Science press aims to provide coverage on current scientific research and findings which are often especially relevant to current news and trends, from natural disasters and the impact of climate change to public health and the psychology of modern life; there are always scientific topics out there that the public love to read about. A widespread discipline, science press can specialise in different areas such as biology, chemistry, health, sustainability, and medicine, just to name a few.
Scientific projects and research are great for securing coverage for clients in science press as many institutions have amazing research into the sciences ranging from biology and chemistry to physics and even geology. Exhibiting this research in the media allows an institution to display the expertise they have, the research disciplines they excel in, and any interesting projects they have contributed to.
Here are some tips on how to secure coverage in science press:
1. Do your research
Scientific research will be filled with hard-to-understand scientific knowledge and language. When writing a press release, pitch, or article on this research, make sure you have understood what the research findings are actually saying.
Not every PR and communications professionals is expected to have decades of medical experience, a comprehensive understanding of engineering, or inherently grasp quantum computing, but we do have to ensure we communicate information correctly no matter the topic. It’s not going to do wonders for your credibility, reputation, or success to pitch research to a science journalist if you have in fact misunderstood the findings.
If you are struggling to fully understand the content of the research, it may be best to have a phone call with the researcher so you can hear them explain the research and findings, and ask any questions you have. This will ensure any pitch or press release is factually correct. It might even reveal some of the more interesting aspects of the topic you couldn’t glean from the research before speaking with a professor.
2. Consider the audience
Even when communicating the findings of the same research paper, two different science outlets can cater to different audiences, so make sure you are familiar with a publication’s audience and their style of writing.
Some science outlets will be aimed at a wider, more general audience and require information from research to be made more accessible and not include overly complicated scientific jargon. For example, The Academic takes research findings and shares the most important points in relatively short, accessible articles.
However, other science-focused outlets will cater for an audience with a greater scientific knowledge and interest and therefore expect articles to include more scientific language and terminology. They don’t want their audience to feel patronised by what they are reading. For example, New Scientist are primarily interested in cutting-edge research and detail the research in longer, more detailed pieces.
3. Be interesting, quick, and relevant
Scientific research is full of incredibly interesting findings that are relevant to what we are hearing in the news, reading in the papers, and posting about on social media – how climate change is impacting our future, the use of artificial intelligence (AI) in various sectors, how modern lifestyles are affecting our health, and more.
Asking your institution or client to provide you with fascinating research is a must, but ensure the research is relevant to the specific outlet you’re pitching to. Even within science press, different outlets will have their own niche. For example, The Yuan is interested in tech and AI, whereas HealthTech World is specifically focused on the advancement of technology within healthcare.
Science is always changing so scientific research can quickly go out of date and become irrelevant – findings are constantly being proven, disproven, and built upon. Making sure the scientific research you are sharing with press is relevant requires close monitoring and engagement of current media. One moment scientists are telling you to eat five fruit and veg a day, the next it’s 20, then back to five. New research findings should be pitched as soon as possible to journalists before it becomes old news or newer contradictory findings are released. If it’s brand new research with fascinating findings, a journalist is far more likely to say yes to your pitch.
4. Science and tech
Technology is massive in the media at present and in recent years has moved into mainstream news due to AI, machine learning, and robotics becoming heavily integrated into everyday life. Before ChatGPT, AI felt like a near-future tool, its impact being discussed and theorised constantly. Now AI is everywhere, even if you might not realise it.
Technology is just one area of science that can be heavily connected with other scientific disciplines, and these can be brought together to make pitches even more enticing for science press; for example, how AI behaves compared to humans, or how AI can be used within business.
5. Science experts
Scientific research is conducted by researchers who can be put forward as spokespeople to provide expert comment in their field of expertise or to write op-eds on their research areas. This demonstrates to your target audience that your institution is made up of credible experts and makes journalists aware that your faculty can always provide useful comment for their outlets. Journalists may even think of them when writing an article in the future.
Kyle is experienced in working with leading institutions in far-flung corners of the globe, from London to Kazakhstan. His client list features the likes of the London School of Economics’ Department of Management, ESMT Berlin, BI Norwegian Business School, Nazarbayev University, and many more around the globe.
