| Report the news and inform the public; entertain and persuade | Educate communities about the issue, the product being studied, or the trial | Write materials showing the human face of the issue, provide a news hook that brings in a community perspective |
| Sell papers or advertizing time | Undertake a trial efficiently and ethically; gain visibility for the institution or the issue studied | Offer compelling quotes, an interesting angle, and eye-catching photo opportunities from your site or an event |
| Reflect the views and opinions of society | Change society by developing new tools to prevent or treat disease, or new public health interventions | Demonstrate that research teams and opinion leaders care about big issues like justice, ethics, and health |
| Focus on short-term or high-profile events | Focus on longer-term health goals; build long-term research literacy in the community | Suggest story angles that link your research or main message to a current event or to a timeless health issue such as maternal mortality |
| Present a number of varying opinions | Present accurate messages that convey the importance of the research and the issue studied | Listen to concerns; calmly but directly address misinformation or misrepresentations; communicate science clearly |
| Seek the truth | Provide an accurate view of a continuously changing trial or evolving scientific issue | Contextualize research to promote understanding of complex issues |