In his presidential address to the American Psychological Association in September 1969, George A. Miller, PhD, challenged the discipline to do something it had never before attempted:

That call has been cited many times since 1969 by psychologists heeding that challenge through the news media. Mainstream media offer psychologists a chance to reach audiences of massive proportions, well beyond those who attend psychological meetings and conventions or who read scholarly journals – and certainly far greater than the number of students in their classrooms. Mainstream media can deliver psychological science to everyday people in language they understand. Having reporters explain psychology to their readers, viewers, and listeners can confer legitimacy, as they are often representatives of respected communications companies or storied newspapers or TV shows.

They also can royally screw up what the research says, as they rarely possess advanced degrees in science, let alone advanced degrees in communications. They may misquote the people they interview or take their ideas out of context.

And yet, when good journalists get it right, the influence can be enormous.

Working with the media “is one of the MOST important things we do,” says Kim Gorgens, PhD, a professor in the Graduate School of Professional Psychology at the University of Denver. “I always think that if you don’t talk about an issue on air, then someone else who is less well-informed, less empathic or less genuine will jump at the chance. In that way, you can see there is a cost to forfeiting the chance to use that platform” (Reference MillsMills, 2018).

If you aren’t prepared, the experience of working with the media can be harrowing, as it was the first time child psychologist Alan E. Kazdin, PhD, of Yale University, was interviewed by a reporter (Reference MillsMills, 2016). “The topic was corporal punishment and it went horribly,” he recalls. “The TV interviewer wanted to chat about his dad and how he was beaten.”

Yet many others describe positive experiences, such as Frank Farley, PhD, of Temple University, who does scores of media interviews a year, which he describes as fun (Reference MillsMills, 2016), and Mary Alvord, PhD, a psychologist in private practice in Maryland, who says she enjoys speaking to reporters about stress and other everyday psychological issues (Reference MillsMills, 2018).

“I like speaking with health reporters about stress and psychological issues since they have a good grasp of the material,” she says. “In addition, because I always prepare a few journal articles for the interview, I offer to email those to them if they would like the info. Many are interested” (Reference MillsMills, 2018).

There are, of course, other more serious reasons for psychologists to engage with the media:

• TO HELP: Many psychologists enter the profession because they wish to help people. Conveying evidence-based psychological research results and advice to people who need it is an important task that can be fulfilled through the media.

• TO DISPEL MYTHS: Using the media to explain psychological science, practice and education can open the public’s eyes to the reasons for human and animal behavior, demystifying in the process and correcting misinformation.

• TO ELEVATE PSYCHOLOGY: While we know through polling that the public has a positive view of psychology overall, they don’t see psychology as a STEM science (Reference MillsMills, 2009). The more psychologists can describe the rigor that goes into their research, the likelier it is that more of the public will come to understand that psychology employs the same stringent scientific methods as the so-called hard sciences.

• TO BENEFIT SOCIETY, IMPROVE LIVES: Psychology offers possible solutions to some of society’s intractable problems, such as violence, poverty, racism, serious mental illness – the list is virtually endless. Working toward these goals is fundamental to the mission of the American Psychological Association and, by extension, all of psychology.

• TO RAISE YOUR PERSONAL PROFILE: Despite the pressures on many psychologists to publish in peer-reviewed, scholarly journals and to speak to august societies, being interviewed on CNN or having an essay or op-ed published in The New York Times can also be beneficial to your reputation and career.

And it’s never too early in your career to start thinking about how to leverage mainstream media. Whether you are still a student or fresh out of grad school, you can start by building a social media presence, following journalists you like and respect and even reaching out to promote your research or offer story ideas.

1. Who Are The Media?

You might think this is an obvious question, but as the media universe evolves and expands, there may be outlets you’ve never heard of that could be good venues for you to approach or work with. “The media” are no longer limited to newspapers, magazines, radio, and television, thanks to the information revolution that has occurred since the advent of the Internet (Reference Barthel, Mitchell, Asare-Marfo, Kennedy and WordenBarthel et al., 2020).

