Story by Emily Payne
Technology and digitization have transformed the journalism industry over the past few decades, fueling a 24-hour news cycle and new methods of engagement. Science journalists no longer depend on public information officers (PIOs) to access source contacts or research articles. In turn, PIOs have shifted their approach to pitching stories.
At a ScienceWriters2024 conference session dedicated to best practices for PIOs working with journalists, panelists agreed there is no set formula for landing a story. The pitch may be a good fit, but busy schedules, urgent deadlines, and competing stories can prevent it from moving forward.
"Deadlines and timeliness are a constant factor in the world of journalism,” said Victoria Jaggard, executive editor at Science News magazine.
Panelists recommended that PIOs focus on personalization. Not every pitch will necessarily result in a story, but customizing each to the journalist’s experience and interests can help PIOs stay on a journalist’s radar for future stories.
"It's kind of a long game," said Jeff Grabmeier, Senior Director of Research Communications at Ohio State University. "It takes a while to win over a reporter for a story."
Step one is to connect with science journalists who cover your specific area of focus. This could involve attending specialty meetings or finding lists of relevant contacts through professional societies.
Kelly Tyrrell, Assistant Vice Chancellor of Content Strategy at University of Wisconsin-Madison, also reminded PIOs to reach out to freelancers, who are often looking for undercovered stories. Grabmeier added that simply doing a Google News search for a particular topic, seeing which journalists have written about it recently, and sending a personalized pitch can go a long way.
Jaggard agreed: “It's so amazing when PIOs have taken a little time to do research.”
A packed room takes in the "Best Practices for Working with Journalists as a PIO" session at ScienceWriters2024. (Ben Young Landis/NASW)
Jaggard also reminded attendees that there are different styles of pitches. Science reporters are typically tuned into the latest research studies but could use an interview with other experts or those impacted by the research, especially for breaking news.
PIOs need to prepare expert sources for interviews by helping them develop and clearly articulate their messaging, said Tyrrell. "Teach them what journalism is," which includes setting expectations of how an interview will be conducted and that quotes cannot be reviewed prior to publication
Tyrrell also recommends being selective in which pieces of news are pitched to the media. Some stories are best for internal or campus audiences, while others can be submitted as a press release for a more general audience.
Art has become a larger challenge in recent years as questions of copyright can delay a story’s publication. Laura Helmuth, the recent editor-in-chief of Scientific American, recommended that PIOs include information about whether images can be published within each pitch to help journalists move more quickly. She added that images of what the science and research look like are preferable to headshots.
“[Media] is going to be invaluable when it comes to pitching,” said Jaggard. “These days, visuals are king."
In addition to media assets, Helmuth said a strong pitch includes background: “Important research takes decades of dedication from scientists,” and sharing those details can make for a more interesting story.
“We are trying to remind people that the scientists are human too,” said Jaggard.
Helmuth suggested including not just a researcher’s findings in a pitch but also their background and other life experiences, such as generous volunteer or outreach work: “Something to make them human for the person receiving the pitch.”
Finally, Tyrrell reminded the audience to keep readers at the top of mind. PIOs should avoid public relations messaging or general promotion.
"Journalists serve readers,” said Tyrrell. “A journalist doesn't want to tout your institution.”
The "Best Practices for Working With Journalists as a PIO" workshop took place on Nov. 9 in Raleigh, N.C. as part of the ScienceWriters2024 national conference. Ken Kingery, an NASW member and Assistant Director of Communications and Media Relations at Duke University Pratt School of Engineering, organized the session.
Emily Payne (@erpayne @epayne.bsky.social) is a freelance journalist covering the intersection of food, agriculture, climate, and health. Emily's work has appeared in Edible Magazines, Colorado Public Radio, Headwaters Magazine, and more. She has been editor of the global sustainable food nonprofit Food Tank since 2015. She is an avid road cyclist based in Denver, Colorado.
This ScienceWriters2024 conference coverage article was produced as part of the NASW Conference Support Grant awarded to Payne to attend the ScienceWriters2024 national conference. Find more 2024 conference coverage at www.nasw.org
A co-production of the National Association of Science Writers (NASW), the Council for the Advancement of Science Writing (CASW), and the Science Communicators of North Carolina (SCONC), the ScienceWriters2024 national conference featured an online portion Oct. 16-18, followed by an in-person portion held in Raleigh, N.C., Nov. 8-11. Follow the conversation via #SciWri24 on Bluesky and on LinkedIn.
Founded in 1934 with a mission to fight for the free flow of science news, NASW is an organization of ~2,400 professional journalists, authors, editors, producers, public information officers, students and people who write and produce material intended to inform the public about science, health, engineering, and technology. To learn more, visit www.nasw.org and follow NASW on LinkedIn and Bluesky. And join us in celebrating #NASW90th.
Credits: Reporting by Emily Payne; edited by Ben Young Landis.
