Talking to the Press

schedule 5 minutes
Why scientists should care about communications, PR, graphics, social media, outreach.
Date
Division
Earth & Planets Laboratory
ScienceCommWorkshop2019

This workshop was presented to the Broad Branch Road postdoctoral Fellows to explore talking to the press and why scientists should care about communications, PR, graphics, social media, outreach, and getting media interested in your work." The presenters were Tina McDowell, Natasha Metzler, Scott Sheppard, and Roberto Molar Candanosa.

Each speaker presented a segment of the PDF file attached. 

Takeaway points:

  • Images and video receive more coverage; visual communication is your "clickbait." For the best results, you need scientifically engaging, visually-attractive images

  • Press releases count as outreach

  • Skip jargon or acronyms

  • Speak on a high school level, not on an advanced level. Most news is written for an eight-grade audience. 

  • Establish a connection between your science and your audience. Why should they care? 

  • There is always an element of storytelling.

  • Simple, catchy images are great for Twitter. 

  • Keep your audience in mind. 

  • Be available to talk to reporters; set up a time to talk on the phone, and avoid back-and-forth emails.

  • If interviewed about another's work, do not be too negative. 

  • Practice a one-minute talk about your work before your interview. 

  • Personal anecdotes and stories connect your audience with the people doing the science.

  • Use metaphors or analogies to convey excitement and make your work understandable to those outside your field.

  • Ask the reporter upfront if they know anything about the subject matter.

  • Answer the "so what" question before they ask. Why is your work important to the average person? 

  • Write your own quote in the press release, which is then inserted into press coverage.

  • Think of journalists as friends, not adversaries. 

  • Journalists are mediators between scientists and the public. 

  • You have the power to set the agenda. Practice turning the conversation back to the points you want to make. 

Even after a postdoc departs Carnegie, we are still interested in your work! Send us your news, and we will distribute it through social media, our Facebook pages, newsletters, etc.

Resources