Today’s media include:

• Newspapers – national, local and “specialty,” such those that cater to an African-American, Latino or LGBTQ audience, for example

• News services, such as the Associated Press, Bloomberg and Reuters

• Magazines – on practically any topic you can imagine

• Trade publications – While there are few in psychology, such as the National Psychologist or New England Psychologist, don’t forget publications covering higher education, such as Inside Higher Education and the Chronicle of Higher Education

• Television – local, regional, and national

• Radio

• Podcasts

• Internet-only publications – e.g., Vox.com, Mashable.com, Axios.com

• Social media – Reporters extend their reach via social media; psychologists can do so as well.

As you are thinking about media to approach – or if you are approached by reporters – be aware that some outlets are better avoided because they may be too small and not worth your time; too much on the fringe or in a small niche; or too biased, whether leaning to the far left or far right. On the other hand, a niche publication may reach a small but important audience. And just because you may not have heard of the outlet does not mean it isn’t legitimate. It’s important to check into them first.

2. Breaking into the Media

Step one toward becoming a media spokesperson is to have something interesting and relevant to say. If you are a researcher, are you studying an area that would intrigue a general audience? If you are a practitioner, can you offer advice and tips based on your experience (without jeopardizing your patients’ confidentiality)? Think about how your work as a psychologist might apply to the news of the day. There is a psychological angle to almost everything in the world.

Elaine Ducharme, PhD, a licensed clinical psychologist in Connecticut, says more than 10 years ago, she reached out to a local newspaper “and asked if they had any interest in having a mental health column – and they did. So for a while, I wrote, maybe, I think it was probably monthly, a column on something having to do with mental health” (Reference CalkinsCalkins, 2019).

Ramani Durvasula, PhD, a professor of psychology at California State University-Los Angeles and a private practitioner, became interested in media when she saw a psychotherapist on TV offering inaccurate information on an important topic (Reference CalkinsCalkins, 2019).

“I thought, who gets to do this? Who even makes this decision?” she said. After she got a chance to appear on a TV show about group therapy after another guest dropped out, she started to get interview requests. Today, she is regularly consulted by all manner of media. She blogs, has a podcast, produces videos, and has become a veritable brand, popularly known as “Dr. Ramani.”

To cultivate relationships with reporters, start by following their work. Read what they write or watch/listen to their broadcasts. That will help you better understand what a particular reporter looks for to create a story. It will also avoid the embarrassment of pitching a reporter on a story that he or she has already covered, or a story on a subject they don’t cover at all. If you see a story or a report you particularly like or admire, leave a comment on the outlet’s webpage saying so. Share the story on your social media channels – you should have a social media presence yourself – and don’t forget to tag reporters in your tweets so they will be notified that you shared their work.

1. 1. Follow them on social media. Follow reporters you admire and wish to cultivate on social media. Reporters will often tweet about their work and that of other journalists – which is another way for you to become familiar with their work. Many reporters crowdsource stories on Twitter and other social media channels, which could provide other inroads for you to pitch ideas or offer yourself as a resource. Retweet their good work.

2. 2. Don’t forget podcasts. Many journalists have podcasts in addition to the other reporting they do. Listen to the podcasts of those you wish to cultivate. Offer yourself as a guest, if appropriate.

3. 3. Understand the culture of journalism. Don’t waste reporters’ time. Most reporters lead hectic, deadline-driven professional lives. They are often working on several stories simultaneously, with calls and emails out to numerous sources. Many of them work different shifts because newsrooms function around the clock. Some reporters have specific beats, or areas that they focus on exclusively, while others are on general assignment. Look up reporters before you work with them to find out what they cover. Check up on the media outlet where they work so you know if it has a political bent. Often, it’s best to pitch story ideas to reporters via email. That way, they can read your idea when they have time.

4. 4. Compliment good work, correct mistakes. If you work with a reporter on a story that turns out well, make sure to drop a note letting him or her know you appreciated the piece. By the same token, if you see an error in a story, or if you are misquoted, try to get the mistake corrected during the live news cycle, if possible, but certainly no later than the next day.

5. 5. Remember that good reporters are always working. As you become friendlier with journalists, it’s easy to let your guard down. Be careful not to say anything to a reporter that you would not want to see on tonight’s TV news or read in tomorrow’s newspaper. Even if you try to establish a ground rule that what you are saying is off the record, not all reporters will respect that agreement.

