Science communication, in fact media communication, full stop, can sometimes be a tough gig. So, let me help make it much easier with my simple rule of threes.
Over the years, one of the oddest things I repeatedly see with science communication is that so often world experts deliver awful interviews and then blame the media. Sorry, the real culprit is poor preparation. I don't care how much a researcher knows, few have the skill to wing an interview.
Coupled with this are the unforgivable media releases about scientific research that are so convoluted and poorly structured they become unreadable. I see them way too often.
If you want to keep the attention of a professional reporter, media releases should be seriously limited in size - to one A4 page with a font size of no less than 10 and no more than 12 point. Too much longer than that and it will be binned, no questions asked.
Often, the reason for awful interviews and poor media releases are identical. It's all about researchers and science communicators trying to jam too much in to what will always be a strict and tight format. The rule of threes will fix that.
Use this rule and you will find that media releases will be much easier to write, interviews are more likely to be successful and when researchers come calling with a story idea they will bring it in an easy to understand way and probably with a built-in hook.
Over the years, one of the oddest things I repeatedly see with science communication is that so often world experts deliver awful interviews and then blame the media. Sorry, the real culprit is poor preparation. I don't care how much a researcher knows, few have the skill to wing an interview.
Coupled with this are the unforgivable media releases about scientific research that are so convoluted and poorly structured they become unreadable. I see them way too often.
If you want to keep the attention of a professional reporter, media releases should be seriously limited in size - to one A4 page with a font size of no less than 10 and no more than 12 point. Too much longer than that and it will be binned, no questions asked.
Often, the reason for awful interviews and poor media releases are identical. It's all about researchers and science communicators trying to jam too much in to what will always be a strict and tight format. The rule of threes will fix that.
Use this rule and you will find that media releases will be much easier to write, interviews are more likely to be successful and when researchers come calling with a story idea they will bring it in an easy to understand way and probably with a built-in hook.