Knowing More About the Media

							Orientation to the media
    for researchers




          May 2008
                       Contacts


ONE-ON- ONE
Individual coaching is available for individual researchers wishing to
learn more about working with the media.

Jennifer Sowa (403) 220-3724 or (403) 993-8679
jsowa@calgary.ca
Mary Anne Moser (403) 949-3306 or (403) 629-3255
moser@ucalgary.ca




UNIVERSITY COMMUNICATIONS SUPPORT
Grady Semmens at U of C (403) 220-3506 or gsemmens@ucalgary.ca



MEDIA WORKSHOP FOR YOUR LAB OR A GROUP OF RESEARCHERS
Workshops can be arranged to help you prepare key messages about
your research and to package and practice them for various media.




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PART ONE: More about the Media

RADIO

What makes a good radio interview?

1) Engaging content

   the person being interviewed understands the adage: "Imagine you are talking
    to your mother over a bad phone line that is about to go dead."
   the material is not too dense.
   person being interviewed is passionate and knowledgeable.
   the information is new and fascinating.
   information is easy to absorb.
   the speaker presents ideas clearly, avoiding long pauses, e.g. umms and awws.
   ideas are reinforced with examples.
   analogues and mental visual images are used.
   long or technical words and descriptions are avoided.
   content is relevant to the lives of all listeners.
   Easiest way to assure a good interview is to tell your story in a much abridged
    chronological order.

2) Relevance to daily lives of listeners

   story is told with a local angle
   the personal story comes out

3) Timely subject matter

   news angle justifies why you are telling a story at a given time

What makes a good radio interviewee?

   Personality comes through.
   Sounds genuine and relaxed.
   Personal ideas convey your inspiration.
   Humour, if appropriate, comes across.
   You are interesting, engaging, clear, and not afraid to ruffle feathers if working
    in a contentious area and you are well-founded in your professional opinion
   You have practiced – out loud – the key ideas about your work in 10-15 second
    descriptions. Encapsulating your work in soundbites can sometimes seem
    demeaning to the work. The reality is that is how people absorb it.
   Try presenting your topic as if it were a problem; what the problem was, how
    the problem was solved. Of course, you want to focus mainly on the solution;
    What does this research mean? What benefits will it have for the general public?
    What are some other possible outcomes?

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Radio versus TV

   Radio is more intimate
   Everybody looks great
   What you say is more important than how you look
   Specific details and colourful language are wonderful
   Good plot, well told, makes for a great story
   You can paint a picture about what you are doing and why

Pre-taping

Radio hosts may be willing to pre-tape an interview if a person is very nervous or if
in the pre-interview it appears as though the interviewee could get into areas that
would be legally problematic for the station. It may not always be possible to pre-
tape, but you can always ask.




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NEWSPAPERS
Many researchers have a fear of being misquoted, quoted out of context, or that
the misstep will be reported rather than the main news item. This shouldn‟t be an
issue with researchers if three main rules are observed:

Rule #1: Honesty – demand it and offer it

   If you have a spin or agenda, or if the reporter has a spin or agenda, then the
    relationship results in mistrust.
   Don‟t be shy of trying to cultivate a positive relationship based on trust.
   This does not mean you will be depicted exactly as you wish.

Rule #2: Understand the nature of the reader and how it defines the needs
for news

   Media people, as well as much of the general public don‟t have in-depth
    knowledge and you shouldn‟t expect them to.
   Different media have different strategic objectives in terms of content.
   Familiarize yourselves with these different needs and with the people in these
    different media.
   Greatest need for newspaper reporters is background and context
   People want to know “what changed since yesterday.”
   Stories of triumph and change are highly relevant, for example, what was
    discovered yesterday by your research team?
   Journalists need to convey the relevance of your research to reader‟s lives – try
    to assist them in doing this.
   Could your research change the way people act, think or interact?
   Does it clarify an area of thought that was previously unknown?
   What are the possible outcomes of your research?
   Offer context and background.
   Be prepared to answer very basic questions.