3. APA’s Media Referral Service

The Public Affairs Office within APA’s Communications Department has many longstanding relationships with journalists across the country, and even around the world. Reporters and producers contact APA daily looking for psychologist experts who can comment on or explain a broad range of topics. To assist these journalists, APA keeps a database of several thousand member psychologists who have indicated an interest in talking to media. These psychologists contact APA and fill out a form (www.apa.org/news/press/referrals) on which they indicate their areas of expertise, relevant publications and how much experience they have in working with journalists. This system enables APA to refer literally thousands of psychologists to reporters every year, resulting in news articles that reach a potential audience of billions annually.

4. How to Make an Interview a Success

If a reporter or producer contacts you for an interview, first you need to triage the request. This involves getting some basic information that will help you determine if this is an interview you want to do. You don’t need to say yes or no right away. Here’s what you need to find out first:

• What is the name of the media outlet?

• What is the name of the reporter? If you have been contacted by a TV or radio producer, find out who exactly would be interviewing you.

• What is the story angle? If a journalist gives a very broad topic, such as, “I want to talk about mental health,” dig a little deeper. What aspect of mental health? Is there something happening in the news that is prompting the request to talk to you?

• What is the reporter’s deadline?

• If the medium is TV or radio, would you be live or pre-recorded? Will there be other guests and if so, who are they? For radio, is it a call-in show in which listeners can telephone to ask on-air questions? How long will the interview be?

• Who else is the reporter talking to for the story?

Grant a request for an interview only if you want to give the interview. And don’t feel pressured to do it immediately; ask for some time so you can be prepared. You should be knowledgeable about the topic; it should be an area where you have professional expertise. Make sure to check into the outlet and determine that it’s reputable and has a reasonable audience size.

Your answers to these questions will also help you determine whether you should do the interview:

• What do you want to accomplish with this interview?

• What do you want to say about this subject?

• What do you have to gain by doing it?

It’s often a good idea to ask a journalist for questions in advance. Not every reporter will agree to this, but it doesn’t hurt to try. For print reporters, you might be able to conduct the entire interview by email. This is often preferable, especially if the topic is complex or controversial. Providing written answers can minimize the chance that you will be misquoted or taken out of context – but remember to keep your answers brief and avoid jargon.

Once you have decided to do the interview, respond swiftly – within an hour, if possible. Reporters – especially in TV and radio – work on very tight deadlines, and they will often have requests out to multiple sources. If you are slow to reply, you are likely to lose the opportunity to be part of the story.

If you decide to decline, let the reporter or producer know this as soon as possible. All you need to say is, “No, thank you.” If it’s an area outside your expertise, say so – and recommend a colleague if you know someone who would be better suited for the story. You can also refer reporters to APA’s Public Affairs Office at [email protected] or 202 336–5700.

5. The Pre-Interview: Working with Radio and TV

Radio reporters will often telephone and want to do an interview right then and there. However, there will be a few minutes of preliminary talk between you and the reporter before he or she actually begins to record your comments (the reporter will let you know when the recording will start).

These preliminary few minutes are your pre-interview. They are your opportunity to find out from the reporter what the questions will be and to think about your answers.

Set up a mutually convenient time for the reporter to call you back and record the interview.

When you receive a call from a television producer, consider your conversation a pre-interview because the producer is effectively listening to hear if you are articulate, succinct and “give good quote.” It’s also important to find out if you will need to go to a TV studio, if the reporter and crew will come to you, or if the outlet wants to conduct the interview online, via applications such as Skype or Zoom.

6. Identifying Yourself

Establish how you want to be identified. If you want to be referred to as Dr. Smith, consistently refer to yourself as that. Most media representatives will try to accommodate you, but understand that some print publications have style rules that they follow (e.g., The Associated Press stylebook excludes psychologists from being identified as “Dr.” on first reference). You may ask the reporter to identify you as a psychologist first and then subsequently as doctor.

For TV appearances, it is fine to ask that the “super,” or “lower third” – which is what they call the on-screen text that identifies the speaker – call you Dr. So-and-so. TV reporters are far more amenable to this request but they might not think of it unless you ask.

