For public information officers, pitching newsworthy STEM stories to the media is an important part of the job. While the traditional definition of newsworthiness remains, there’s a new pathway to earning coverage in some of the most respected media outlets: going viral.
Evolution of news
Traditionally, a newsworthy story might feature recently published peer-reviewed research, the latest scientific breakthrough, or the awarding of major research funding and honors.…
At this year’s AAAS Annual Meeting in Austin, Texas, I participated in a seminar for public information officers (PIOs) – the folks who communicate research from research organizations. The topic in hand was earning trust, a subject that is always pertinent for PIOs, but also captures the mood of our times.
Other members of the panel were Dominique Brossard, an academic of science communication from the University of Wisconsin-Madison; Euan McKay, a communicator from the University of Tokyo; and Nicholas St.…