Rule #3: Review what is understood by the reporter at the end of the
interview

   Understand and accept that different interpretations are available.
   Just be sure that the reporter understands your interpretation.
   Simply ask them to summarize what they understand about what you do.
   It is perfectly acceptable to say, “Does that make sense to a non-scientist?”

Problems?

If you do have a complaint, let them know! Editors cannot correct mistakes or
improve the performance of reporters if the editors are not made aware of
problems experienced by those being interviewed. They want a good relationship,
based on mutual trust, and will work with you, as long as you understand their job
is not to publicize your work but to inform the public about relevant news and
discoveries in a digestible form.
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TELEVISION
   Television reporting can be more challenging than radio or TV, because
    reporters cannot just pick up the phone.
   For example, Calgary‟s CFCN has 10 photographers and 8 reporters collecting
    stories every day (there is some juggling of reporters to get them to all stories).
    There are over 70 people directly involved in getting the broadcast to air in a
    given day.
   Have to meet people and provide supportive pictures.
   Have to entertain as well as inform.
   Great pressure, enemy #1 is the remote, but rarely used on a research
    package.
   Also, deadlines put pressure on journalists
   Viewers use television like the radio, that is, they are often doing other things
   Therefore, they need pictures (b-roll) that are engaging. The better the visuals
    the greater the chances of expanding your audience.

Why do people watch TV news?

   Fact: Most people watch evening news to get tomorrow‟s weather
   People also watch to keep up with local events
   Therefore, 60-70% of a broadcast might be dedicated to local stories
   People also watch to be entertained by things that are new, quirky or funny
   Viewers follow severe weather stories, medical breakthroughs, including studies,
    recalls, and tips on crime prevention or other ways of keeping themselves safe

Your relationship with broadcast journalists

   TV asks you to say things that are shorter and to the point than other media.
    Stories range from a minute to two minutes long. That will include not only your
    interview, but natural sound effects as well.
   Don‟t want to diminish the importance of what you have to say by asking you to
    keep it succinct but have to keep people listening at the same time
   They want you to do the best you can; They look good when you look good.
   They want effectual clips and want you to look and sound good
   Nothing wrong with asking “Do I look okay?”
   Nothing wrong with saying, “I didn‟t like the way I answered that, I‟d like to do
    it again.”
   Symbiotic relationship between reporter and interviewee

Qualities of a good journalist (not dissimilar to qualities of a good
researcher)

   Curious, go beyond the obvious, skeptical, tenacious, clever, resourceful, good
    listener, worldly, lots of general knowledge, keen observer, quick-minded, write
    and speak clearly, fair, balanced, punctual, passionate




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PART TWO: What to do when a Reporter Calls

Ask these questions:


What is your name?


Which media outlet are you with?


What is your story about?


How are you approaching the story? What‟s happened to trigger this story?


Are you speaking to anyone else?


What is your deadline? (Ask when a story is going to run, and let the university
know – we need to keep records for our media log for stakeholders. We will let the
appropriate institutions communications department know as well.


How much do you know about the subject? Can I send you some background
information?


What is your phone number?


REMINDER: Please respond to media queries immediately, even if you are not
prepared to do an interview that minute. Call back and see what they want –
maybe you are not the right person for them to talk to. If you are, ask for some
time to get to get prepared, even if it is just five minutes. Hang up the phone and
prepare. If you can‟t make their deadline, call them and let them know. A
relationship built on trust and goodwill is important to establish between
researchers and the media. And you never know when you will have a story idea
you would like broadcasted.




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Be accessible

   If we have sent out a news release getting the media excited about something
    you are doing, you need to be available.
   Decide who in the lab or on the research team will be the spokesperson, and
    who will be an alternate.
   Make sure all staff know in advance about news releases.
   Return their calls as soon as possible. Calls from the media cannot be put off to
    later in the day or the next day. Often the print stories have to be filed by 3 pm.
   Be careful about the kinds of B-roll you agree to. B-roll is the "filler" tape that
    they shoot as backdrops for voice-overs – for example, you often see people
    walking on the campus grounds near their offices. However, the walking shot
    can convey the wrong message. Always be sure to be doing something and not
    be seen to be strolling about campus or having a coffee with colleagues.
   If the media comes on to campus to videotape you, your lab or your class, make
    sure the communications department knows – there may be privacy issues with
    shooting on campus.