7. Ethical Considerations

It is important to use your best judgment and to refer to APA’s Code of Ethics (www.apa.org/ethics/code/index.aspx) in considering interview requests. While reporters have their own ethics codes (https://en.wikipedia.org/wiki/Journalism_ethics_and_standards), they are quite different from the canons followed by psychologists. Following are several common ethical challenges you may encounter in working with media and recommendations for handling:

1. 1. Requests to interview or discuss your patients. As a general rule, APA discourages psychologists from engaging in these practices. Among the reasons: you cannot control what the media might ask or be sure the patient understands his/her right to refuse to answer or ability to consent. Even if a patient gives informed consent to participate, how might that affect your professional relationship? Rather than discussing a specific patient, you can speak generally based on clinical experience. Another alternative is to refer the reporter to a consumer or patient advocacy organization such as the National Alliance on Mental Illness or Mental Health America.

2. 2. Interviews in relation to a high-profile or celebrity story. As you are presumably not treating the person in question, it’s important not to offer diagnoses or other opinions. (And if you were treating the person, you could not discuss him/her either because of confidentiality and HIPAA rules.) If you decide to do such an interview, explain up front that you would be speaking generally on the topic and not about the individual in question.

3. 3. Appearances on reality TV or requests to record a therapy session. Similar to challenge 1 above, consider very carefully how this might affect the patient(s) and your professional reputation. If you are seriously considering such a request, it is advisable to consult with your professional liability carrier, as well as the APA Ethics Office and/or Public Affairs Office.

4. 4. Paying to appear in print or on TV. While most media requests come from reporters or producers, you might be approached by the advertising department of a media outlet. If they suggest you buy space in their publication for an “advertorial” or that you will receive editorial coverage as a result of paying for advertising, consider the relevant portions of APA’s Ethics Code: “Psychologist do not compensate employees of press, radio, television or other communications media in return for publicity in a news item” and “A paid advertisement relating to psychologists’ activities much be identified or clearly recognizable as such” (American Psychological Association, 2017, Standard 5.02).

5. 5. Radio or TV call-in shows and on-air diagnoses. This is another area that can veer into danger as it could appear to create a client/therapist relationship during the interaction. In such circumstances, it is advisable to make clear that you are not offering treatment or a diagnosis. You can offer general advice and tips and, where appropriate, encourage listeners or viewers to see a licensed psychologist or other licensed mental health professional.

8. Avoiding Other Pitfalls

9. Answer the Question You Wish You Were Asked

Sometimes, reporters will ask you questions you don’t wish to answer – not merely because you don’t know the answer, which is fine, but because the topic is sensitive or controversial or because answering it could create a problem for you either professionally or personally. These are times where you need to bridge away from the topic. In these cases, you can use certain proven phrases to redirect the conversation. These include:

• “That’s an interesting thought, but what’s really important is … ”

• “The real issue is … ”

• “The bottom line is … ”

• “Yes, but let’s get back to the main point, which is … ”

• If you do not know the answer to a question, it’s fine to say so. If it’s a print interview and you need to look up the data or other information to answer the question, indicate that and let the reporter know you will get back to him or her with a response.

• If a reporter asks you to provide them a client who is willing to be interviewed for a story, you are under no obligation to do so. Let the reporter know that you cannot violate patients’ confidentiality as it would be unethical and a violation of HIPAA (the Health Information Portability and Accountability Act).

• Don’t repeat negatives or let reporters put words in your mouth. Reporters will sometimes ask questions in the negative (“Isn’t it true that you falsified the data in this study?”) to get you to repeat their accusation in denying it (“No, it is not true that I falsified data.”). Those types of answers often end up leading news stories and making the interviewee sound defensive. A better approach is to deflect and not buy into the supposition: “I have 20 years of experience doing psychological research and my work has been published in prestigious peer-reviewed journals.”

• Don’t nod along or say, “Uh-huh” as reporters ask you questions. If you do, you will appear to be agreeing with something that possibly you don’t. Especially in radio and TV interviews, little sounds of agreement end up seeming like needless interruptions.

• Don’t speculate. If you aren’t sure about a fact or figure, don’t guess. Even saying, “I think such-and-such” can get you in trouble. Stick to what you know.

