Beyond the Media Pitch: Strategies for Researchers to Gain Media Exposure

As a scholar, your research can change lives and shape our world. Imagine the impact you could have by sharing your expertise beyond academia! Working with the media offers an efficient way to share your work, spread your findings widely, and open doors to unexpected collaborations. In this post, we will provide strategies for researchers to gain media exposure.

Here’s an encouraging fact: journalists are actively seeking your expertise. A 2024 survey of over 1,000 journalists identified subject matter experts and researchers as their most credible sources. Accessible science and research is in high demand! 

Related Post: Why Subject Matter Experts Are More Important Than Ever in the Age of AI

But we also understand the trepidation behind working with the media. Many unknowns and ‘out of our controls’ leave media engagement and outreach as a fool’s errand.

This is a follow-up to my recent Animate Your Science guest post on media pitching for scientists. This post contains strategies for researchers to gain media exposure through media engagement. More than just pitching, media engagement offers a rich opportunity to build media into your public engagement efforts more seamlessly. First thing is first – what is media engagement?

What is Media Engagement?

Media engagement is a proactive and strategic approach to working with the media. Media engagement supports a more sustained, mutually beneficial working relationship between researchers and members of the media. The process can include:

1. Reaching out to journalists and editors to introduce yourself and your expertise, offering assistance
2. Participating in interviews, writing articles, etc.
3. Engaging with journalists on social media
4. Responding to media inquiries about current issues or breakthroughs related to your research
5. Building ongoing relationships with media professionals to become a trusted source

Related Post: An Academics Guide to Op-ed Pitches

Effective media engagement requires an understanding of the media environment. Sure, you can send out the occasional pitch in hopes of getting covered. A more intentional approach would have you developing a relationship with an outlet or 2 to ensure you are the expert source and they have a reliable source to call when the time comes. This also provides you with an outlet or contact to contact when you have an idea to share. A win-win! 

Related Post: Media Pitching for Academics (How to Become a Source)

Why is Media Engagement Important?

It Can Help Enhance Public Understanding. 

Media coverage can help make complex scientific concepts accessible. When done thoughtfully, media engagement can:

• Bridge the gap between your research and a general audience.
• Help people connect with and learn from your work.
• Potentially improve lives by disseminating important findings.
• Reach an audience beyond social media.
• Serve as a trusted outlet for sharing scientific information.

It Can Influence Policy Decisions.

By strategically engaging with the media and providing expert commentary on a current issue or piece of legislation, or offering evidence-based insight on topical issues, you can help shape policy decisions. You can increase the likelihood of your research informing important policy decisions through writing an op-ed or letters to the editor.

It Can Benefit Your Career.

Media coverage can potentially boost your citation rates (Anderson et al., 2020; Fanelli, 2013; Phillips et al., 1991), and elevate scientific impact (Eysenbach, 2011; Kiernan, 2003). Media coverage can also help you build your professional brand, something we scholars should embrace. Media coverage can also help in networking, collaborations, and connecting with community groups. It can help you beef up the impact sections in grant applications, potentially leading to more funding opportunities.

Related Post: How to Build your Professional Brand on Social Media Part-I |Part-II

Addressing Common Concerns and Hesitations

No doubt there are concerns about media engagement. Misrepresentation, misquotes, and confrontation interviews are just a few examples of issues scientists and researchers have faced when working with the media. 

These concerns are valid, yet the benefits can outweigh the risks. One way to look at media engagement is to remember:

1. You’re promoting your research, not yourself.
2. Your research findings could help many if shared widely.
3. Rigorous peer review process has validated your research.
4. Good advanced preparation can address many potential concerns.

Media engagement is challenging and comes with many unknowns.  Let’s explore a few strategies for researchers to gain media exposure and explore how you can turn potential challenges into opportunities for impactful communication.

Fear of Misrepresentation

It’s totally natural to feel a bit uneasy about how you or your research might be portrayed in the media. It does happen, unfortunately. But with a bit of preparation and wherewithal, you can mitigate these issues. Here are some strategies for researchers to gain media exposure that can help you maintain control of the narrative:

1. Prepare clear, concise talking points. Focus on 3-4 key points for any media interaction. Practice saying these out loud in simple, jargon-free language. Practice with a friend and collegageue to see how your talking points land with an audience.  
2. Use analogies and real-world examples. Relating your research to everyday experiences can help journalists (and their audience) better understand how it may impact their lives.
3. Offer follow-up availability. Let the journalist know you’re available for clarification if needed. 
4. Practice the “bridging” technique. Practice responding to off-topic or adversarial questions  by “bridging” your response to a key message you want to convey. For example: “That’s an interesting point, but what’s crucial to understand is…” and then pull it back to your talking points. 

Navigating Media Agendas

It’s understandable to have concerns about media agendas and how they might impact the presentation of you or your research. As you are planning your media engagement, here are a few strategies for researchers to gain media exposure in relation to media outlets:

1. Research potential outlets. Before reaching out to a journalist/media outlet, take time to review their past coverage of research and scientific topics. Look for balance, accuracy, and respect for expert voices. 
2. Start small and local: Consider beginning with local news outlets. These outlets often are interested in highlighting local experts. Niche mainstream publications in your field are also a great option.
3. Leverage your public affairs office: In the same vein, if you are going local, take advantage of your public affairs office and the contacts they have established. 
4. Trust your instincts: If an outlet or journalist makes you uncomfortable or seems to push a particular agenda, it’s totally okay to decline.

