Media Relations
Cornell Lab Media Relations promotes faculty and staff research and expertise, manages media inquiries, identifies and writes conservation impact stories, monitors and tracks media hits and breaking news, and provides science communication support.
Cornell University Media Relations promotes faculty and staff research and expertise, and services media requests. Their team can help with mock interview practice in the broadcast studio, provide support for writing op-eds, and help prepare for interviews. Kathi Borgmann liaises with the University media relations team, particularly with high-profile outlets, so feel free to contact Kathi first and she can route your request or handle internally.
Criteria used for promoting research, products, or events
The type of coverage (see lists of options below) will be determined by the Lab’s communications manager, editorial team, and Cornell University media relations based on the following criteria along with consideration of timing and bandwidth. If you’ve submitted a paper, have an upcoming expedition, are launching a new product, or have upcoming newsworthy research, please fill out the form and select media relations ticket.
Research that represents a significant development from the Lab that is timely and advances the Lab’s science to action and other strategic priorities is likely fit for significant publicity. Additional considerations include whether the research is (1) related to current events, (2) counterintuitive with findings contrary to what is currently known, (3) impactful for society or conservation, (4) compelling for a broad audience, (5) supported by new findings that have never been thought of before, or (6) enhanced with multimedia that draws attention. If a topic doesn’t meet these criteria but is of particular interest to the Cornell University community, we may pitch it to the Cornell Chronicle.
Options
- Press release with pitching to top-tier media outlets
- Cornell Chronicle article
- Living Bird article
- Plus Tier 2 options
Research results, product launches and updates, and other news that foster strategic engagement or action among the Lab’s followers or other focal audiences but that may not meet criteria for Tier 1.
Options
- Pitch to Living Bird
- Post press release to EurekAlert (when scientific results are of public interest)
- Post press release on the Lab’s newsroom (if press release fulfills other strategic need)
- Share on your own personal LinkedIn account or via the Cornell Lab of Ornithology LinkedIn (if relevant to professional community and and partners)
- Share on Lab’s main social media channels Facebook, Instagram, and/or YouTube (if fosters strategic engagement or action)
- Publish in Around Cornell section of the Chronicle (if relevant as University news)
- Plus Tier 3 options
News, events, or updates that do not meet criteria for Tier 2 or 1.
Options
- Programs can send notices via their channels such as eNews or social media if relevant and recommended by channel manager
- Program staff can craft notices to send to a select contact list with editorial support from Cornell Lab media relations
- Program staff can add their events to local events calendars
- Individuals can share internally on the Lab’s Slack channel or email CLO-CASUAL-L
- Individuals can share externally using their own LinkedIn and other social media accounts
Frequently Asked Questions
If the request involves any politically, scientifically, or culturally sensitive topic, please forward the request to Kathi Borgmann. Otherwise, feel free to respond directly to the reporter and CC Kathi if you feel comfortable speaking to the reporter, especially if you have had prior media training. If you are unsure what to do or would like media training, please be in touch with Kathi (klb274@cornell.edu).
If you’ve submitted a paper, have an upcoming expedition or event, or have upcoming newsworthy research, please fill out the media relations notification form and attach a draft copy of the manuscript or other supporting materials such as graphs or figures. It’s never too early to let Kathi know about a publication or research expedition, which allows for advanced planning. Please also use the form if you have a product launch or event that you would like to publicize. Please note that requests for publicity are subject to certain parameters and constraints (see criteria above).
- Timeliness and relevance to current events
- Impact on society
- Novel findings or approaches
- Strong visual elements/multimedia content
Responding to media queries helps the Cornell Lab maintain its reputation as the go-to place for information on birds, biodiversity research, and conservation, and enables you to be known as a thought leader. To help us coordinate media requests, please fill out a short expertise survey to indicate your expertise and willingness to respond to media inquiries.
- Help raise your own personal profile, establishing your reputation as a recognized expert or commentator in the field
- Increase awareness and support for the Lab’s mission
- Help to raise the public profile of your discipline
- Help raise funding for research and engagement
- Let your peers know what you are up to
- Engage with audiences outside of Cornell and academia
Cornell University has a broadcast studio with state-of-the-art equipment to help you sound and look your best. Contact Kathi to coordinate working with the broadcast studio.
Contact Kathi (klb274@cornell.edu) and she will work with you and Cornell University media relations to help you write an op-ed.
Tools for media interviews
These tools can help you prepare for media interviews and define your main take home messages.
Media relations 3×3 message template
Write down three key messages and three key quotes that are short, catchy, impactful, and interesting for the specific audience you are engaging with.
Specific Audience:
Specific Question:
| Key Message 1: | Key Message 2: | Key Message 3: |
| Supporting information : | Supporting information: | Supporting information: |
| Supporting information: | Supporting information: | Supporting information: |
| Supporting information: | Supporting information: | Supporting information: |
COMPASS message box
The COMPASS message box is another that tool that can help organize key messages in a clear, concise way. For more detailed instructions on how to use the tool, click the link below.
Tips for communicating with journalists
Interview best practices
- Prepare three key messages ahead of time
- Be brief and avoid jargon
- Stay calm when handling difficult questions
- Remember, everything is “on the record”
- For TV/video: wear dark, neutral colors and maintain eye contact
How to handle difficult questions
Do:
- Keep calm
- Be brief—we live in the age of sound bites
- Be politely assertive, correct errors
- Avoid confrontational body language if on camera
- Say “I don’t know” and follow up
- Incorporate transition techniques (see below)
- Answer questions briefly
- Follow up with key messages
Don’t:
- Argue with the reporter
- Say “no comment”—this can invite suspicions
- Speculate
- Respond to “third party allegedly said” questions
Transition examples
- “The most critical point to remember is…”
- “What I found in my research is…”
- “That’s an interesting viewpoint, what I can tell you is…”
- “That’s a great question for policymakers, what I can say based on my work is…”
- “I cannot speak for (X) person, but what I know is…”
- “I can tell you what we know for sure, which is that we’re focusing our efforts on…”
- “This is something that’s worth looking into…”
- “I would describe it differently, (your key message)…
- “That’s an interesting point of view. My research though suggests…”
- “I think it would be more accurate to say…”
Controlling the conversation
- You’re in the driver’s seat, you’re being interviewed because of your expertise
- Everything you say is reportable, don’t say anything you wouldn’t want repeated
- Know your talking points, don’t be afraid to repeat your message
- Be yourself, personality is important
General questions to prepare for
- Why does this study matter?
- Why did you want to do this study?
- What inspired you to work in this topic area?
- How does this study relate to your other work?
- What was your role in the study?
- What surprised you the most?
- What is most interesting to you?
- What comes next?
Tips for Zoom interviews
Equipment:
- Use a computer, tablet or smartphone with a camera and microphone
- Make sure everything is fully charged or plugged into an outlet
Location:
- Find a quiet, comfortable space
- Spaces with soft surfaces (carpeting, curtains) can help with sound quality
- Simple background
- No extraneous noise
- Direct lighting at/slightly above face
- Avoid sitting with big windows behind you
Video/sound:
- Camera at eye level
- Maintain eye contact
- Use ear buds if possible
If you don’t have access to ideal equipment or location please connect with the University Broadcast Studio to get set up.
Science communication resources
Organizations
Open Notebook—maintains a large number of free resources
AAAS Science Communication Resources
National Association of Science Writers
Association of Science Communicators
Alan Alda Center for Communicating Science
Training and professional development
Science Journalism Master Class
National Science Communication Institute
Books
“Escape from the Ivory Tower” by Nancy Baron
“Houston, We Have a Narrative” by Randy Olson