Tue, 16 Apr 2002 -- Media Matters No. 5:
Losing those "I don't have time right now" blues

"I don't have time right now." How often have you found yourself singing that song?

You read an article in the newspaper, or in one of the weekly newsmagazines, or see a report on television. They're talking about your area of expertise. Maybe they got the facts wrong. Maybe they missed an important side of the story. You know your work can add a needed dimension to the issue. You KNOW you need to respond. But you don't have time right now.

A reporter calls. She wants an overview of your latest study; she's been told it will provide important information for her story. But your research is complicated and not easily explained in lay terms. And you don't have time right now to simplify it for her.

"I don't have time right now" is one of the biggest reasons disability studies and research don't make it into the news. Most of us already have a lot on our plate and don't have time to stop what we are doing to pull together information for reporters when they call; don't have time "this morning" to write a letter to the editor responding to that news article.

The solution to the "I don't have time right now" blues is to produce one or more brief and clear "one pagers" (or two pages at the MOST!!).

Begin by just jotting down a few notes while you're waiting for that appointment or call. Then set aside time to put the finishing touches on them, as part of your work. A few minutes here and a few minutes there and pretty soon you will have written several of these without the stress of having to do it RIGHT NOW!

Keep them in a folder in a handy place on your bookshelf or in your drawer -- and on your computer -- to serve as "talking points" with reporters or as the basis for a letter to the editor.

A good time to "jot down a few ideas" is that morning when you see an article in the paper you know you should respond to. You don't have time right now to develop a polished letter to the editor, but the idea is hot in your head, and so you CAN start the process.

Take just a few minutes to jot down ideas for how to respond -- during lunch or while waiting for your carpool. You know this topic will surface again -- and next time you will be ready!

Every now and then pull out your one-pagers and give them a fresh read. Is each still accurate and timely? Does it need an update? Remember to update them as your project changes, as you complete a new research study, or as new topics comes into the public eye about which you have expertise -- such as the digital divide, Medicaid funding, long term care, evacuation preparedness, group homes/NIMBY, the cost of special education.

Once you have them, they are available to be used as

• the content for a letter to the editor
• the basis for an opinion page article
• an overview explanation for a reporter
• a handout at a news conference

Ideally, you should have more than one one-pager. You should have

• One to explain your project in a way that makes it newsworthy (see Media Matters No. 2 )
• One to answer the frequently-asked questions about your project or research
• One for each study or research project
• One for each topic in the public eye for which your information or expertise is relevant.

When you're confident that you have material at hand that can easily and quickly explain your project to a reporter, you will find it much easier to talk to her right away, rather than saying, "I don't have time right now!"

How do you write a one-pager? Help may be available at your university PR office, where staff who are trained in working with media can help make your complex research ideas more understandable to the general public. The Center can also help. Contact us if you would like help in developing your one-pagers.

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