Researchers, Reporters & Everything in Between
- 1. Researchers, Reporters & Everything in Between Using the communications ecosystem to extend your works reach
- 2. Who am I? Michigan Medicine Department of Communication IHPI communication team Trained in biology, science writing & journalism 25+ years experience communicating about research
- 3. Find & tell stories Handle news media inquiries Push stories & info out any way I can Help IHPI researchers with communication strategy & tactics What do I do?
- 4. Why does U-M* have staff like me? So we can reach people who care So our faculty members expertise can have impact To be accountable to taxpayers & policymakers Because most people need research translated for them *and lots of other places too
- 5. Why should you work with us? To enhance the odds that your work & expertise will reach people who can act on them, now & in the future.
- 6. You Papers Talks & posters Tweets & posts Commentaries Comm Staff U-M/Michigan Med. School/college IHPI Center/institute/dept. Reporters Policymakers Advocates Clinicians & Patients Funders/Donors Professional societies Industry General public The U-M Communications Ecosystem
- 7. What does the public know? 71% extremely/very confident: mental illness is a medical condition affecting the brain (21% somewhat confident) 69% extremely/very confident: a genetic code in cells helps determine who we are (22% somewhat confident) 53% extremely/very confident: childhood vaccines are safe and effective (30% somewhat confident) 31% extremely/very confident: life evolved through natural selection (24% somewhat confident) AP poll published April 2014; 1,012 adults rated confidence in a scientific concept
- 8. What do they think about science? Pew Research Centers US survey 2019 (left) and International Science Survey 20192020 (right)
- 9. How do views of science vary by political leaning? Pew Research Centers International Science Survey 20192020
- 10. How did the pandemic change things? Pew Trusts 2020 (December) https://www.pewresearch.org/science /2020/05/21/trust-in-medical- scientists-has-grown-in-u-s-but- mainly-among-democrats/
- 11. NSF Science & Engineering Indicators 2022 3M survey 2019 and 2020
- 12. Are genetically modified foods safe to eat? Scientists: 88% Public: 37% Should childhood vaccines be required? Scientists: 86% Public: 68% Is research involving animals OK? Scientists: 89% Public: 47% Did humans evolve? Scientists: 98% Public: 65% The survey of the general public was conducted using a probability-based sample of the adult population by landline and cellular telephone Aug. 15-25, 2014, with a representative sample of 2,002 adults nationwide. http://www.pewinternet.org/2015/01/29/public-and-scientists-views-on-science-and-society/ Their views vs. scientists views
- 13. Researchers & policymakers Policy should be based on evidence Formal testimony, informal conversations, service on advisory committees, briefs & one-pagers Staffers may have little or no medical/scientific background Tendency to seize on controversies and whats in the news
- 14. For 200 years Information flowed to the public from officials via gatekeepers: News media Entertainment & publishing industry Educators & librarians Journalists as the fourth estate of society Academic research & PR since WWII
- 15. Last 20 years Traditional news medias gatekeeper & watchdog role has eroded with its business model.
- 16. The news medias goals Serve the public interest Inform their outlets target audience and hold their attention Be first, best or most compelling Operate within mediums constraints Build audience Sell advertising (often based on clicks)
- 17. What makes a reporter tick? Most serve a general audience Little scientific knowledge Need to know implications for ordinary people Most are on tight deadlines Respond within hours or redirect them ASAP Most have little space/time to tell the story Reductions in staff and space/airtime have made it worse! ALL value their independence You probably wont see the questions/story ahead of time
- 18. Tips for media interactions Prepare with PR person three key points Use laypersons terms avoid jargon, speak colloquially If theres a press release, use it Respect deadlines Understand the news outlet & reason for request Its OK to say no to some requests/do some by email Respect their independence
- 19. Can you pass the Thanksgiving Table Test?
- 20. Use the time AHEAD of publication The Scouts honor embargo system for research news Institution/journal reaches out to reporters a few days ahead Reporter agrees not to publish or broadcast results until a set date/time Used by all major journals & scientific/medical societies
- 21. The embargo system Increases the newsworthiness of research news Gives institutions time to prepare text, graphics, video Gives reporters time to prepare stories on complex issues, and increases accuracy/balance
- 22. Preprints & science by press release Do research Compile results Give talks or posters Write papers Get peer- reviewed Make changes Get published Maybe publicity Traditional medical & scientific process Do research Compile results Write a preprint Post to server Get peer- reviewed Make changes Get published Seek publicity Accelerated/altered path since COVID-19 Journalists or social media users Press release but little data Raw version online Occasional publicity
- 23. Pitfalls to avoid: Going into interviews without a core message & caveats Too-casual quotes given as offhand remarks Getting chummy with reporters youve worked with before Pay-to-play schemes Assuming too much knowledge on reporters part Going off the record or on background Speaking beyond your expertise !
