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Coi^TEI\TS T H E O F F I C E OF NEWS AND PUBLIC INFORMATION / 5 T H E THREE BASIC QUESTIONS / 7 MEDIA RELATIONS / 1 0 O T H E R O N P I SERVICES / 1 4 ANSWERS TO COMMON QUESTIONS / 1 6 SOME TIPS FOR SUCCESS / 23
. ou are working on a study for the National Research Council or Institute of Medicine. You will be spending months organizing committee meetings, arguing over issues, and assembling drafts. But what impact will your study have when it is released? This booklet discusses how the Office of News and Pubhc Information (ONPI) can help you disseminate your findings and deal effectively with the news media. The insti- tution considers broad dissemination to be part of the char- ter of the National Academy of Sciences to "investigate, examine, experiment, and report upon any subject of science or art." On a more personal level, after you've worked so hard on a study you'll probably want to bring it to the atten- tion of others. Favorable news coverage reflects well on the work of your committee; a news leak or other problem, by contrast, can have the opposite effect. This booklet, based on the experience of many study committees, can help guide you successfidly through the process.
T R U E S T O R Y Ready for prime time Few studies have achieved the pubhcity or impact of the first major AIDS report prepared by the Institute of Medicine and National Academy of Sciences. A comprehensive study of the epidemic, the report was released at a press conference filled with television cameras, reporters, and others. It was the lead story in that week's Time magazine, a top item on the evening news, and the focus of front-page stories nationwide. More important, it immediately became the definitive reference on AIDS. The main reason for this success was the quality and timeliness of the report. But it also helped that the committee staff coordinated its release plans with ONPI. The staff avoided the temptation to distribute "pre-pub" copies, waiting instead for final printed reports, which appear far more authoritative. It guarded the study's findings and conclusions by limiting access to advance drafts. And it made sure that committee members were briefed and ready before they stepped before the cam- eras. The subsequent barrage of favorable publicity made aU the planning worthwhile. MORAL: A good report and careful planning make for fairer and more thorou^ coverage in the press. i V rmm//i/f^f^^^
