Working with the Media

1. Working with the Media

2. Overview This session will cover how to: • Understand the media • Develop a media strategy • Monitor and respond, as needed, to media coverage

3. 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.

4. 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

5. 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

6. 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

7. 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

8. 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.

9. What’s News?

10. 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.

11. 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

12. 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.

13. 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?

14. 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.

15. 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.

16. 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.

17. 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.

18. Involve News Media From the Beginning

19. 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.

20. For More Information • publications@fhi360.org