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NFPW 2002 Highlights

How to Get the Right Story to the Media

People are hungry for solid facts, but more often than not, they're confused by what they read.

"There's always a need for clarification, which is one reason we work with the media," said Cheryl Toner, associate director for health communications with the International Food Information Council (IFIC), Washington, D.C. IFIC is a non-profit organization whose focus is to communicate science-based information on food safety and nutrition to health and nutrition professionals, educators, government officials and journalists.

"People tend to trust the information they hear and read about in the media," Toner said, noting that 47 percent of consumers garner nutrition information from magazines and 87 percent of consumers consider those magazines a "very valuable" source of nutrition information. Still, there is concern that "scientists are from Saturn, the media are from Mars and consumers are from Cleveland. We're not speaking the same language," Toner said, which leads to consumer confusion.

To minimize confusion and maximize message integrity and usefulness, Toner suggests, "Start with a simple statement about whatever you're trying to communicate. Then go to supporting facts, data and statistics."

She adds that media professionals should:

• Stress context so readers understand when and how the information applies. "One study doesn't tell everything. It only tells about that study," she said.
• Recognize that scientists, special interest groups, journalists and consumers all have differing agendas.
• Use credible, accurate, reasonable, supported resources.
• Include personal or local examples.

If you're a business or organization communicator who works with media professionals, Toner says it's important to recognize factors that are most important to journalists including:

• Timeliness - News must be new.
• Proximity - News must be localized.
• Prominence - News must be tied to someone or something.
• Consequence - News must impact the audience.

Other issues that concern a journalist are meeting the deadline, getting home on time, pleasing the editor and gaining notoriety and/or promotions.

To build a better relationship with media professionals, Toner suggests:

• Identify one contact person within each medium.
• Build rapport.
• Stay in touch.
• Give a heads up.
• Offer quality, accurate information.
• Offer additional contacts/resources.
• Become indispensable.

For more information, including access to publications "Improving Public Understanding" and "How to Understand and Interpret Food and Health-Related Scientific Studies," contact Toner at toner@ific.org or visit www.ific.org.

- Colette Knutson Gjermundson