What are the most effective ways to report research results to the media?

1 Know your audience

Before you pitch your research results to the media, you need to identify who you are trying to reach and what they care about. Different media outlets have different audiences, formats, and styles, so you need to tailor your message accordingly. For example, a national newspaper may be interested in the broad implications and relevance of your research, while a trade magazine may focus on the technical details and applications. You also need to consider the level of knowledge and interest of your potential readers, listeners, or viewers, and use clear and simple language to explain your research.

2 Craft your story

The media is not interested in dry facts and figures, but in stories that capture attention and emotion. To report your research results to the media, you need to craft a compelling story that highlights the main findings, the context, the significance, and the impact of your research. You can use techniques such as anecdotes, examples, metaphors, analogies, and quotes to make your story more relatable and memorable. You also need to have a clear and catchy headline and a strong and concise summary that capture the essence of your story.

4 Pitch your story

To get your research results to the media, you need to pitch your story to the right journalists, editors, or producers. You can use email, phone, or social media to contact them, but make sure you do some research beforehand to find out their preferences, interests, and deadlines. You should also be respectful, professional, and courteous, and avoid spamming or pestering them. You should aim to pitch your story when it is timely, relevant, and newsworthy, and follow up with a reminder or a thank you note.

5 Engage with the media

Once you have pitched your story, you may be invited to do an interview or a presentation with the media. This is an opportunity to showcase your research results and communicate your messages to a wider audience. To engage with the media effectively, you need to be prepared, confident, and honest. You should rehearse your key points, anticipate possible questions, and avoid jargon and acronyms. You should also be respectful, friendly, and enthusiastic, and avoid being defensive or aggressive. You should also monitor and respond to the media coverage of your research, and address any errors or misunderstandings.

6 Evaluate your impact

After you have reported your research results to the media, you should evaluate the impact and outcomes of your communication efforts. You can use various indicators and metrics to measure the reach, quality, and influence of your media coverage, such as the number of views, shares, comments, citations, or mentions. You can also collect feedback from your peers, stakeholders, or beneficiaries, and assess how your research results have affected their knowledge, attitudes, or behaviors. You should use the results of your evaluation to improve your future media communication strategies and practices.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?