Communicating Science News: A Guide for Public Information Officers, Scientists and Physicians

This publication is written to guide public information officers (PIO), scientists, and physicians in accessing the media to disseminate scientific information. It is based on the premise that: "The public learns about science news by many different routes, including newspapers, magazines, books, radio, television, the Internet, electronic news services and films. Each of these media has different needs, different strengths and different weaknesses....Reporters and writers differ in their knowledge of science or of a particular discipline, in journalistic technique, in interests, in details they seek, etc. To avoid conflicts with journalists, scientists, physicians, and PIOs need to understand these differences."

Sections include the following:

Who are the Media?

• The General Reporter
  
• The Science Writer
  
• Daily Newspapers
  
• News and Feature Services
  
• Broadcast Media
  
• Magazines
  
• Trade and Professional Publications

Telling your Story

• Public Information Officers as Intermediaries
• The News Release
  
• Handling the Release on a Conference Paper
  
• A Picture's Worth
  
• The Feature and the Exclusive
  
• Spontaneous News
  
• Calling a News Conference
• Arranging an Interview
  
• The "Off-the-Record" Rule
  
• When to Phone, Fax, or E-mail
  

Media Arrangements at Scientific Meetings

• Advance Preparation - Notifying the Media
  
• Setting up the Newsroom
  
• The Newsroom in Operation
• Release Dates and Times
  
• The Meeting, the News Conference, and The Interview
  
• Conditions for a Successful Meeting News Conference
  
• Courtesies to the Media
• Some Dos and Don'ts

Some Pitfalls in Reporting Science News

• Scientists' Dislike of the "Personal Equation"
• Scientists' Fear of the Interview
  
• Discussing Scientific Results Before Publication
  
• Use of the Title "Doctor"
  
• The Mad Photocopiers: Why News Releases are not Used
  
• Science Writers and Headlines
• Dealing with the Adverse Story
  
• Claims About the Value of Personal Media "Contacts"