Talking to the media
We’re always happy to hear about scientific advances and innovation. We work closely with the CRCHUM’s research teams to promote research news. However, not everything is suitable for media exposure. With 480-plus researchers working at the CRCHUM, we have to be selective.
We therefore prioritize the breakthroughs and innovations that are most likely to interest audiences that we strategically target. Our promotion and distribution strategy is determined on a case-by-case basis, taking into account the following criteria, among others:
- Timing — Currency is extremely important for journalists. There is little chance that they will cover a study that was published weeks before they became aware of it. The earlier we are informed, the more likely we will be to do something. For an article, the best time to contact us is when it is accepted for publication;
- Value of the information — The first thing journalists ask themselves: will the information interest our readers/viewers/listeners? Most of the time, a good story consists of simple ingredients: a human touch, a potential impact on people’s lives, a controversy, a wow factor or resonance with current events;
- For medical research, we need to know what stage the research is at and check to see whether a new discovery could have a demonstrable impact on patients’ lives. Remember: a promising new therapy in the laboratory doesn’t have the same value in the eyes of journalists as the positive results of a clinical trial.
One thing is certain: working with the media requires time, availability, involvement and outreach efforts.