How to showcase research through the media

Attiya Waris,[1] Vallarie Yiega, Mariam Maina, Mwaniki Maina and Elvis Oyare[2]

"A great leader is an ordinary person with extraordinary wisdom." Malawian Proverb.

All researchers are leaders in their individual fields and often are the only specialists, based on their academic journey. However how does one take this extraordinary wisdom and share it effectively and efficiently. Dissemination of these often complex issues to the general public is becoming growingly important and the diverse methods of communication are also growing. This piece will focus on interviews by the TV for a documentary, live session. Some of these suggestions might be useful for radio as well as for written interviews as well. The authors also welcome feedback and comments as this piece is very much based on personal experience.  

A researcher or academic is rarely the focus of the piece rather they are intended to be the commentators or narrators to explain issues or add insights to an unfolding event. So if you are not the focus then what would be the markers of a successful interview

1. The journalists use what you said but how much they use is a measure of how useful you were to them. This has a double edge if they are looking for a story then they may push or rephrase questions repeated however they might do this also if you are not clear enough
2. The journalists come back again. This means that you helped them achieve their viewership goals and you were an effective communicator on the topic
3. You widen our network. While the journalists focus is their interview, your focus gmight be donors and potential partners. They are always listening so be aware of this as you might bring in grant funding if you speak passionately on cutting edge research you are doing. Feel free to tell the journalist I want to mention my latest book or article often they will say yes as it is linked to their interview topic

If you are interested or keen to disseminate your research through media interviews either voice or live or recorded TV then one needs to ensure that

1. Research should be cutting edge
2. Link your work to global, regional, or even national research and events
3. Speak in sound bites or short pithy phrases that can be cut from a larger interview if not done live and if live can be picked up and tweeted later
4. Mental preparedness is reflected by our physical preparedness so dress in a way that gives you confidence

Other important tips include:

Pre Interview Communication

• Be reachable and when not available refer a colleague.
• If its not your area of expertise feel free to say so and then suggest the person in the filed you feel is the expert, however many media houses are looking for young people’s perspective so not let your age in the filed be an impediment you can always use phrases like ‘from a youth or young researchers perspective’
• Understand the scope of focus of the interview. If the show is live, time is limited and we don’t want you missing out on the important points you have to make and also not to be rushed.
• Ask for their list of questions in advance so you can prep. You can also advise the journalist on the line of questioning - inverted pyramid- where the most important information (or what might even be considered the conclusion) is presented first. This captures the audience and also sets the tone for the discussion

Prepping for the Interview

• Dressing – Ask the journalist what colours to avoid. Different studios have different sets and there are some sets that don’t work well with bright colours especially white. Green can be used to put memes so avoid it as a solid colour
• Be early – ensure that you get to the studio early enough for briefing, networking with fellow panellists, make up, getting miked up, etc

During the Interview: Your Voice and Gestures

• Always have something new to say because you are a thought leader. Have references feel free to cite your own work. In short, be prepared.
• Closely related to having something new to say, it helps extremely to also have (where possible) an anecdote or a ‘did you know’ statement followed by something novel or exciting or only known to industry professionals to share during the interview. Sharing of an exciting piece of information that might not be generally known to the wider public goes a long way in inviting the excitable audience to be keen throughout the entire session in the hope of you dropping another piece of exciting industry-specific knowledge that they might not be aware of. This also helps to generate further exciting discussion with the interviewer, dispel myths and typically preserve the attention of the audience almost throughout the session.
• Be objective. Avoid biases, controversial statements that may be blow out of proportion. However, is there are references even if controversial feel free to use them and mention that it is a controversial point. Avoid being personal in any assessments you make during the interview and instead try and speak in general terms or statements where the situation or a question within an interview tries to box you into going personal. You do not want to get sued!
• Avoid using too many word fillers – ah, um, like, etc –this can be annoying, especially where they are too repetitive since as a result you may come off as either unprepared or lacking in confidence
• Avoid saying ‘no comment’ – why are you there then? You could start with ‘this is quite a controversial or sensitive issue….and my understanding is…
• Avoid starting your sentences with ‘I think’ – just get to the point and quick phrase almost like a subheading in your written pieces may be an interesting opening phrase
• Gesture naturally and beware of nervous habits.
• Avoid as much as possible staring directly into the camera and instead while speaking stare at your interviewer instead. Staring directly into the camera would have the final result appearing as if you are reporting directly to the audience instead of the appearance of having a discussion with the interviewer. However if you want to engage with the audience do speak periodically facing the camera.

Your overall focus should be therefore on:

1. Perspective

Journalists look for ways to incorporate your work into their news. Therefore, as a researcher you would need to have done keen research on the subject and have a perspective that agrees or in certain instances oppose their line of thought. This way, the journalist is sure that they will elicit conversation from that piece of news.

2. Giving Information

A journalist would also seek out a researcher to be part of their work because you understand the subject being spoken on and are able to break it down for their audience. Therefore, it helps to simple, clear and concise. Be open to explain your points especially in fairly technical subjects.

3. Impact and Solutions

Journalists may want to understand the emerging trends on the topic and the impact it would have on the community in future. Therefore, be ready for questions like, what do you foresee on this matter five years from now and how can it be achieved. You have your research plans keep them in mind when speaking so that the process is mutually beneficial for your future. Be up-to-date with current trends, themes and issues since this would make your contributions relevant and audience friendly.

4. Confidentiality and Conflict of Interest

Journalists give information but also want to give exclusives and the information that is likely to catch a listener’s ear. The downside is that what you share becomes aired therefore it is important for academics to understand what can be shared and what cannot and make it clear before the interview.

5. Translation

Journalists working on multidimensional themes often approach interviews from multiple angles, to draw a 360-degree image of their story. Researchers however, often focus on one theme and develop it. To make your work consumable by journalists, find cross-cutting themes to which your work could give insight. This makes your research translatable across different issues and more adaptable to various audiences.

6. Attentiveness

An interview is like a dance, where one party leads and another follows. During the interview, allow the journalist to lead by asking questions after which you give a well-reasoned reply, backed by your research and the available data. However, remember you are the expert, therefore, always be ready to correct any incorrect suppositions and set the record clear.

Be Natural! You got this!

We hope this piece proves useful and helps to better showcase the extraordinary wisdom that researchers hold!