• Don’t respond, “That’s a great question.” This phrase is usually a stall for time. It is trite and over-used. A better strategy is to pause for a moment to collect your thoughts. Keep in mind that reporters are supposed to ask great questions, even if they often do not.

• Ask to have your quotes read back to you. Print reporters will virtually never let you see their stories in advance, but many will agree to read your quotes to you before publication to make sure they are correct and in context. Especially if the topic is complicated, it can’t hurt to ask the reporter if he/she will run the quotes past you.

• Don’t whiff on the softballs. If a reporter closes by asking, “Is there anything you would like to add?” take that opportunity to repeat your main point, or add something of substance. In other words, don’t just say no. Especially with TV interviews, that last question is sometimes the one where you give your most polished answer.

10. Building a Social Media Presence

An estimated two thirds of Americans say they get some or all of their news from social media (Reference Shearer and MatsaShearer & Matsa, 2018), making social media platforms an attractive option for psychologists trying to get their messages out. Unlike traditional media where you often need to rely on a reporter, editor, or producer to interview you and develop a story that includes your work or viewpoint, social media allows you to speak directly to your audience. The trick to success is to invest the time and effort to build a following and regularly post information that will keep them interested and engaged.

Having a social media presence can also make it easier for reporters to find you.

Some general guidelines to keep in mind when using social media:

• Be brief yet clever. We live in an age of short attention spans. Make your message stand out with catchy phrases and images or video.

• Be relevant. Think about the audience you are trying to reach. Does your message affect them? Tailor your content to appeal to their interests and behaviors.

• Post often. Social media sites need to be updated regularly if you wish to build a following.

• Reach out. Social media requires socializing, so don’t be afraid to engage with your audience, make connections, and network.

• Be patient. Don’t expect instant results. It takes time to cultivate a network and following.

• Build the audience you wish to reach. If you are interested primarily in reaching fellow psychologists, go where they are and talk to them as colleagues. If you want a more general audience, go where they are but tailor your messaging to keep them engaged. Find and use common hashtags to make your content findable by others.

11. Other Options: Op-Eds, Letters to the Editor

Op-ed is newspaper shorthand for opposite the editorial because, traditionally, opinion pieces have been printed on the page opposite the newspaper’s editorials. Op-eds are not news pieces, they are the writer’s opinion, usually on a timely topic and in an area where the writer has expertise or special knowledge. If you have an interesting opinion to share and can express it clearly and persuasively in about 750 words, you may reach millions of people, change minds, and perhaps even reshape public policy. Keep in mind that timeliness is everything in the news business so try to capitalize on what’s happening in the world – or your state or town – right now.

• Have a news hook. News outlets are much more likely to accept a piece about a topic that’s in the news. Readers want your perspective on something they’re already reading about, so try to tie your topic to something already in the public eye.

• Tailor your op-ed to the news outlet’s audience. If you’re submitting to a local newspaper, they’re typically looking for op-eds that are relevant to their community, so include local influences on or consequences of the issue. You can also emphasize your personal connections – many op-ed editors prefer authors who live locally or who have other local connections.

• Consider a range of outlets and read the publications you want to write for. We all want to be published in The New York Times, but the chances of achieving that goal are extremely slim, given the volume of submissions they receive. Consider a range of outlets and get familiar with where good candidates are for you to submit your op-ed. Outlets like Psychology Today and HuffPost are always looking for content. Local or regional newspapers are also looking for diverse voices. Read the outlet to which you’re submitting to get a sense of its style, voice, and tone. Most newspapers have op-ed word limits of around 750 words, so you’ll have to be concise.

• How to submit an article. Almost all outlets post guidelines about how they prefer to receive op-ed submissions. In general, they provide an email address where you can submit the article electronically, but check first. Always be sure to include your contact information, and say whether you have a head shot of yourself available (and to which you have the rights).

• Write simply and don’t use jargon. Make your points clearly and concisely. Use short sentences and paragraphs. Think about how you would talk to your parents, grandparents, or next-door neighbor. Ask a non-academic friend to critique your draft and make sure it is free of confusing language, abbreviations, or unfamiliar terms.

