Academics (4)

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How can the relationship be improved between journalists and academics?

There needs to be a better understanding of what each other’s role is and what the limitations are of each job.

Professors want more time to prepare for interviews; journalists want more information of what’s going on at the universities.

Constructive suggestions offered at a recent symposium in Saskatoon included:

Academics shouldn’t ask to see stories before they’re printed, but if journalists are unclear on certain details (e.g. medical or scientific terms), they could phone up the people they interviewed, to check for factual accuracy.

As government makes necessary cuts to spending, what can be reduced or restructured in the budgets for agriculture?

Journalists could fax news releases or other information they might have that the academics could then read and comment on. Provide time for the professor to prepare for the interview; but appreciate the deadlines facing the journalist.
Academics should ask and clearly understand the agreement they have regarding the interviews: are they on or off the record? Backgrounders or not for attribution?
The public relations office could provide an updated media guide to help journalists. Contact the media perhaps on a monthly basis to let them know of various research projects going on, and important dates and events to watch for.

If different people can be used as resources on various topics, let the media know who the specialists are. Make sure they’re good communicators and willing to talk on the record or on the air.
Journalists shouldn’t always believe all the stories on the wire services or the people who contact them as “experts.” Check the credentials, phone sources directly to see if the facts are as reported.
Media outlets should inform universities who their own experts are – what are reporters’ beats, and who specializes on certain topics. There should also be a list of the editors (i.e. news editor, section editors, agriculture commentator).