Nurses’ Notes

Informing the Public about Nursing Research Jacqueline Clinton

itizens are intensely interested in C information that affects their ev- eryday lives and they are interested in local issues and in local resource per- sons who are doing something about their concerns. Individual nurse re- searchers thus have ready access to the public; unfortunately researchers often do not know how to go about informing the public of their work. This note for nurses offers a few suggestions about communicating nursing research to the public.

First, there is the press release for lo- cal or national news media. Make it a habit routinely to prepare releases de- scribing your research. Press releases should not be confined to completed studies because the public is interested in ongoing research and the opportu- nity to participate. Assistance from someone with previous experience in preparing press releases may be helpful.

A press release should emphasize the human interest aspects of the research. How serious is the problem you stud- ied? How many citizens does it affect? Are any of them vulnerable or under- served populations? Does your research help to prevent the problem from occur- ring? Did you come up with a better way to alleviate suffering or improve quality of life? Is it expensive? Where can a person get more information on this? Have your findings been con- firmed by other scientists? These ques- tions should be addressed routinely at the beginning of a release. The lay pub- lic rarely wants to hear details about re- search designs and analysis techniques. The burden of communication is the re- searcher’s: avoid the use of technical or professional jargon. It is unrealistic to expect the public to work hard for meaning.

Do not underestimate the impact of examples and anecdotal reporting. Indi- viduals are interested in other individ- uals, and their experiences and events. Highlights of selected studies can be shared while maintaining the confiden- tiality of research subjects.

The public is also interested in know-

ing about funding sources and organi- zations that provide in-kind support for health-related research. They like the image of a socially accountable scientist who puts public dollars to good use. Ac- knowledgments of in-kind support from local agencies also project positive images of these organizations, encour- aging further involvement in and sup- port for nursing research. Avoid the appearance of being a self-serving rep- resentative of the nursing profession. However, if you point out that other nurses are also studying the problem, the public gets a better sense of the im- portance of the problem to nurses.

If the target audience is local citizens, send news releases to area newspapers and to local radio and television sta- tions. Consider the characteristics of the subjects who participated in the study and identify particular radio and televi- sion programs that draw audiences who fit the study’s population. In most in- stances each medium has a specific indi- vidual assigned to cover health news. Find out who these individuals are and send releases directly to them. Follow up mailed releases with telephone calls alerting media personnel to the study and its significance to their audience. Keep a card file on media personnel who respond so that they can be con- tacted for future news releases.

f wider national exposure is the goal, I send news releases only after the study is completed. Begin by sending the release to the Associated Press or United Press International. Local news- paper personnel may be helpful in this process. Newspapers with wide circula- tions such as The New York Times often have “stringers” in local communities who cover news; refer to local newspa- pers or the telephone book to identify these stringers and send the release to them also. The Cooley Radio’ Network disseminates news releases throughout North America; researchers can gain direct access to the radio public without leaving their offices, since most live ra-

dio interviews can be scheduled in ad- vance and be conducted by phone. Call-in radio shows where listeners have an opportunity to talk with a researcher are perhaps the most direct link that nurses can have with a large public audience.

If news of nursing research has ap- peared in newspapers or on the radio, it is likely that television stations will be interested. Time your news releases so that they will be available to media per- sonnel during two weeks following their appearance in the press. It is crucial to establish an alert and responsive com- munication network in the work set- ting. If you are out of town at a meeting or conference, have all media calls for- warded and be willing to leave the meeting to respond to the call. Keep in mind that most television news person- nel believe that news gets old fast. This is especially true of those working in na- tionwide television newscasting. If an individual is invited to present research on national television, most often the event will occur in the next few days or not at all. Be prepared for rapid sched- ule changes by planning ahead for co- workers to cover job responsibilities in your brief absence. Finances should not be a concern since national television news organizations are accustomed to paying in advance both airfare and ho- tel bills.

There are risks in the use of mass me- dia, but they are controllable when one is familiar with the nature of news me- dia personnel and their mission. News journalists are much like scientists; they seek out multiple sources and use vari- ous methods to get at the truth. There- fore you can enhance your credibility by providing journalists with names and

JilCqUBllnB CiintOn, R.N., Ph.D., F.A.A.N. R ~ O , Era NU, is Professor and Dlrector, center for Nursing Research and Evaiua- tion, School of Nursing, university of Wisconsin-Mliwaukee. Correspondence

waukee, wi 53211. to the School Of NUKhlg, BOX 413, Mil-

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Volume 18, Number 3, Fall 1986 l.&l 1 3 1

institution affiliations of other scientists working in the same area of inquiry. Often other scientists are contacted by journalists to validate findings of a study being considered for news cover- age. Conveying respect for journalists and the important work they do for the public is essential if we are to develop a positive public image of nursing re- search. Often this respect is reciprocat- ed in the form of an invitation to review and edit the news reports. This privi- lege should never be requested or de- manded, however, because it will be interpreted as an attempt to control the journalist. Instead, direct your energy toward controlling your own behavior. For example, assume that there is no such thing as off-the-record comments. Assume that all that is said may appear in the media and respond to questions accordingly.

