What Happy People Don't Do
How the Story Came to Be:
UM sociologists John Robinson and Steven Martin conducted a rare empirical study to measure what makes people happy. Relying in part on decades of time-use data collected by Robinson, they discovered that self-described happy people read more, while the unhappy watch TV. An academic journal was set to publish their report.
How University Communications prepared for release to the media:
We coordinated the study rollout with the publisher. They had a prepared their own release -- very dry -- so we developed our own. We posted this on EurekAlert, Newswise, Ascribe and targeted major national media reporters.
University Communications strategic input to overcome challenges:
*We asked Robinson whether more people might turn for solace to TV in a financial crisis. He ran extra analyses and we were able to incorporate this aspect into the release.
*Secured a copy of the full-study so we could better control and track media interest.
Significance in the media marketplace:
The story got international saturation coverage, commanded attention of media executives and helped cement our reputation as a leader in time use research. Three sets of journalists responded: science, lifestyle and media writers. Two top ad agencies, a TV network executive and the American Association of Newspaper Editors asked for copies of the study. Coverage included New York Times, Washington Post, Baltimore Sun, Chicago Tribune, AP, Reuters, Public Radio, China Daily, Forbes, Variety, Hollywood Reporter, Vanity Fair, Self, Christian Life, Toronto Globe and Mail. Jay Leno led his monologue with a reference to a "University of Maryland study." (see ending of Washington Post article).
UM Newsdesk: Unhappy People Watch TV, Happy People Read/Socialize
--Neil Tickner