- 24. Important reminders: Involved with industry/spinoffs? Disclose to communicators & reporters; keep a bright line between roles Asked to comment on someone elses work? You can say no but tell reporter who else they can contact Log your media hits for your CV. Share them on social media. Thank & compliment reporters even if youre also asking for a correction/clarification
- 25. Track activity via Altmetrics Aggregates activity around journal articles: media coverage blog posts social media activity more Traces links to/mentions of papers by DOI Assigns a score & percentile Not perfect! But getting better
- 26. A New Era The traditional news medias gatekeeper role & business model are eroding Social & crowdsourced platforms, and search engines, have gained incredible power
- 27. Everyone can be a publisher.
- 28. But The old guard news media & their newer cousins still create or influence much of the content shared on these platforms. Though reporting staffs are smaller, they still use the journalistic information-gathering approach. Institutions have become publishers too.
- 29. Half of Americans surveyed by Pew Research said they often or sometimes get news via social media platforms.
- 30. What does this mean for science? Patients, donors, advocates find info on their own Social media reaches people directly Visuals are vital Rapid response to crisis/controversy is expected If its not on the Web, and not easily found, it doesnt exist!
- 31. Who are the communications staff? Three media relations front doors Michigan News (All research/education except Medical School) Michigan Medicine Public Relations (Clinical, Medical School research/education) U-M Public Affairs (institutional sticky issues) First point of contact for reporters and faculty (Not always required but a good idea!)
- 32. Acts as matchmaker & goalie for faculty/reporter contact Covers assigned beats Creates & distributes stories Gets your approval on what they write Your media relations person:
- 33. IHPI: Investing in communication Staff: Communication manager, Government Relations (2), Media Relations, Writer, Designer, Communication specialist, Events/member engagement person Channels: Website, member profiles, news articles, issue briefs, Twitter, LinkedIn, internal & external newsletters, videos, graphics, digital signs Training: Twitter, LinkedIn, Government Relations, Opinion Writing
- 34. U-M: Schools/colleges, centers/institutes, departments/divisions Outside: VA, journals, funding agencies, professional societies, conference organizers, companies, advocacy groups, disease-specific groups Other communicators
- 35. Major papers accepted/scheduled Expertise related to breaking/ forthcoming news Reporter contacts you directly Others want to involve you in their media efforts When to contact your PR person:
- 36. michiganhealthlab.org michiganhealthblog.org Brand journalism Our own news organization Sharing cutting-edge research news & clinical stories Aimed at professionals & public Jump on timely news topics quickly Shared on web, social media and email Optimized for search engine visibility
- 37. High visibility 10.3 million pageviews in FY2022 471 stories published in 2022 65-75% of traffic comes from Google search 10% from direct links 5% from organic social media and 8% from paid social media boosting Additional traffic from podcasts 12,000 email subscribers Soon: integrating into Michigan Medicines new web environment
- 39. Write for Platform to reach the public on timely topics Articles created by academics, shaped by professional editors Open copyright for republishing Routinely republished by major media outlets Easily shared via social media and the web Authors can see data on views & republishing
- 40. Recent U-M examples Showcasing past research in light of current events Sharing previously published and unpublished/un-peer- reviewed data relating to current events
- 42. I challenge you Learn to speak their language & engage in public communication. Dont just hope someone else will do it! See it as part of a research career.
- 44. On the record. The information can be used with no caveats, quoting the source by name. Off the record. The information cannot be used for publication. Background. The information can be published but only under conditions negotiated with the source. Generally, the sources do not want their names published but will agree to a description of their position. Deep background. The information can be used but without attribution. The source does not want to be identified in any way, even on condition of anonymity. Definitions
- 45. Legal Liability? It is the Universitys policy to defend and indemnify employees who become parties to legal proceedings by virtue of their good faith efforts to perform their responsibilities of employment. http://www.spg.umich.edu/policy/601.09 Recent U-M General Counsel advice to a faculty member who was asked to comment on a controversial treatment: Commenting in your professional capacity regarding the risks, benefits, potential results, etc. of a particular treatment or procedure would constitute actions taken in the course of your employment (as opposed to in your personal capacity) and if done in good faith would entitle you to the protections of the policy.