Slides prepared for the Gender and Health Interest Group keynote talk at the AcademyHealth Annual Research Meeting in Boston, June 25, 2016

1. Only Connect:
Reaching new audiences
via publicity &
social media
Kara Gavin, M.S.
Research & Policy Media Relations Manager
U-M Institute for Healthcare Policy and Innovation
@karag
#ARM16 #AHgenderIG

2. With apologies to E.M. Forster
“Only connect! That was the whole of
her sermon. Only connect the prose and
the passion, and both will be exalted,
and human love will be seen at its
height. Live in fragments no longer.”
- E.M. Forster, Howard’s End

3. Why Connect?
• Because your work should reach people who care
• Because your expertise can have impact
• Because taxpayers & policymakers who fund
research need to know what they’re paying for
• Because most Americans (incl. reporters & policy-
makers) need science/medicine translated for them
• Because it’s easier than ever

4. Connecting via
the media
• Press release on your research
(with the help of your institution’s PR staff)
• Expert opinion on topic in your specialty
• Commenting on research by others or
on a societal/policy issue
• In-depth stories on a weighty topic
• Crisis/problem situations

5. Tips for media
interactions (& more)
• Prepare with PR person
• Use layperson’s terms
• avoid jargon, speak colloquially
• If there’s a press release, use it
• Respect deadlines
• Understand the news outlet
• Respect their independence

6. Use the time AHEAD
of publication
The “Scout’s honor” embargo
system for research news
• Reporter agrees not to publish or
broadcast results until a set date/time
• Increases the newsworthiness
of research news
• Gives reporters time to prepare
stories on complex issues

7. A new era of
communication
• Traditional news media’s
gatekeeper role is eroding
• Big institutions =
trustworthy news sources
• Everyone’s a publisher

8. Who needs
reporters anyway?
• Social media & search
deliver info directly
• Institutions & individuals can
create & share directly
• Visuals are vital
• Fast response to controversy

9. Using social media as an
academic professional
• Connect with others in your field & beyond
• Share new findings, publications, news items,
observations, opinions, timely links to past literature
• Retain professional tone while engaging
• Get the most out of conferences & events
• Attract potential faculty/trainees

10. Your essentials
• A robust, updated professional
profile on the web
• Know your PR person & when
you should contact her/him
• Basic LinkedIn profile
• Google yourself/set up alert

11. Take it to the next level
• Claim Twitter handle, add bio & link
• Share links & posts on LinkedIn
and Doximity (for MD/DO)
• Tell your PR person about
upcoming papers & timely expertise
• Write a web blurb on each
paper you publish & talk you give

12. Find your IG peers
on Twitter!
@ArmyWomen_USCSW Nikki R. Wooten, Ph.D., LISW-CP
@JenniferEMoore_ Jennifer E. Moore, Ph.D., R.N. (Chair)
@ewinstonpatton Elizabeth W. Patton, M.D., M.Phil. M.Sc.
@poojakmehta Pooja K. Mehta, M.D. M.S.
@dallensworthdav Don Allensworth-Davies, Ph.D., M.Sc.
IG Chairs Emeritae:
@bbmup1 Bevanne A. Bean-Mayberry, M.D., M.H.S.
@ChloeBirdPhD Chloe E. Bird, Ph.D.
@a_salganicoff Alina Salganicoff, Ph.D.

13. Choose your level:
Laying low
• Start by “lurking” – follow individuals, institutions,
organizations, news media
• Monitor Twitter traffic at conferences via hashtags
• Subscribe to lists of Twitter users compiled by
others in your field
• Join LinkedIn groups for professional societies

14. Choose your level:
Engaging more fully
• Share links to your own work & work of others
• Post slide sets on your site or SlideShare
• Take part in tweet chats, Reddit AMAs, online
campaigns, virtual journal clubs, etc.
• Volunteer to speak at local Nerd Nite or TEDx event
• On your personal social media, educate
friends/relatives by sharing news/observations

15. What could happen?
• Connect with others
• Spread knowledge
• Amplify your work’s impact
• Keep up with new ideas &
opportunities
• Lend your voice to dialogue
• Get more out of your time

16. Be careful of…
• Connecting with patients on
social platforms
• Being too political/personal –
but DO cite published research
• Engaging in debates/advocacy
without knowing the mechanics
of the platform you’re on

17. I challenge you…
• Speak their language
• Don’t just hope
someone else will do it!
• See it as part of your
career
• Only connect.

18. Resources
• NIH Checklist for Communicating Science and Health
Research to the Public: http://umhealth.me/NIHChecklist
• AAAS Center for Public Engagement with Science:
http://www.aaas.org/pes
• Health News Review: Toolkit for communicating about
health research: http://www.healthnewsreview.org/toolkit/
• Joyce Lee, M.D.’s Slideshares on social media:
http://www.slideshare.net/joyclee/presentations

19. Questions?
@karag
@UM_IHPI
Come see me in
Booth 109
Sunday & Monday