Strategies to Amplify Women's Voices in News Reporting
Gender inequality in news coverage remains a pervasive issue, with women significantly underrepresented both as journalists and as sources in media stories. Despite increased awareness of this imbalance, recent reports indicate that women make up only a fraction—about 24 percent–of the sources quoted in newspapers, television, radio, and online news. It is crucial for journalists, producers, and editors to adopt strategies that promote inclusivity and amplify women's voices in news reporting.
Contrary to a prevailing assumption, research has shown that women are willing to participate in news interviews at rates similar to men. Over 80 percent of female participants surveyed by the Global Institute for Women’s Leadership and the Australian Broadcasting Corporation expressed their willingness to provide media commentary, recognizing the benefits of promoting their work and engaging with the community. However, women reported lower levels of confidence compared to men when it came to interviews—only 20 percent of interviewees reported feeling “very confident” about sharing their experience with the media.
In order to address barriers preventing women from accepting interview requests, here are some best practices as suggested by Kathryn Shine of the International Journalists Network:
IDENTIFYING SOURCES
Expand networks and seek out new female sources, avoiding over-reliance on the same voices. Utilize databases like the Women's Media Center's SheSource and consult women's advocacy groups, such as the Women in Economics Network and Chief Executive Women, for recommendations.
RAISING AWARENESS
Editors and newsroom leaders should foster awareness regarding the dominance of male voices in news coverage. Setting workplace targets to achieve a better balance of male and female sources and regularly monitoring progress can help drive change. Oddly enough, having male voices on this subject is more likely to be effective, as studies have shown that most people—even women—subconsciously ignore female voices.
PROACTIVE ENGAGEMENT
The initial approach to potential sources plays a vital role in securing their participation. Once the location of sources and conversations around the importance of inclusivity are going strong, the next part is the journalist taking responsibility for how best to invite these sources into their reporting.
Clearly articulate what you seek from the source and explain why their expertise is relevant to the story. Demonstrate familiarity with their work and recent contributions. “When journalists cold call me and it's clear they know of my work and have a clear purpose for wanting to speak to me, it makes me keen to do what I can to help them out,” said one female respondent. “It's not an ego thing – it's more that it gives [me] a sense that the journalist is taking the topic (and you) seriously.”
Next, it’s important to outline clear expectations. Provide a run-through of what to expect during the interview, including technical requirements if the interview is digital (i.e. headphone and microphone quality recommendations) and the overall process. Offering a few questions beforehand can help sources prepare more effectively for the interview process.
Finally, be considerate of the source's schedule and preferences, accommodating their availability. Flexibility in timing can foster a positive and collaborative working relationship, and some sources can be hard to pin down in the future without the care it takes to allow them agency in the first place over how and when this interview can happen. This will create a relaxed atmosphere that allows sources to feel comfortable and not rushed, as will conveying enthusiasm and appreciation for their time and insights.
Creating a positive interview experience is crucial. Maintain clear and open lines of communication, ensuring that both parties understand the interview's purpose and scope. The expectations given to the source beforehand should be followed, without jarring or unpleasant surprises.
This is a hallmark of respect—another throughline that’s crucial to maintain. Treat sources with respect and value their expertise. Demonstrate genuine interest in their perspectives, actively listen during the interview, and ask deeper questions about the individual’s expertise in order to fully flush out their experience on the topic at hand.
When the interview is over, a quick follow-up complete with feedback and a taste of the article you are writing will solidify the experience in your interviewee’s head, and hopefully solidify the relationship you have sought to build with an under-utilized and often overlooked resource.
Efforts to achieve gender equality in news reporting require a proactive approach from journalists, producers, and editors. Giving women a platform to share their expertise and perspectives fosters a more inclusive media landscape that reflects the diverse voices and experiences of society. As journalists, it is our responsibility to ensure that women's voices are heard and valued in shaping public discourse.
