Fran Abrams, a journalist with a long history at outlets such as the BBC, Sunday Telegraph, and Guardian, is an accomplished author. She shares in this post her top tips for engaging with the media.
While I understand that talking to journalists can seem daunting, I encourage to have fun with it. It can be a lot of fun. You may find these tips helpful if dealing with journalists is a new experience for you or if you are looking for ways to improve your relationship with the media.
Top 10 Tips to Engage with Media
1. Be strategic
Consider what you would like to share with others, the reason for sharing it, and your goal. Consider what your research has to say and how it can be used.
You should also consider:
- The timing of a press release
- How you could structure it
- What you may have to say
- Why you do this
- Why now?
2. You’re not the only one
You’ll likely have access to media professionals, like a communications officer or press office, if you are an academic. Always talk to the media office. They are there to assist you and will know how to best communicate your research.
3. You can’t expect the media to follow your agenda
It is common for academics to misunderstand journalists. It may be that you have an article which is great for your field and for yourself, but it won’t necessarily make the news with journalists. Journalists are not interested in major methodological advances in the field. They will focus on the story they want to cover, and this may result in your message being misinterpreted.
4. Do your research
Research media outlets, and match your interests to those of the journalist. You’ll find more success if you look for journalists who are interested in your expertise.
5. Give journalists notice
The more time you give the journalist, the better. Your press office can also help. You may wish to give them some notice as deadlines are shorter now, especially for print. Journalists may be interested in talking to real people who have dealt with the same issues as your research. Documentary journalists require a lot of time. Don’t give it to them at the last moment!
6. Deliver your message in plain English
Even though this may seem obvious, some academics have difficulty with it. Most good quality broadsheet papers have an average age of 11 years. Keep your message simple and straightforward. Use short words and sentences. Journalists get hundreds of messages every day. Don’t overwhelm and lose them with the first paragraph.
7. Be Interesting
It may sound obvious, but do not tell them what they already know. It can be hard to surprise people. Journalists will be drawn to things that are new or different to them. While it may not surprise you as an academic or researcher, it might be intriguing to a reporter because it isn’t widely known.
8. Time is a factor to consider
Match your time with theirs. Try to choose a day with little news, when journalists will be more receptive.
9. Stay in your comfort zone
We know that many academics don’t feel confident when it comes to engaging with the media. If you are unsure, start small. Do not accept an interview live on television if you are nervous. Get some training in media and gain experience before. As you gain experience, your confidence will increase.
10. Remember that journalists are humans
You can be sure that they will reach out to you again in case something else happens. You will be able to build a rapport with them. If you had a positive experience, thank them and mention your future work. Journalists are always looking for new contacts and stories.
