The general media and science are truly an odd couple. Important details often get lost in translation, and sometimes the reporter himself is lost in the mazes of our architectures. In my run-ins with the media, I’ve come to understand a thing or two on how the general media can help you, and how to deal with them for maximum benefit to yourself, your project, and to the readers. Here’s a some basic advice for young scientists, making their way up the academic ladder.

Over the years I’ve been interviewed, made several appearances on public television and published articles of my own. Admittedly peanuts compared to a matured scientist, but enough to be able to give some pointers, and more importantly for this article: from the standpoint of a young scientist.

So let’s start with the first and very important point:

What Can You Gain From Media Exposure?

Aside from our intellectual vigor, there exists an extremely potent, universal currency for indirectly excelling yourself and your academic career:

• Other People
• Your Reputation

Obviously, these two are intertwined. A healthy reputation will leave people more open to you, and the more people you know will aid your reputation. With attention come opportunities, for as we all know, people make things happen.

People are everything. People write the books you study, people give you grants, people write the software you use and give you advice. People build the machines you use, disprove your work and improve your work. With people’s attention opportunities arise. Consequently you get more freedom of choice.

While we might have a very vivid idea of what our projects are, what we need to carry them out and exactly who can help, it’s very likely that there are things out there we haven’t thought of. The general media is the gateway to people in general. The world is a large place, and different people have different mindsets and perspectives. People from corners you never would have thought existed are liable to contact you, offering friendship, suggestions or asking questions (investors, for example). It’s these unobvious ideas and opportunities that the media can serve you, fresh on a silver platter.

Last but not least, publications in the media can work like a stamp of approval. While the ultimate stamp of approval lies in the quality of your work; good media coverage implies that there’s something to you and your project. Consequently, it can make it easier for you to make contacts and get grants.

Of course, the media can also hurt you, so be careful. It’s not a toy.

What Does the Media Gain From You?

Why should you care, right? Wrong. If you understand what their gain is, you’re more likely to (a) get attention in the first place, (b) get good coverage, and (c) have an overall pleasant experience.

The obvious answer is that the media wants something from you that people will want to hear about. A larger audience is their ultimate goal. But the question doesn’t necessarily apply more to the media in general than it does the actual reporter you’re dealing with. Try to understand what it is that the reporter wants from you. Does he want excitement? Pretty pictures? A technical explanation? A story about you, the learning process, failures? A story about success?

Depending on what kind of a medium you’re dealing with, you might have limited options of getting to know the reporter. In that case you’d have to resort to the sterotypical goals of the media to understand them. But often the reporters reveal a lot with the questions they ask, so try to understand their motives for asking them, so that you can anticipate the direction he’s taking you in (knowledge is power).

Stay tuned for Part II.