During the past 15 months of the pandemic, science has taken center stage in the media coverage we consume. Whether it’s a COVID-19 story, an article on the Mars probe or the 17-year return of cicadas to the Northeast and Midwest, reporters have always been hungry for easy to digest explanations of complex science and technology. This year, it’s more than ever. Yet, many subject matter experts (SMEs) cringe when an email or message pops up saying a reporter needs a comment or information.
A recent article by Rick Weiss of AAAS SciLine, “What Ph.D’s Can Learn about Talking with Reporters” in The Chronicle of Higher Education, cites a survey of scientists and engineers. Here’s one ironic finding: while most believe appearing in a news story is good for their career, they are not comfortable being interviewed. Almost 7 out of 10 are worried about information being taken out of context or misquoted. About a third said they are afraid of the “gotcha” question.
For the most part, reporters are usually trying to make sense out of ever-evolving science and technology and explain it to a non-science audience. SMEs play an important role, but need to understand the rules of engagement. This involves thoughtful preparation and knowing ways to control many aspects of the interview. Here are five steps to help in preparation:
- Learn about the reporter and media outlet: Watch or read their past coverage to see how they approach a story. Before the interview, ask the reporter questions about the angle and how your comments will be used.
- Develop Core Messages: Determine what information you want to share. Figure out ways to make the science digestible for a broader audience. Analogies and examples support the data.
- Prepare for Difficult Questions: Create a list of challenging questions you need to answer based on the research. Have a separate list of topics to stay clear of or go beyond your expertise.
- Last Question Response: At the end of an interview, make sure you repeat the important take-away messages you want the reporter to put in an article, or bring up a core message that you haven’t talked about yet.
- Offer to provide more information: Direct the reporter to find additional source information such as websites, charts and infographics and/or links to academic articles.
These tips are not just for SMEs to discuss technology or science. They are useful for anyone prepping for an interview — from product spokespersons, to public officials to the C-Suite.
CommCore provides virtual workshops, training, and consulting services so you and your team can communicate more effectively. Contact us today to get a diagnostic for your organization or for more information on CommCore’s Project RESTART.
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