Handling Tough Interviews

Many of us conduct reseach in controversial spaces. Or our reseach topics find itself in the midst of controversary for whatever reason. When faced with a difficult interview, take a deep breath and consider: this is a chance to clarify misconceptions and share your knowledge. Here are a few strategies for researchers to gain media exposure with confidence:

1. Stay calm and professional. Consider developing a queue to help you recenter and refocus like a bracelet, ring, or nearby object. 
2. Prepare, prepare, prepare: Anticipate potential tough questions in advance. Practice your responses, focusing on clear, concise explanations. Practice with a colleague or friend.
3. Use the “bridge” technique: If a question seems off-topic or adversarial, acknowledge it briefly, then “bridge” to your key talking points. 
4. Focus on facts, not arguments: If an interviewer seems confrontational, don’t take the bait. Instead, calmly refer to established facts and your research findings. 
5. Use “we” statements: When discussing your research, use “we” instead of “I”. This subtly reminds the audience that your work is part of a broader scientific effort, adding credibility to your statements.

Practical Strategies for Researchers to Gain Media Exposure

The Power of Preparation

Failing to prepare is preparing to fail.

No one knows your research better than you. No one. But, going into a media interaction with this sort of attitude can be detrimental. Talking about your research among colleagues and students is very different than talking about it in a 90-second interview where someone may be challenging you. 

One must take the time to practice. Whether the interview is live, pre-recorded, via email – practice can help you reorganize your thoughts and help you feel more in control. We’ve all been witness to student presentations where you see they clearly have not said those words out loud before that moment. Don’t be your students. 

In addition to practicing, getting clarification will help you prepare, regardless of the interview format (e.g., live, taped, written). Before agreeing to an interview, you should clarify a few points with the journalists:

• What is the story about?
• Will they be speaking to others?
• What is the direction the story is taking?
• What is their deadline?
• When/where will the interview be conducted?
• Will it be live or taped?

Don’t hesitate to ask additional questions specific to the media outlet or your area of expertise. The more information you have, the better prepared you’ll be. 

Build Lasting Relationships

A key part of media engagement is relationship development. This saves both you and the journalist time in the future. You can become an expert source for them, and you have an interested party for any future related research to pitch. Here are a few strategies for researchers to gain media exposure by relationships with the media:

1. Interact with journalists on social media. Find journalists who cover your research area, follow them, read their work, and engage with them on social media. Instead of just posting a link to an interesting article of theirs, share a compelling quote from the piece along with your personal insights.
2. Offer yourself as a resource. If a journalist writes something related to your research, let them know you’re available for future stories. You can do this via email and/or social media. 
3. Follow up with new developments. If your research progresses or yields new findings, reach out to journalists with updates. This keeps the conversation going and might lead to follow-up coverage.
4. When you are featured in an article, share, share, share! Share the work widely and often. Tag the journalist and publication in your posts to help elevate them. 

Each meaningful interaction is an opportunity to build your network and establish yourself as the expert. Over time, a little bit can go a long way. 

Navigating Misrepresentation

Despite your best efforts and careful preparation, there may be a time when your research is misquoted or misrepresented in the media. The editorial process can involve many people and revisions, which may lead to unintended misrepresentations. If you find yourself in this situation, you absolutely should address it professionally and effectively. Here’s a few strategies for researchers to gain media exposure while navigating misrepresentation: 

1. Stay calm and assess. Carefully review the piece and identify specific points of misrepresentation or inaccuracy. 
2. Reach out promptly. Contact the journalist or editor as soon as possible. They often appreciate corrections that improve the accuracy of their reporting. Be polite and professional, clearly explain the misunderstanding or inaccuracy, and provide the correct information.
3. Offer clarification. Suggest a follow-up interview to help clarify. Sometimes, misrepresentation stems from a lack of understanding rather than intentional misreporting.
4. Request corrections. For significant errors, don’t hesitate to request a formal correction. Be specific about what needs to be corrected and provide accurate information.
5. Use your platforms wisely. While the correction process is underway, you can proactively share accurate information by using social media to post clarifications. Frame it positively: “I’m excited about the interest in our work. To ensure full accuracy, I’d like to clarify…” Always remain professional and tactful. 

These situations can vary so I am being very general here. Ultimately, you should consult your public affairs office for more specific responses and strategies if misrepresentation occurs. This is your reputation too. 

Conclusion

The media is a powerful tool in your research communication toolkit. It’s your opportunity to share groundbreaking research, shape public understanding, and potentially influence policy decisions. Remember the strategies for researchers to gain media exposure:

• Careful preparation and clear, jargon-free communication are key.
• Strategic approaches—from identifying the right journalists to maximizing coverage—can amplify your impact.
• Each media interaction is a chance to build lasting relationships and establish yourself as a trusted expert.

Ready to Amplify Your Research Impact?

You’ve taken the first step by learning about strategies for researchers to gain media exposure. Now, let’s tailor these strategies to your unique research and goals.

Book a Personalized Media Strategy Session

In this one-on-one session, we’ll:

• Analyze your research for compelling media angles
• Craft your unique narrative for maximum impact
• Develop a customized media engagement plan
• Address your specific concerns and questions

Don’t let your important work remain hidden in academic journals. Let’s work together to share your research with the world and make the impact it deserves.

Book Your Strategy Session Now