A Guide to Engaging with Media to Amplify Health Research

Multiple Opportunities Exist for Health Researchers to Work with Traditional Media

Health researchers have several options to reach a broader audience: (1) create a news story, (2) provide public commentary, and (3) engage with the public through digital media. Creating a news story involves developing a narrative that summarizes research results via local or national print media (printed or online newspaper or journal), television (TV), or radio news. Oftentimes, this occurs around the same time or shortly following publication in an academic journal or a presentation at a conference. Providing public commentary means offering expert opinion on an existing topic. Formats can include television or radio interviews, or written editorial or commentary articles.

Engaging through digital media is not specifically covered in this article. Multiple publications address the topic of communicating research through social media.^18,19 Other digital media channels, such as podcasts and satellite radio, are increasingly being used as a primary source of news by millions of listeners. Scholarly podcasting has emerged specifically as a way for researchers to share their knowledge with the public and widen the impact of their work. ²⁰ Popular satellite radio channels, hosted by medical experts and health care systems, currently disseminate health and research news. ²¹ These newer media channels are frequently used to complement traditional news by distributing primary news stories, further expanding the potential for impact^18,19 and offering great promise for amplifying health research.

Health researchers may face challenges in identifying the best platform to promote their work. As we discuss in the following section (Guidance, Step 1), we recommend that health researchers begin by identifying a key partner, such as a press officer or media relations expert from their institution, to explore potential opportunities for sharing their work.

The Media Landscape Is Changing, With a Notable Decline in Access to Local News

Nationwide changes in the media landscape ²² are reflected in newsroom employment, including reporters and journalists, editors, photographers, and videographers across the newspaper, radio, broadcast television, cable, and digital news industries. U.S. employment in newspapers dropped by nearly half from 2008 to 2020 while employment in digital news quadrupled over this time. ²³ The changing landscape has had pronounced effects on local news. Approximately 200 counties in the U.S. currently have no local newspaper, and about half of U.S. counties have only one newspaper, often a weekly publication. ²⁴ Residents of these counties, considered to be living in “news deserts,” are more likely to be rural, have lower income levels, and have lower educational attainment. ²⁴ Due to the decreasing journalistic workforce, it is increasingly likely that reporters may not have scientific or health services–related expertise. For researchers, this means that timely and effective collaboration with the news industry is critical for the rapid dissemination of accurate information (see Guidance, Step 2).

Step 1. Identify Key Partnerships

Many institutions have a media relations office staffed by public and media relations managers. These individuals are essential partners for researchers who want to pitch their research results to the media. Researchers should connect with the media relations office early in the publication process when considering how to disseminate results. If contacted by a media outlet, researchers who have little experience working with the media should connect with their institution’s media relations office before responding to the media representative.

A media relations manager has an important perspective on which types of research would be interesting to the public and can provide guidance as to whether the research is well-suited for broader dissemination. A media relations manager can also advise on the format and outlets to target with a media pitch. Then, a media relations manager can develop a press release, narrative story, or media pitch that captures the attention of and can be understood by the public.

At this point, the media relations office can help prepare a press release, an official document shared with the media to communicate a noteworthy event. A press release is generally less than 1000 words; describes the “who, what, where, when, why, and how” of the event; and helps set the tone for wider coverage. ²⁵ Connecting with the media relations office when a manuscript is submitted or accepted by a journal and/or before giving an invited presentation at a conference gives the media relations office time to develop a press release. The journalist or reporter who reports on the research will likely use the press release, rather than the primary academic article, when preparing their news content. Thus, it is important that the press release frames the research in a way that maximizes its likelihood of gaining attention from the media.

Professional societies or research sponsors can also provide access to a media relations officer. Although researchers can cultivate media relationships without a media relations office or manager, we recommend that, at a minimum, researchers consult people in their area who have experience working with the media before contacting a media representative on their own. When seeking advice from another researcher or colleague about working with the media, a researcher should ask about the specific media outlet, and any positive or negative experiences working with that outlet or pre-existing relationships or interests that could influence how the research is reported. The researcher should also seek to understand why a specific research topic or study was deemed to be a good news story, or conversely, not deemed to be worthy of publication. The researcher should also seek guidance in the process of working with members of the media, including specifics of how and when to communicate with media representatives, to increase the likelihood of a successful collaboration.

Step 2. Promptly and Effectively Collaborate with Reporters and Other Members of the News Industry

When researchers (or the media relations office or other key partners) are contacted by members of the media for a potential story, the researcher should respond quickly, ideally with the support of their media relations partners. Journalists work on tight timelines that can change rapidly, even over a few hours or days. If a journalist does not receive an immediate response, they may find another source for the information they are seeking.

Responding to the media to indicate interest and ask a few key questions is not the same as agreeing to participate in an interview. Before agreeing to an interview, the researcher should investigate the publication to ensure legitimacy and alignment with their goals of disseminating their research. Additionally, the researcher should inquire about the focus or ‘angle’ of the story to understand their role in the narrative. Researchers should ask about deadlines. If it is a radio or TV interview, the researcher should ask if it will be taped or live. The institutional media office can help with this process, including vetting the media outlets and helping the researcher obtain critical logistical information in advance of a potential interview.

Researchers who agree to work with the media need to be clear about timelines, particularly when research results are under an embargo. An embargo does not prevent researchers from participating in an interview; rather, an embargo constrains the journalist’s publication timing. If research results or publications are under an embargo, either the researcher or media relations office should be explicit about the hour and day when the embargo is lifted and seek confirmation that the journalist understands and agrees to honor the embargo.

