Note from Meghan: This is a guest post from Richard B. Primack and Caitlin McDonough MacKenzie; Richard has written guest posts for us before, including one on using a professional editor. This guest post is on a topic that I get asked about regularly when I travel for seminar trips, so I suspect it will be of interest to readers. I’ve added some thoughts of my own throughout the post below.
As scientists, we love our research and want to share our findings far and wide. As ecologists and conservation biologists, we especially hope that our findings affect policy, management, or everyday stewardship. And funding agencies remind us that we must ensure our research has broader impacts that benefit society, beyond just publishing scientific papers. But how do we effectively communicate our research? Here, we share some tips about how researchers can communicate research to the media, and reach audiences beyond peer-reviewed journal readers. We use examples from a recent paper of ours published with co-authors.
Make your research exciting—identify your hook. In our recent paper, Phenological mismatch with trees reduces wildflower carbon budgets, published in Ecology Letters, we emphasized that we are building on the observations of Henry David Thoreau; Thoreau was the “hook” that we use to attract much of the interest in our research.
Make the message easy to understand—tell a story. We wrote a press release that told a story about our research and highlighted key points in non-technical language and without jargon. Even though Richard’s academic home of Boston University does not generally issue press releases about scientific papers, our summary helped reporters quickly understand our work, its significance, and potential angles that could interest readers or listeners.
(From Meghan: if you’re having a hard time finding your hook or story, there are some great resources. Randy Olsen’s And, But, Therefore structure is great, and laid out in detail in his book, Houston, We Have a Narrative. The Aurbach et al. “half life” activity (described here) is also a helpful way to find your message.)
Provide informative, high-quality photos. We take many photos to illustrate our research and the key results. Sometimes these photos are carefully staged to illustrate the research process or results. Reporters are more likely to write a story if excellent photos are available.
Having good photos, such as this carefully arranged shot of Primack working in the field, helps to create media interest.
(From Meghan: these are so important, and often people forget to take them! I agree that carefully staged photos are valuable. Getting videos is very helpful, too, including for reporters to use as “B roll”. I recently shared various short snippets with a reporter—I was glad to have them, but also wished I had more! Another example of how videos can be helpful comes from this recent story by some of my colleagues at Michigan, which went viral because a student on the trip, Maggie Grundler, thought to pull out her phone and capture a quick video of a very cool interaction.)
Reach out to the media and be responsive. We emailed our press release and eye-catching photos to contacts in the media. One of them liked the story and wrote an article about our work for the Boston Globe. He was writing the article on tight deadline, so we promptly answered his numerous questions.
(From Meghan: A couple of things related to this: first, reporters are often working on much, much tighter deadlines than we are used to—they might need to file the story by the end of the day they contact you. So, you need to be quick about responding to them, but it also helps to give them as much lead time as possible. Second, reporters generally will not share their story with you ahead of time for you to review. It’s very different than working with a university press officer!)
One thing can lead to another. The Boston Globe writer pitched the story to National Public Radio, and he will interview us for a radio program in April.
(From Meghan: One thing can lead to another….or not, or maybe it does but with a big delay. One of the things I didn’t really appreciate when I first started doing more science communication is that you can spend a lot of time talking to a reporter and it can end up going nowhere. [example 1, example 2] It can be really frustrating! If anyone has advice on how to make this less likely, I’d love to hear it!)
Get with social media. Caitlin tweeted about the article, creating buzz in the twittersphere. We wrote a short summary of our paper for our lab blog—essentially a shorter, more conversational version of the press release—with links to a pdf of our article. Our lab blog has been viewed around 100,000 times in 6 years, so we estimate that this will be 500 views of this story, a nice complement to the Twitter buzz.
Publish on-line. To generate publicity within our Boston University community, we wrote an article for BU Research, using the press release as a starting point. This article further widened the audience who will hear about the research, with relatively little additional effort on our part.
Leverage institutional networks. The other co-authors of our paper reached out to their universities and media contacts, sharing our press release. The paper received added coverage in institutional publications and websites of the University of Maine and the Carnegie Museum of Natural History.
(From Meghan: another reason this can be useful: one press officer might not be interested or might not have the time, but someone else’s might.)
Send out pdfs. We emailed a pdf of our paper to 100 colleagues in our field, along with a very short email summarizing the key points of the article, again pulling from the same basic story in the press release and blog and Twitter posts.
Each paper and project are different, but hopefully this post has given you some ideas of things to try.
Compass – https://www.compassscicomm.org
The Op Ed Project – https://www.theopedproject.org/pitching
Cahill Jr, J. F., Lyons, D., & Karst, J. (2011). Finding the “pitch” in ecological writing. The Bulletin of the Ecological Society of America, 92(2), 196-205.
Merkle, B. G. (2018). Tips for Communicating Your Science with the Press: Approaching Journalists. Bulletin of the Ecological Society of America, 99(4), 1-4.