Want to take your message into the world? Here are some things to keep in mind.
Be selective. When it comes to public promotion, some science is sure to catch the public's eye. "Anything that has to do with sex, drugs or cutesy stuff" is likely to make a splash in the mainstream media, says APA Executive Director for Science Steven Breckler, PhD. But even basic research can have important implications for the public, so don't sell yourself short. To help determine which findings are good for a wider audience, ask your institution's media relations department to weigh in or get perspective from a non-scientist family member.
Ask for help. Your institution's media relations department is also a great place to get help crafting your message so that the subtleties aren't lost in the jargon. "Hopefully, they can help you hone your message in a media-friendly way," says Northwestern University social psychology professor Eli J. Finkel, PhD. The department might also help promote that message by issuing a press release, pitching your work to journalists or perhaps by featuring the research on the Web.
Consider the medium. Different forms of media work in different ways. If your research findings have larger societal implications — and you've got strong opinions about them — a newspaper op-ed may be the way to go. Not quite ready to launch your own YouTube channel? Even a guest lecture at a local high school psychology class can raise awareness of good science. Does your research tie into a trending event? Reach out to a local news station and offer yourself as a psychological expert on the issue. Even just sending a tweet can help join the public discourse while the topic is still hot.
Take it seriously. Don't bother with a press release if you aren't fully committed to speaking to the media and helping them understand your work. "Take the time to make sure the journalist understands what the implications of the findings are — and just as importantly what the findings aren't," Finkel advises.
But not too seriously. It can be intimidating to put your work under a spotlight, but think of it as a chance to help others appreciate what psychologists do every day, says Breckler. "The bottom line is, don't be afraid. This is your opportunity to spread the excitement."
— Kirsten Weir