You send us your thorniest research communications questions and we answer them.

Dear PRB,

I want to talk to reporters about my findings, but I’m worried they’ll twist my words, make clickbait headlines, or completely misunderstand my complex research. How can I work with the media without losing my mind (or my reputation)?

Signed,

Anxious Academic

_______________

Dear Anxious Academic,

Your anxiety about engaging with journalists is completely understandable; many scientists share these concerns, especially when dealing with complex demographic data that can easily be misinterpreted or sensationalized.

The good news is that with some preparation and the right approach, you can build productive relationships with reporters while protecting the integrity of your research.

Here are some tips:

Build relationships BEFORE you need them. Don’t wait until you have a new study to contact reporters. Find journalists who cover your field well and invite them for coffee. (Science journalists at reputable publications tend to be better equipped to handle nuanced research findings.) Get to know their style and help them understand your work. When deadline pressure hits, you’ll have trusted allies.

Are you about to release a new study with policy-relevant findings? Consider reaching out to journalists proactively, rather than waiting for reporters to find you. A brief, jargon-free email explaining why your research matters to the public can open doors. University press offices can also help connect you with appropriate media contacts.

Build your media presence gradually

• Start with institutional newsletters or blogs.
• Use social media to communicate research to the public.
• Follow journalists you like on social media and comment on their posts.
• Consider writing op-eds on topics you’re passionate about.

Be strategic about who you talk to. You don’t have to say yes to every request. Research the reporter and outlet first. Do they cover your topic fairly? Do they seem genuinely interested in accuracy, or are they fishing for predetermined conclusions? It’s okay to decline if you smell clickbait.

Prepare your “greatest hits.”

• Develop 2-3 key messages you want to convey, regardless of what you’re asked.
• Avoid academic jargon and practice explaining your findings in everyday language. (Think of a curious neighbor as your audience.)
• Prepare sound bites—punchy, accurate ways to describe your research that won’t get mangled.
• Consider doing a mock interview with colleagues to get comfortable with the format.
• Use active voice and concrete numbers (“1 in 4 people” vs “25% of the population”).
• Have simple explanations ready for your methodology without getting into the weeds.
• Have real-world examples or analogies ready to illustrate abstract concepts.
• Have some supporting materials on hand, like simple charts or tables that reporters can reference to minimize errors.
• Prepare for the “So what?” question: Why should people care about your research?

Protect against misquotes and potential misunderstandings up front. Preparation is your best defense. Before any interview, distill your findings into two or three key takeaways that you can articulate clearly in everyday language. If there’s an obvious way your research could be misinterpreted, say so directly: “A common misconception might be X, but what this actually means is Y.”

Keep your responses concise, especially for broadcast media. The shorter and clearer your statements, the less likely they are to be taken out of context.

Embrace uncertainty as a strength. Good reporters appreciate it when you acknowledge the limitations of your knowledge or research. Never say “no comment.” Instead, explain briefly why you can’t answer certain questions. For instance, “That’s outside my area of expertise,” is much better than stonewalling.

You can also redirect the conversation: “I can’t speak to that, but what I can tell you is…”

Don’t disappear once the interview ends. If you realize you misspoke or forgot important context, call back promptly with corrections or additional information.

When stories are published, provide positive feedback to reporters who do a good job—they rarely hear praise and will remember you favorably for future stories. If errors appear, contact the reporter immediately; corrections are often possible and prevent misinformation from being repeated.

Remember: getting quality information to the public is worth the risk!

This article was written by Mark Mather, Associate Vice President of Programs at PRB.