Be aware also that reporters work un- der severe time restrictions, and both parties are expected to operate within these limitations. For example, the time devoted to most ordinary news stories on national and local television is three minutes or less. For an effective presen- tation, the researcher must be well or- ganized and prepared to respond to questions with brief, concise answers. It helps if the reporter supplies a list of in- terview questions ahead of time; you can practice answering the questions with a timer. Major research findings and practice or policy implications should be highlighted. During the actu- al media interview, one can depend on the reporter for cues when more elabo- ration is necessary and time permits. It is better to err on the side of brevity and be asked for additional information than to be interrupted on the air be- cause time has run out.

Comments from a research subject have especially great impact on other members of the public. When a re- search subject and investigator together present a study in the mass media this gives the most positive image possible. This can be easily arranged, but a word of caution is warranted. Journalists of- ten inquire about study subjects whom they might contact to get the “inside scoop.’) They are also accustomed to being told that human subject protec- tion guidelines prohibit an investigator from revealing subjects’ identities. You can do two things to encourage subject participation in media events without violating confidentiality: contact the subjects to ask if they would be interest- ed in participating in the media event,

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and provide the reporter’s name and telephone number for those subjects who may be interested in participating so that they may initiate direct contact. Or one can plan ahead by asking se- lected subjects if they would like to par- ticipate in possible media events and asking those who agree to write their names on cards in a media file for fu- ture reference.

One final note on minimizing risks. Nearly d call-in radio talk programs have a few “chronic callers” who seem to thrive on harrassing guests on the air. Prepare for such an encounter in two ways. First, have colleagues role play an encounter and practice respond- ing to their comments. Second, make it a habit to ask the talk show host ahead of time about chronic callers and seek the host’s advice and assistance.

n addition to mass media presenta- I tions, booklets or flyers that describe nursing research activities at an agency are an effective way to inform the pub- lic. A representative from the agency’s public relations department should be consulted to advise on layout, language and overall packaging. Photographs and art work enhance promotional ma- terial; action pictures showing nurses conducting or applying research with clients are more effective than portrait photos. Research findings are better summarized on graphs rather than in narrative or tables. Colored print, even if limited to major headings, is more eye-catching than black and white print. Investigate production and distri- bution costs early, along with alterna- tive sources for funding. Finished materials can be distributed to clients, preferably in their admission packet of information; to voluntary health and lay organizations in the community; and to the local press, radio and televi- sion stations.

You can also inform the public about nursing research through face-to-face involvement with community members. For example, the lay public can be in- cluded on nursing research committees and invited to nursing research confer- ences. Representatives of local volun- tary health organizations who are interested in the research problems be- ing presented, community initiated self- help groups, local legislators, other elected or appointed officials concerned about health, professionals in other health-related disciplines and represen- tatives from the local mass media should always be invited to research

presentations. Send them a letter of in- vitation accompanied by a brochure describing the program of presenta- tions, and follow up with a telephone invitation. When an individual accepts, assign someone on the planning com- mittee to escort that person to the event. If a luncheon is planned as part of the conference, arrange for each communi- ty guest to be seated next to a nurse whose research is related to that individ- ual’s area of concern. You might also ask community members to be on the program as respondents to selected nursing research presentations. Some could be asked to deliver welcome or closing remarks for the affair. If news media personnel attend, plan to have at least one member of the planning com- mittee inform them of the events of the day and help them contact nurse re- searchers whose work may interest them.

Dissemination of research interests and findings to voluntary community organizations is another avenue for in- forming the public about nursing re- search. Unfortunately, many of these organizations hear from nurse research- ers only when they are seeking funding for a project, and often they have no nurses on their governing boards or sci- entific review panels so their knowl- edge of the value of nursing research is sketchy. Yet such organizations wel- come new information from those who share common interests and concerns. It is wise to mail out routinely abstracts of completed and ongoing research or, better still, make a visit to chief execu- tive officers of local organizations to de- liver material in person. Specify the implications of your research for the or- ganization’s service population, and ask to present your research at a board meeting. Explore ways in which the or- ganization may facilitate the dissemi- nation of your findings, for example, newsletters sent to the general public, posters or bulletin boards located in lobbies or meeting rooms and oral pre- sentations at general membership meetings. Be willing also to assist the organization in achieving its goals.

The benefits of an informed public will far outweigh the collective risks that nurse scientists take when they go pub- lic with their research. Don’t forget that the “public,” as legislators and other persons of influence, determine the public policies that support nursing and nursing research. A public accurately informed is likely to appreciate nursing.

I L L IMAGE: Journal of Nursing Scholarship