What to wear

   Think about the image you want to convey (professional yet accessible). For
    example, at a summer science camp, a suit would look inappropriate.
   All black looks harsh on TV.
   All white makes the camera lens contract and darkens your face, so if you are
    wearing a white shirt, put on a vest or jacket on top.
   Browns, taupes ands greys can make you looked washed out.
   Blues and jewel tones work well. Red is good.
   Avoid wearing anything with a lot of pattern – you do not want to distract the
    viewer from what you are saying (for the same reason, lapel pins can be
    distracting).

Messaging

   90% of what you say will be forgotten.
   try to have a natural conversation. Allow your passion for the subject to show.
   think about what two main, or at most, three main points you want to get
    across to create a distilled message.
   prepare what this message should be and practice it (but do not sound
    “rehearsed.”)
   bridging phrases include: “there is a more important issue here,” or “one thing
    your listeners might be interested in is …” or “the real question is …” or “the
    piece that gets me really excited is …”
   PRACTICE out loud to make sure you are able to stay relaxed and describe your
    research in short, meaningful, colourful, conversational sentences that show the
    human impact of your work.




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    Interview dos
   Prepare.
   Be succinct.
   Try to talk with your hands and arms – but not too much!
   Your feet should remain planted in one spot for most of the interview. This
    helps the shooter, or videographer to keep you nicely framed throughout the
    interview, unless you have agreed to walk and talk beforehand, which is even
    better!
   Use examples and analogies.
   Try to relax. It helps to forget the camera and microphone are present.
   Look at the interviewer and not the camera. Even if they are not looking at you
    (they may be checking notes or something). The only exception to this is if you
    are being interviewed from a remote location, in which case you should look at
    the camera, as though you are speaking directly to the person who is on the
    other end of the camera
   Never refer to the reporter during the interview, because it may be set up so it
    appears you are being interviewed by another host elsewhere.
   Start with a smile (unless of course it is tragic news). Your mood should reflect
    the mood of the story.
   Make sure your personality comes through, don‟t go into spokesperson mode.
   Pretend you are talking to someone in junior high school, which tends to make
    you more animated or lively. This helps turn academic perspectives into
    something more digestible for news audiences.
   Always assume you are being recorded.
   Whatever you say, be prepared to see it published.
   The interview is not over until the journalist has left the building. Reporters are
    „always‟ on duty.

Interview don’ts
 Don‟t assume the reporter and the audience are knowledgeable.
 Don‟t speak “off the record.” If you don‟t want to be on the record for saying
   something, don‟t say it.
 Don‟t offer personal opinions – you are never off duty if you are a spokesperson
   for an organization.
 Don‟t number your answers, e.g., there are three reasons why we are doing it
   this way – in the editing process, they may just pick number two.
 Don‟t refer to earlier answers, e.g., “as I said earlier”
 Don‟t worry about repeating yourself. Repetition will help highlight the key
   messages.
 Don‟t gaze around the room (even on radio)
 Don‟t fill awkward pauses (reporter may simply be taking notes or giving you
   the opportunity to elaborate). However, it is not your responsibility to keep the
   interview going. If the interview is in person and you are done answering a
   question, smile then shift slightly toward the interviewer. This body language
   says the ball is back in his or her court.
 Don‟t give long and grand answers. Stick to the basics thus making it easier for
   the reporter to sift through the information to collect the highlights.
 Don‟t answer questions you do not want to answer. It‟s okay to say, “I don‟t
   know.”

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PART THREE: One-page Interview Tool
A short one-paragraph summary, including three key messages to convey
during the interview:




Key Message 1:


Key Message 2:


Key Message 3:




Examples, Analogies, illustrations:




Facts and figures:




Props (what could you show to a photographer?):




Other organizations, companies, partners who are involved:




Any potential issues:




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NOTES




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