Six tips for surviving the media dance

A researcher may be in the news because of new research results published in a peer-reviewed journal or at scientific meeting. Reporters might call looking for an expert comment on someone else's research that's making the news. Or a journalist might be fishing for story ideas in your field, if not your lab.

No matter who is calling, a few lessons serve well in most occasions, say campus experts.

Simplify the message. "Boil everything down to the one or two important points you can communicate clearly," says Geoffrey Collins, a graduate student in planetary geology who recently shared the stage with Professor Jim Head and two colleagues in a recent news announcement showing evidence for an ocean sloshing beneath the icy crust of Jupiter's moon Europa. "Sometimes you may need to explain why those things are important and what the implications are, without too much detail."

Control the interview. "You don't have control of the whole story, only of your momentary participation," says Michael Stein, who received wide coverage for a study showing that 4 out of 10 people infected with HIV did not inform their sexual partners. "You control the interview content. At most, condense the important points into one- or two-sentence summaries. Then stick to these points, bringing the interviewer back around to your message."

Provide other expert sources. "Sometimes I'm just a switching station, just trying to get the reporter out to the right person," says David Lewis, a professor of medicine and community health who investigates better ways to prevent and treat addiction. "It's a good idea to spread media exposure around."

Respect deadlines. "I want to be responsive, but I have an obligation to my research," says Mary Carskadon, who is on the receiving end of her colleagues' expert referrals. "I reserve one hour a week for media calls. If something comes up out of the media hour - if a reporter calls and says, 'My deadline is in 20 minutes' - then I'll try to work it in." Carskadon also turns to the News Bureau to help manage her media inquiries.

Have realistic expectations. Even the best reporters do not write their stories to a scientific level of precision. "You're always lying a little," says K.C. Cole, who reports on physics, chemistry and mathematics for the Los Angeles Times. "If it's important to put the stuff in context, then there's not room for all the details." Sometimes, reporters from suspect publications will be surprisingly good. The National Enquirer's coverage of his work has been as accurate as the New York Times, Lewis says.

Don't improvise. "It's important to say only the things you're sure of," Martin Weinstock says. "Even if you're in a situation where you feel pressured to give another answer, if they ask the same question five ways, give the answer you're sure of, rather than the one you think they want."