by Dr. Linda S. Rayor, Chair, ABS Public Affairs Committee
- Be proactive. Make certain that the journalists know about your work BEFORE the research is published and the journal sent out. Once an exciting paper is accepted, talk to journalists at your university public information or news service about it. Explain why you think it is interesting or important research in understandable terms. Your news service can promote the story for you and help guide other reporters to you. As long as there is not an embargo on the work, make the paper available to other science journalists before it is published. Journalists need the time to write the story and interview others about it. Currently, the ABS Central office for Animal Behaviour sends the Table of Contents of upcoming journals to some interested journalists, and sends copies of the abstracts or papers on request. The journalists are enormously appreciative of getting a head start to work on the papers that will come out in the journal.
- Journalists are typically working under very tight deadlines. Make it easy for them to meet those deadlines, if possible.
- Journalists need to be able to contact the scientists to discuss the story. Be certain that one or more of the authors of the paper are accessible when it comes out. If you are unreachable, the story is often skipped.
- Editors want quotes that sound like real people talking with each other, not formal scientific statements. Every journalist needs quotable comments that sound natural and use a minimum of scientific jargon for their stories. Most of us are teachers and (should) know how to communicate about our work clearly, enthusiastically, and succinctly.
- News stories are typically short, television interviews are even shorter. Editors are paid to condense stories. Even brilliant work can not be covered in all its aspects. So be prepared to give short, succinct descriptions of your work. Even if your interviews are brief, they may lead to longer stories in the future.
- 'A picture is worth a thousand words' is especially true for the press. Newspapers, magazines, and, especially, television need clear photos or videos of your study animals or research project. Make a point of having publishable photos of your work available. An interesting picture can have a life of its own.
- Radio stories need compelling (animal) sounds, as well as good interviews.
- Journalists appreciate being treated kindly, and generally do their best to reciprocate.