• Lead with your main point. In academia, scientists lay out the groundwork that supports their ideas before they articulate their conclusions. But in an op-ed, that order is reversed. Start with your key point and then unpack it for readers. You have to grab readers’ attention from the get-go and convince them that you have something to say.

• Three points are usually the limit. Considering the amount of space you have, don’t try to cram in too much. By limiting the points you are trying to make, you will increase the likelihood that your work will be used because your writing will be tighter.

• Finish strong. In addition to having a strong opening paragraph to hook readers, it’s important to summarize your argument in a powerful final paragraph. That’s because many casual readers scan the headline, skim the opening, and then read the final paragraph and byline.

• Don’t sweat the headline. The news outlet will probably write its own headline based on space available. You can suggest one, but don’t spend a lot of time worrying about it.

• Tell stories and go light on the data. Statistics are OK in moderation, but stories capture readers’ attention – most of us remember narratives and colorful details better than numbers. Bring your examples to life. Include details – what something smelled like, looked like, felt like. Embrace personal experiences. Use the active voice. (Not “Mistakes happened,” but “I made mistakes.”) And remember: You’re not writing an academic article.

• Tell readers why they should care. Offer specific recommendations/solutions. Put yourself in the place of the busy person looking at your article. Ask aloud: “So what? Who cares?” You need to answer these questions. If you describe a problem, propose a solution. Don’t be satisfied with analysis. How should your town help those in deep poverty? How can we solve the problem of racism?

• Make it exclusive. Don’t submit your op-ed to multiple outlets simultaneously, thinking that this will increase your chances of getting it published. Most newspapers insist on exclusivity. If you don’t hear back from an editor within a week of submitting, follow up with an email asking if a decision has been made because you’d like to submit the piece elsewhere. And don’t get discouraged – it’s not unusual to have to submit to more than one outlet.

12. Increase Your Reach

If your op-ed is published, share it on social media. Consider sending a copy to your legislator and/or other affected parties in your state or town.

One of the most widely read sections of the newspaper is the Letters to the Editor page. A letter to the editor allows readers to express their opinion on a hot topic, add an additional point of view regarding a recent article, or correct or clarify an inaccurate or misleading story. But because letters are so popular, and space is limited, there is a lot of competition to get letters published.

Here are some tips to help you write a good letter that will attract an editor’s attention:

• Find out your targeted publication’s guidelines. These are usually posted on the newspaper’s or magazine’s website. Different publications have different rules regarding what they will accept, what contact information they need, and the maximum length. Find the guidelines and follow them to avoid being immediately rejected. If guidelines are not available, shorter is better. Many publications will not run letters longer than 250 words.

• Be timely. Your letter has the best chance of being published if it is in reaction to a story or column in the paper. Respond as quickly as you can – the day the story runs is ideal, but certainly within a few days of the story’s or column’s publication. Editors are most likely to run one of the first letters they receive in response to a story.

• Be specific and brief. Stick to one main point. If the publication wants no more than 250 words, and you made your point in 150, it’s OK to stop writing. If you want to write something that is longer than a few paragraphs, you will probably need to write a commentary piece, or op-ed.

• Follow the publication’s style. Become familiar with the types of letters the paper publishes. If your letter is in response to a specific story, cite the headline and date within your letter. (“While many people admit that they are suffering from extreme stress, as reported in ‘Americans More Stressed than Ever’ (November 27), we must also recognize that … ”).

• All news is local. Your personal experiences and expertise are often worth adding. So are local statistics or any details to localize the issue.

• Use your expertise. If there is psychological science behind your main point, cite it. If your being a psychologist adds heft to your views, note it. If you are responding in a professional capacity – e.g., as a psychology professor or other official – note that, as long as you have clearance from your employer to use your affiliation.

• Prepare to be contacted. The publication will want to verify that you are who you say you are and that you wrote the letter. Give your name, address, email address, and phone number. Newspapers do not publish anonymous letters.

• Remember to proofread. While editors can and will edit your letter to correct grammar or cut down the length, make sure you catch any typos or other errors before sending it. And don’t be offended if the publication edits your letter; it’s not personal.

And finally, a few words of wisdom from renowned psychologist and media veteran Philip Zimbardo, PhD: