Working with the Media. This session will cover how to: Understand the media Develop a media strategy Monitor and respond, as needed, to media coverage.

Working with the Media

This session will cover how to:• Understand the media

• Develop a media strategy

• Monitor and respond, as needed, to media coverage

Overview

Working with the Media

• Media coverage can shape public opinion and influence funders, policymakers and ethics review committees.

• In your overall communications strategy, include a plan for media involvement before, during and after your trial.

Understanding What Reporters Need

Goals and limitations of journalism:• Autonomy (independence)

• Deadlines, extreme time pressures

• Use of multiple sources for balanced reporting

• Attribution of facts and quotes

Continued on next slide

Understanding What Reporters Need

Goals and limitations of journalism, continued:• A need to check the facts

• A need for information that is clear and concise

• Competition — reporters need to be first with the news or get an exclusive

Why Journalists Might Want to Talk to You

• To obtain background information

• Because of your trial’s relation to events currently in the news

• To get a quote from experts

• To obtain details about a crisis

• To write a negative article that uses your comments to legitimize a story angle

Why You Might Want to Talk to Journalists

• Encourage participation in studies

• Increase community access to health information

• Generate interest, support and resources

• Address rumors about your trial or other studies

• Disseminate results or other study information

• Encourage policymakers to consider new data when revising policies and guidelines

Framing your Story

• Journalists use different “frames” to reflect certain themes.

• Scientists can help journalists frame stories about clinical research.

• How you frame a story should be grounded in reality.

What’s News?

Be Alert for Negative Coverage

• Pay attention to the emotional content — especially fear, anger, skepticism or dread — of recent media coverage.

• If a reporter starts probing about rumors, you could explore whether similar ideas are circulating in the community.

• If a reporter’s question indicates confusion about basic concepts, pay special attention to explaining those concepts clearly to other journalists and community members.

Developing a Media Strategy

A media strategy addresses the “how” and “when”:• Determine how you will involve news media before, during

and after the trial.

• Outline standard operating procedures for interacting with the journalists.

• Identify key messages for different types of media.

Continued on next slide

Developing a Media Strategy

A media strategy addresses the “how” and “when,” continued:

• Establish guidelines for monitoring media coverage.

• Determine when to proactively seek coverage.

• Outline processes for responding quickly to misinformation in media coverage.

Targeting Your Audience

• Where do the people you want to reach get their information? (Radio, TV, newspapers or the Internet?)

• Which journalists cover health topics?

• Are your messengers appropriate for the audience?

• Which media outlets will best

relay your message?

Procedures for Media Engagement

• Establish a basic protocol for handling media inquiries.

• Designate one or two site-level staff members to handle media inquiries.

• Assign roles and responsibilities to all staff members who will interact with the media.

Responding to Internet Media

• Use global networks to monitor news 24 hours a day.

• Have reliable Internet at home and at the office.

• Respond quickly, calling editors directly if possible.

• Always avoid appearing defensive.

Learning the Lingo

• Like scientists, journalists have a specialized vocabulary, e.g., sound bite, news hook and off the record.

• Knowing some of this terminology can help you communicate with reporters.

• If you do not fully understand what a journalists is saying, ask for a clarification before you respond.

Media Monitoring

• Monitor vertically (local, national and international media) and horizontally (newspapers, blogs and social media).

• Intensify monitoring before and after major announcements or milestones.

• Leverage local staff members as monitors.

• Respond to inaccuracies, as needed.

Involve News Media From the Beginning

Summary

• Understanding the challenges journalists face makes it easier to communicate clear and accurate information to the public.

• Media strategies are an important part of your overall communications plan.

• Outline standard operating procedures for responding to media inquiries and interacting with journalists.

For More Information

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