Getting It Right in Prime Time: Tools and Strategies for Media Interaction

According to the article scientists are increasingly faced with the challenge of communicating with a public that may have little understanding of their work. The article proposes that when the popular media seek answers and information for the public, a communications strategy that uses the concept of message development and delivers timely and accurate information is very effective.

The article outlines how flow of information to the media can be facilitated by the "single over-riding communication objectives" (SOCOs) approach. Use of this strategy early in the development of communication objectives streamlines data and focuses on the primary audiences. All concerned know what the message is, who the audience is, and who is going to deliver the message. This harmony is achieved by having investigators, collaborators, administrators, communications personnel, and key agency officials answer the following questions:

1. What is the key point of this interview?-Your statement should reflect what you would like to see as the lead paragraph in a newspaper story or broadcast news report about this subject.
2. What are the three facts or statistics you would like the public to remember after reading or hearing about this story?
3. Who is the main audience or population segment you would like this story to reach? Is there a secondary audience?
4. What is the single message your audience needs to take away from this report?
5. Who in your department will serve as the primary point of contact with the media and when will this person be available?

The article states that these questions are at the core of translating scientific data into useful and direct messages for the public. The process requires that the investigator scan the entire empirical structure of available data for what needs to be at the top of the data pyramid for use by the consumer. The limited time that the media will devote to this single issue must be used to deliver the most powerful message. This process ensures a uniform and effective message. The challenge in developing a communications strategy to deal with evolving and complex issues of public and media interest is to create a mind-set where the communicator and the institution understand the value of information exchange and can develop single overriding communication objectives for both the short-term and long-term communication goals. As an issue evolves so may the communication objectives. The initial message may be one of a warning or an advisory alerting the public to a threat. Subsequent communications may direct the public on what actions to take regarding prevention and control. Communication objectives evolve quickly and require frequent and careful development that tracks the progression of the scientific findings.