Engagement Strategies
In Escape from the Ivory Tower: A Guide to Making Your Science Matter, Nancy Baron offers practical advice for scientists and researchers on how to engage effectively with journalists and communicate their findings to the broader public. Here are some key takeaways:
Understand Journalists' Needs: Journalists often work under tight deadlines and need clear, concise information. Researchers should be prepared to distill complex ideas into straightforward messages. Baron advises scientists to think about the “so what?” of their research and to communicate why it matters in an accessible way.
Craft a Compelling Message: Baron emphasizes the importance of creating a clear, memorable message or "elevator pitch." This means boiling down your research into a few key points that are easy for a general audience to understand. She encourages the use of storytelling to make science more relatable.
Prepare for Interviews: Baron recommends that researchers anticipate the kinds of questions journalists might ask and prepare their responses in advance. This preparation includes thinking about potential misinterpretations of their research and how to address them effectively.
Build Relationships with Journalists: Instead of seeing journalists as adversaries, Baron encourages scientists to build positive relationships with them. This can involve reaching out proactively, providing background information, and being available for follow-up questions. Establishing trust is key.
Be Open and Responsive: When engaging with the media, it's important to be responsive and timely. Journalists appreciate scientists who return calls or emails promptly. If you can't provide information right away, be honest about it but offer to help when possible.
Avoid Jargon: One of the biggest challenges in science communication is the use of technical language. Baron advises researchers to avoid jargon and instead use plain language that the public can understand.
Understand the Media Landscape: Knowing the differences between various types of media (e.g., print, online, broadcast) and how they operate can help researchers tailor their communication accordingly. Baron provides insights into how different outlets work and what they look for in a story.
Stay on Message: During interviews or media interactions, Baron stresses the importance of staying focused on the main message. This means not getting sidetracked by off-topic questions or tangents. Reiterating key points helps ensure that your message gets across clearly.
Be Authentic: Finally, Baron encourages researchers to be themselves and let their passion for their work show. Authenticity can help make a stronger connection with the audience and journalists alike.
Engagement Activities
Press Releases for Research Discoveries
- Academic institutions can regularly issue press releases highlighting key research findings, new publications, or significant achievements. These updates provide journalists with ready-made stories and insight into important developments. University Communications and Marketing can assist researchers with getting the message out about their research. Some colleges have their own communications offices that can help with this.
Media-Researcher Networking Events
- Host networking events that bring together academics and journalists to discuss trends in science, culture, and other fields. This helps journalists find story leads and build relationships with subject matter experts.
Expert Panels and Roundtables
- Organize roundtable discussions or expert panels featuring researchers, journalists, and media professionals. These events provide journalists with direct access to experts while encouraging collaboration on complex topics.
Joint Research and Media Projects
- Encourage partnerships between academic researchers and journalists to work on investigative projects or long-form features. Combining in-depth research with journalistic storytelling enhances the impact of important findings.
- Partner with journalists to co-author opinion pieces or articles for mainstream publications that translate academic research into more accessible formats. These collaborations help bridge the gap between research and public understanding.
Academic-Journalist Fellowship Programs
- Develop fellowship programs that allow journalists to spend time within academic institutions. These residencies give journalists a chance to immerse themselves in the research process and access academic resources for deeper reporting.
Co-hosted Public Outreach Events
- Organize public talks, panels, or lectures co-hosted by academic institutions and media organizations. This promotes public understanding of complex issues while demonstrating the value of academic research in informing public discourse.
Research-Based Newsletters for Journalists
- Develop regular newsletters or briefing documents from academic institutions specifically tailored to journalists. These can highlight emerging research, expert profiles, and trending topics that may be of interest to the media.
Sources
Baron, N. (2010). Escape from the Ivory Tower: A Guide to Making Your Science Matter. Island Press.