Media Relations 101 session for translational research fellows at Columbia University Medical Center. All rights reserved. May not be republished or used in any way without permission of the author.

1. Making your point in a challenging
media environment: Steps to avoid
risks and improve outcomes
Doug Levy JD MSJ
Exec. Dir., Communications & Public Affairs
Columbia University Medical Center
April 17, 2012

2. Disclosures
• Opinions expressed are my own and do not represent
those of my employer, Columbia University.
• My previous consulting clients include academic institutions
and commercial entities, including Pfizer, Novartis,
Genentech.
• I am a minor stockholder of Omnicom, an advertising holding
company.
• No animals were harmed during the research and testing of
this presentation.
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3. What is the media in 2012?
• Major newspapers and their websites
• Wire services (AP, Reuters, Bloomberg)
• 24-hour news networks and their websites
• Legacy TV networks and local affiliates
• Online publications
– TheHeart.org, WebMD, etc.
– Local news sites
– Individual blogs
– Everyone who uses Facebook, Twitter, etc.
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4. Easy step for media and public speaking success:
• Prepare the same way that you prepare
before entering an exam room or talking to
patients or their families
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5. Five basic rules
①Think presentation not conversation
②Have a clear message in mind
③Know what the audience needs to hear
④Anticipate obvious & oddball questions
⑤Silence can be your friend
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6. Communicating science
• Understand the difference between
accuracy and precision
• Tailor your details to your audience and the
type of interaction you are having
• For a general audience, rounding numbers
and using analogies can help make your
points clearer.
– “About 7 out of every 10 people…”
– “The prevalence was 0.652.”
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7. Clear science communication is a
desirable skill
• Understand your forum and your goal
• Don’t worry about “sounding dumb” by
translating your research into plain
language or concepts that everyone can
understand
• Save the technical words for your
professional presentations
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8. Some things NOT to do:
• Don’t guess, speculate or test your memory
• Don’t go “Off the record” or “on
background”
• Don’t criticize another person’s character
• Don’t speak when you are unprepared or
unfocused
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9. Some Things To DO:
• Get your facts together
• Find out as much as you can about the
reporter and the reporter’s publication
• Know your goal for the interview
• Make some notes
• Collect your thoughts
• Take a deep breath
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10. Before engaging the media, know your goals
• Every public or media interaction should
have a measurable purpose
– Behavior change
– New policies
– Research funding
• The news media is not always the right
conduit to your audience
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11. Know your SOCO
• Single
• Overriding
• Communications
• Objective
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12. Elements of your SOCO
• Key point or objective. What is the most significant point
in the message?
• 3-4 facts or statistics (e.g., how many people may have
been affected?)
• The primary and secondary audience. Who are the
populations of interest?
• One key message (e.g., the patient is currently
undergoing treatment.)
• Contact information. Who can be reached for more
information?
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13. Example of a SOCO and a key message
Educating people about this study’s
results should motivate them to reduce
sugary beverage consumption.message:
If you quit drinking sugary soft drinks, your
risk of heart disease will go down
significantly, and the benefits are almost
immediate.
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14. Elements of a good key message
• Simple, clear, direct
• Credible
• Relevant
• Supported by facts
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15. Don’t repeat “loaded” words
• http://youtu.be/uxJyPsmEask
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16. Know what you are getting yourself into
• http://www.thedailyshow.com/watch/wed-
october-26-2011/weathering-fights---
science---what-s-it-up-to-?xrs=share_copy
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17. Key messages “in action”
• http://www.colbertnation.com/the-colbert-
report-videos/379252/march-29-
2011/anthony-fauci
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18. More information
• Tips for Successful Media Interactions
handout: http://bit.ly/sEn35g
• “Sharing Your News” section at:
http://cumc.columbia.edu/newsroom
• douglas.levy@columbia.edu
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