As APA president in 1969, renowned cognitive psychologist George A. Miller, PhD, called on the field to "give psychology awayopens in new window" for the public benefit. Today, there is no better way to do that than by talking to the media, whether it's about your research, publications, awards or work with your community.
We asked media experts for their advice on how to get your story out. Here's their advice:
Contact your press office. Some university press offices regularly reach out to psychology departments for news, but if yours doesn't, reach out to them. They may help publicize your work with a press release or arrange interviews with reporters.
D.I.Y. Tell your own story on Facebook, Twitter and blogs. Many publishers are inviting accepted authors to submit video abstracts of five minutes or fewer that explain their hypothesis and results and why the study is important, so consider making one for YouTube. Using social media is a good way to publicize your work — whether it's research, community work or an award — and provides excellent practice in boiling down your hypothesis and conclusion into plain, compelling language. Plus, research from Xuan Liang, a doctoral student at the University of Wisconsin–Madison, shows that Twitter mentions can raise a researcher's scientific impact, as measured by number of publications and citations ( Journalism and Mass Communication Quarterly opens in new window, 2014). Tip: When you tweet, cc journalists and publications who might be interested.
Deliver a sound bite. Be able to summarize your work in a few straightforward sentences that explain why people should care about it. "This requires thinking through, ‘What significance does this research have?' ‘What does the public need to know about this?'" says Rhea K. Farberman, APA's executive director for public and member communications.
Consider the audience. Is the piece for a consumer audience or for fellow scientists? These audiences want vastly different types of information. "In science journals, the significance of the study doesn't come until the end," says Farberman. "For the public, you have to talk about the finding at the top and tell them why they should take five minutes to read this."
Drop the jargon. Using too much scientific terminology is a main reason researchers and others fail to communicate clearly, experts say. To spot overly technical language, explain your work to a friend or family member, suggests Paul Raeburn, a former science editor at the Associated Press. If they don't understand it, find out where you lost them.
Keep it real. Reporters and editors love a gripping headline — like "Cure for cancer close" — but help ensure accuracy by mentioning the limitations of your research, Raeburn says. "A scientist talking to a journalist can explain some of the caveats or unknowns in a study." Similarly, if you don't know the answer to a question, admit it, and if you make a mistake mid-interview, correct yourself.
Have an analogy. Before your interview, think about — but don't force — a short well-phrased anecdote or analogy that makes your message more entertaining and understandable, says Denise Graveline, a media consultant based in Washington, D.C. For example, the American Association for the Advancement of Science (AAAS) delivered a report on climate change in 2014, summing up the evidence as, "Physicians, cardiovascular scientists, public health experts and others all agree smoking causes cancer. A similar consensus now exists among climate scientists … that maintains climate change is happening, and human activity is the cause."
Know when to stop. There's a three-point formula for answering a media question, Graveline says: Pause to consider your answer, answer only the question you've been asked and stop. It's the last step that often trips up scientists. "Human nature abhors a vacuum, so people often rush in to make assumptions about what is wanted and end up saying something they're not qualified to speak about," she says.
Offer graphics. Infographics and illustrations help readers interpret your data, says Jeanne Braha, the public engagement manager at AAAS, but keep these simple and colorful. Often, Yale's communications office will post a graphic on social media with a few lines explaining research, says Karen Peart, deputy press secretary and team leader for science and medicine at Yale University, a tactic that can result in tens of thousands of views.
Seek professional help. Your university's public information offices may be able to help you craft your message. Yale, for example, does interview run-throughs with its scientists, Peart says. Media-savvy colleagues can be helpful, and professional organizations often have media advisors who can help, Braha says.