Researchers should clearly communicate the terms of the correspondence and negotiate those terms if needed (eg, Will the interview be live or taped? How long will it last?). If a researcher wants their commentary to be “off the record” ²⁶ (information should remain between the reporter and the researcher) or “on background” (information can be shared but not linked to a specific person), this should be clearly stated and defined before beginning an interview. However, researchers should keep in mind that going ‘off the record’ is not a legally binding agreement and confidentiality cannot be guaranteed. In general, regardless of the news format, we recommend that researchers only provide thoughts or comments that they would agree to see in print.

Whether virtual or in person, all interactions with journalists should be conducted in a quiet and presentable space. Researchers should foster continued relationships with journalists, as positive interactions could lead to future interview opportunities while negative interactions could limit future options. The media relations office can help researchers prepare for interactions with journalists.

Step 3. Craft a High-Impact Story

The media audience seeks a “good story;” however, even cutting-edge scientific research may not be well-suited for broad dissemination. For example, findings from preclinical models may not affect humans for years. Breakthroughs in certain areas may affect a very small group with a rare diagnosis and thus may not be interesting news for a general audience. Typically, audiences care about a story if there is a direct impact on their physical or financial well-being. Researchers should identify and clearly communicate why the public would be interested in their particular work. The “why” is akin to an elevator pitch, which has gained traction among research scientists as an effective but succinct communication tool. ²⁷

In the media, personal stories or anecdotes are a powerful way to connect with audiences, and many media stories begin with the human angle. If an anecdote is from a patient, it is imperative that the researcher “first, do no harm” when involving the patient in the media. Privacy protection is paramount; under the U.S. Health Insurance Portability and Accountability Act of 1996 (HIPAA), Public Law 104-191, prior written authorization from patients is almost always required before using any potentially identifiable information from a patient. Additionally, before connecting a patient with the media, the researcher should understand the patient’s motivation and vulnerabilities. Some patients are motivated to help others in similar situations, but the researcher should be cautious of any potential for harm or exploitation of the patient, including mental, emotional, legal, or social risks that the patient could face if they work with the media. These risks should be explained to the patient in a way they can understand. The patient’s understanding of these risks and willingness to participate should be clearly understood before they become involved with the media.

In addition to anecdotes or personal stories, other specific examples, visuals, or high-impact statistics can help create an impactful story. Although audiences generally relate better to people than numbers, statistics shared in conjunction with anecdotes can help convey the prevalence or consequences of a condition. For example, a compelling anecdote about pain or the cost of pain treatment can be followed by a statistic showing how many people experience pain or how much, on average, people spend annually managing pain (eg, “This condition leads to an average of five lost days of work per year for everyone who has it,” or “The total estimated cost of diagnosed diabetes in the U.S. in 2022 is $412.9 billion”). ²⁸

Step 4. Provide Successful Interviews

Practice and preparation can help researchers successfully participate in a news interview. Before scheduling a radio or television interview, the researcher should think about how to explain their work in plain language, without using acronyms and scientific jargon. It may be helpful for a researcher to think about how they would explain their work, and the importance of it, to their neighbor or a family member who does not have a scientific background. It is also important to anticipate the language preferences of the audience or communities that are relevant to the work. In general, person-centered or person-first, non-stigmatizing language is recommended, but some specific communities prefer identity-first language.^29,30 Before the actual interview, the researcher should investigate the best language and terminology to use when describing their work and its potential impact on people.

One strategy for preparing for interviews is to consolidate the message into three key points. The researcher should know these points well and feel extremely comfortable talking about them. The researcher should also develop statements that they can use as a transition or “pivot” to these points, if needed, at any point during the interview. Simple statements, such as “That’s a great question, but what’s really important to consider is. . .,” can redirect interviews to information the researcher wants to convey. Journalists often conclude an interview with an open question (eg, “Is there anything else you want me to know?”), which provides a final opportunity for the researcher to reiterate key points.

After an interview, the researcher probably will not be able to edit or review the journalist’s materials. However, offering to ‘fact-check’ or answer follow-up questions may give a final opportunity for review. A researcher can also ask the journalist directly at the end of the interview, “How do you think you will quote me?” This question can provide an opportunity to refine and clarify the quote. Clear communication between the researcher and journalist will help convey the intended message within the constraints and limitations of the format.

Research Has a Vital Place in the Media

Publicizing health research in the media maximizes the impact of the work by reaching a broader audience. Researchers have many opportunities to disseminate their results through the media, and this should not be an afterthought in the publication process. Key stakeholders, including communities impacted by research and advocacy groups, may not have direct access to research through subscription-based journals that use highly specialized language. These communities deserve understandable and accessible summaries of relevant research. The public attention garnered by media coverage of research can be a powerful force for advocacy. Sharing information from a reliable source, such as respected media outlets, legitimizes the information being conveyed. Media coverage demonstrates larger public interest in the research while providing evidence-based support for the work.

Media Relations Officers Are Key Partners Throughout the Process of Working with the Media

Communicating research results in the media may be daunting for researchers who are inexperienced with this type of work. Partnering with institutional media relations officers or other professionals with expertise in this area is critically important from the early stages of preparation, through the process of working with the media, and fostering relationships for future opportunities. Furthermore, media relations officers can help anticipate and prevent potential hazards, including exaggerations or misconstrued findings, unsuccessful interviews, and inadvertent harm to the people for whom the research is intended to benefit. The upside of broad exposure through traditional media outlets makes some of this risk tolerable and well ‘worth it.’

Effective Communication Is Key

The impact of health research will be limited if it is not effectively and meaningfully conveyed to audiences who will benefit from it. While researchers are not solely responsible for presenting their results to the public, they should aim to effectively communicate with their media relations officers and other partners in the news industry, including advocacy groups. Working together will allow researchers to pitch high-impact stories, conduct successful interviews, and prepare materials that help turn research findings into action.

Additional resources for communicating research results to a non-scientific audience are available through the NIH. ³¹