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Reaching Policy Makers: Navigating Media

In her presentation, Karin Rush-Monroe, Interim Deputy Director of Public Affairs at UCSF, discusses the vital role of media in shaping public policy. Media serves as a bridge to policy makers across local, state, federal, and global levels, engaging influencers and the general public. Addressing the modern crisis of misinformation, she emphasizes the importance of credible sources and clear messaging. Effective communication relies on understanding audiences, tailoring stories, and utilizing various media formats to amplify impact and advocacy in areas such as public health.

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Reaching Policy Makers: Navigating Media

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  1. Reaching Policy Makers:Navigating Media Karin Rush-Monroe Interim Deputy Director, Public Affairs UCSF Strategic Communications and University Relations

  2. Why Work Through Media? • Media is a bridge to policy makers • Local, State, Federal, Global • Reach influencers • General public • Online communities • Patient advocacy groups e.g. AIDS, breast cancer • Control misinformation

  3. The Modern Crisis of False or Confusing Information • Power Lines and Cell Phones Cause Cancer • NO EVIDENCE • Flu Vaccines Cause Influenza • COMPLETELY FALSE • Treating Lyme Disease w/ Long-term Antibiotics • NONSENSICAL AND DANGEROUS • Routine Mammography Begins at 50 (not 40) • CONFUSING TO PUBLIC • HIV Does Not Cause AIDS • OVERWHELMING EVIDENCE TO THE CONTRARY • MMR Vaccines Cause Autism • UNSUPPORTED BY DATA

  4. Evolution of Relaying News • Town crier • Telegrams • Radio • Television • Multiple channels/multiple screens • Internet • Social media • Television on iPhone • Etc…..

  5. Journalism Has Changed •Unbiased – opinions saved for editorial page • Today, anyone can call themselves a journalist • bloggers • advocacy websites – Change.org • obvious bias e.g. Fox News, MSNBC • aggregators e.g. HuffPo, Patch.com • Technology - consumers have more access and the ability to create their own news

  6. Today’s News Environment • Flood of information with more choices • Targeted channels, publications • Intense competition to stand out • Social media driving faster pace • Example: Three decades/three weeks

  7. Basics Still Matter Effective communications still rely on basics • News from traditional sources • Good writing • Key messages • Short, pithy, easy-to-grasp points • Relevancy • Why should anyone care? • Who does it affect? • What do you want them to take away or act upon?

  8. Basics Still Matter • Credibility of message and messenger • Ex. Scientists versus Celebrities • What makes it news – unique, first • Tie to an external issue • Affordable Care Act • Secretary of State Clinton’s blood clot

  9. Case Study: The Press Release

  10. Case Study: The Press Release

  11. Know Your Audience Who do you want to influence? • Demographics are important • language, age, education, etc. • Who is a credible messenger for your audience? •How do they get their news? •  Where do they live?

  12. Know the Media • Respect journalists’ deadlines • Intense pressure to produce more stories quickly • Generalists, freelancers • Research a reporter’s past stories and his/her publication • Prepare • Anticipate (sometimes tough) questions & answers • Understand the reporter’s audience

  13. Stories Tailored to Audiences….

  14. They Want Stories—Not Messages

  15. The Medium Matters • Offering multi-media visuals, graphics and video) increasingly important as media outlets combine • Online/social media • Visuals and graphics • Radio • Short sound bites or forum for discussion? • Television • Appearance counts • Print • In-depth, visuals and graphics

  16. Videos and Graphics Help Tell Story SOURCE: http://www.ucsf.edu/news/2012/04/11868/how-selective-hearing-works-brain

  17. Videos and Graphics Help Tell Story

  18. Videos and Graphics Help Tell Story SOURCE: Das et al, PLoS ONE (2010)

  19. How Do You Reach the Media (and How Do Reporters Reach You?) • Journal publications • Partnerships & Resources • Develop relationships within university or company with Media Relations/Community & Government Departments • Stakeholders with shared interests e.g. communities/advocacy groups, news distributors • Establish expertise with reporters

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