Americans learn much of what they know from the news media, and newspapers, television and radio have great influence on public opinion. Research provides a unique opportunity for educators to cultivate and educate the media on diversity issues, and therefore reach new and larger audiences with important messages. Positive coverage of campus diversity, however, does not come automatically. Any news story must be unique or important in some way. In addition, it is important to consider how material is packaged for reporters.
Journalists approach information differently than academics do.
For the most part, they do not have the luxury of time to read long, complex studies. Developing talking points is a key first step in disseminating research through the news media. Talking points are message guidelines that help shape the text of news releases, speeches and other materials used in interviews. They should be compelling, direct, pithy, and powerful. Factual and anecdotal evidence will add meaning to your messages.