your paper is accepted, you should start thinking about the media. Pitch your story to your media team and tell them when it’ll be published. Many journals publish online first, and that's when journalists will report it. They won't wait for the physical publication as the story will be 'old news' by then. Many journals will set an 'embargo' to allow them to alert journalists ahead of publication – that’s the information you need
  • Do you have a simple lay summary? – Start by telling your story in a single sentence. If journalists are interested, you can expand on it
  • Who, what, when, where, how, and why? – Journalists will always ask you the same basic questions...
  • Who did the research? – Just mention the most important scientists and organisations. Don't list every collaborator, because a list of names won't grab a journalist's attention
  • What did you do and what did you find? – Unlike a peer-reviewed article, you need to start with the conclusions, then back them up with results
  • Why have you done it and why should the public care? – The media's audience is the general public, so the story has to resonate with parents, old people, teenagers... everyone. This is why 'human interest' is so important, because we can all relate to stories about people, whoever we are
  • How did you do it? – Any clever bits of kit or keen insights you had to employ?
  • Where did you do it? – On the moon, in your back shed, on a ship, down a mine? Which city, state and country? Australian journalists love local stories because most outlets serve a local audience
  • When did you do it or when will it be finished? – Have you just finished this research? If it’s a new piece of technology, when will we be able to buy it? Or if it's a new drug, when will it be available for patients?
  • What images, video, graphics and audio do you have? – Media audiences are easily bored, so a pretty picture can mean the difference between no coverage and going viral. Make sure anything you do have is of the highest quality possible. And,  strange though it may seem, anything with red in it will be more popular because it catches the eye
  • Embargoes – Many journal publishers rely on embargoes (pre-publication access for journalists on the understanding they won't publish or broadcast before a set time and date) to boost coverage and ensure accuracy. Advance access gives journalists time to read and research the paper. Releasing your story under an embargo gives you more time to brief journalists and control over when the story will appear
  • Choose your media – But don’t dismiss the tabloids or talkback radio – both have a much larger audience than more 'serious' media outlets, so they're a vital route to reach ordinary Australians

  • How big is the issue? – Be realistic. Are there a few minor errors that only your peers would notice, or is it something more fundamental that alters your message?
  • Call the journalist – Stay calm and polite but find out what happened. They might be equally angry because editorial staff changed things after they filed the story
  • Online corrections are easy – While print articles and broadcasts have been and gone, they'll be keen to correct any inaccuracies online
  • Contact the AusSMC – We work with journalists and their colleagues daily, so get in touch with us. We may be able to help and advise how to proceed

Press complaints:

  • Approach The Australian Communications and Media Authority (ACMA) to complain about broadcast media or online-only publications. ACMA is an independent statutory authority of the Australian Government.  www.acma.gov.au/complaints