Publicizing Our Product: Sociologists, the Press and Defining the Discipline at the Local Level

While sociologists at the national level are often called upon to present opinions about social issues, the crucial work of clarifying the image of the discipline is probably best done in local settings. The difficulty, however, is that practicing sociologists at the state and local levels are often unsure about how to deal with the press and as a consequence are reluctant to present themselves to the local media arena. Several state associations are aware of this problem and have incorporated media training into their annual programs (notably, Georgia and North Carolina). This paper suggests some strategies for talking with the local media, based on personal experience of the author both as a sociologist and as a member of a state legislature.