Leader and Agnes– these are great examples of the complexity of media coverage.
I think it all begins with understanding your site’s goals and objectives in comparison to the interests and needs of the media– AND (as you both suggest) a good knowledge of the limitations and strengths of each media type (online vs radio vs print news vs TV). For example, social media might be useful for providing short updates about the trial or for reaching out to new stakeholders, but it may not be an appropriate forum to elicit detailed feedback from the public.
There are many ways to incorporate media into your communications strategy and your engagement of media will probably vary at different points in the research life cycle. But one thing is for certain– in this day and age, it is essential to devote time and resources to monitoring and responding to Internet coverage. Local staff and colleagues can help your team to develop systems for tracking and sharing media messages. Having pre-approved and prepared messages and materials, developed with stakeholder input, can help your team quickly (and professionally) correct inaccurate information and strengthen your relationship with the media source!
