Reaching “An Audience That You Would Never Dream of Speaking To”: Influential Public Health Researchers' Views on the Role of News Media in Influencing Policy and Public Understanding

Abstract

While governments and academic institutions urge researchers to engage with news media, traditional academic values of public disengagement have inhibited many from giving high priority to media activity. In this interview--based study, we report on the views about news media engagement and strategies used by 36 peer--voted leading Australian public health researchers in six fields. We consider their views about the role and importance of media in influencing policy; their reflections on effective or ineffective media communicators; and strategies used by these researchers about how to best retain their credibility and influence while engaging with the news media. A willingness and capacity to engage with the mass media was seen as an essential attribute of influential public health researchers.3

Cancer beliefs and prevention policies: comparing Canadian decision-maker and general population views

“…Research on the importance of media policy influencers is also increasing. In interviews with 36 top Australian public health practitioners (including experts in alcohol, obesity, and tobacco control), Chapman et al [24] explained how participants viewed the reach of media as surpassing any academic forum for research dissemination and policy influence. Tan and Weaver [25] corroborate that finding quantitatively, reporting a significant, strong, and positive correlation between newspaper coverage and the introduction of bills in the legislature of 14 observed American states between 1989 and 2006.…”

News Media Reporting on Substance Use Among People of African Ethnicity in Three Australian States, 2003-2013

“…Building ongoing relationships with alcohol and other drugs experts will enable journalists to access appropriate expert sources as needed, resulting in the writing of more balanced and informed articles. Importantly, research shows that public health researchers consider engaging with the media to ensure accurate reporting and appropriate framing of health issues an important component of their role (Chapman et al, 2013), suggesting they would be interested and willing to develop these ongoing relationships with media partners.…”

Socio-economic dynamics and innovative technologies affecting health-related lipid content in diets: Implications on global food and nutrition security

“…More researchers have questioned the accuracy of reporting and misrepresentation of research evidence in media as a great threat to acceptance of scientific outcomes by the general public (Chapman et al, 2014). Furthermore, strong authoritative statements and recommendations given by news media lack scientific basis and are reported as fact especially when reporters fail to read the research thoroughly and understand the statistical models involved (Goldberg & Hellwig, 1997).…”