The newsmagazine of the chemical world

Published weekly by the American Chemical Society since 1923

Circulation of about 150,000                               

What makes something “newsworthy” for print?

                                                                                                                                                 

My readers will find it interesting, informative, and/or entertaining

• new• of broad interest• tells a good story

….not really print specific

                                                                

What makes news for ……. ? It’s all in the name

Should be of interest to chemists

Should be of interest to St. Louisians

Should be of interest to engineering educators

….but timing is important too

How is different from other media?

AUDIENCE – scientists and others well-versed in chemistry• we never have to explain what a molecule is• we demand considerably more technical detail• we can write repeatedly about a specific field• for the most part, chemists trust us

SPACE – we’ve got more of it…sometimes

ART – we like pictures

How to get my attention:

First, do some research sending me something on my beat

sending me something someone elsecovers

Email me before your paper comes out

after Science, Nature, the New York Times, etc. writes about it write a concise email that in the first paragraph explains what

you’ve done, what makes it stand out, and why it’s important email me your abstract or introduction write something that’s so long, complex, or jargony that I can’t

understand it

Send a nice picture clear

too conceptual or complicated

Things to remember now that youhave the media’s attention – what the scientists say:

• Use your university’s press office

• Ask to see the final version of press releases

• Research the person interviewing you

• Keep in mind that there may be political fallout from all of the attention you get – jealous colleagues, scientists who publicly criticize your work

• Once you hang up the phone, you lose control of your work

                                                                                                                                                                             

        

Bethany Halford's Tips for Scientistsin Communicating with the Press

•Don't go on vacation the week your paper comes out. The press wants to talk to you, not the P.R. person.

•Don't just give a powerpoint presentation.

•Your work is interesting, but you must learn to talk to people who aren't scientists. You do it all the time — family dinners, with your dentist, on airplanes. Reporters are just the same. •Just because someone doesn't understand everything about your work, that doesn't make them stupid. Just make it simple. Try to say it in a sentence or two.

•An analogy or image — even if it is flawed — can really bring a point home. I have described the layers of the atmosphere like an onion, and self-assembling carbon nanotubes as Slinkys, Lifesavers candy and spiral staircases.

•A good picture will get your work a lot of attention. People like cool things to look at.

•Reporters don't generally work on the same kinds of deadlines that you do. Respond as soon as you can. It would not be unusual for a reporter to have to turn something into a story within a few hours.

•Reporters are also limited in terms of time and space.

•They are not your advertising firm. A good reporter will write a balanced story. Don't be afraid of that.

•Be kind if a reporter makes a mistake. Often the error occurred sometime after the story left their hands. The editorial process is labyrinthine. A good reporter wants to be accurate, and if they've messed up, they'll generally try to correct things, or get them right the next time they report. If you throw a fit, they'll just find someone else to put in the paper ... and they'll tell their friends.