Tag:Science Communication
Search Engine Optimization (SEO) Tips for Public Information Officers Using EurekAlert!: How to Maximize Visibility Without Compromising Integrity
Crafting a compelling news release that captures journalists’ attention and performs well in search engines is both art and science. To ensure your message reaches the right audience, whether that’s journalists, scientists, science enthusiasts, or the general public, it needs to be easily discoverable online. Search Engine Optimization (SEO) helps amplify your visibility and extend your reach, all without compromising the accuracy or integrity of your message.…
How to use EurekAlert!’s content types to create a multi-faceted #scicomm campaign
By Brian Lin
As science communicators, sometimes we are faced with a project with multiple angles that could engage different audiences in different ways. This is a great opportunity to think creatively about building a multi-faceted communication campaign to tell a holistic story about the process and impact of science.
More is More
EurekAlert!’s various content types – News Releases, Multimedia Releases, Media Advisories, Feature Stories, and even Sponsored Content banners – are designed to help support such a strategy.…
会员焦点: 跳出舒适区做好大白话的科学传播
在科学传播领域，将复杂的概念转化为引人入胜且易于理解的叙述需要技巧和创造力。陈俊勋创办了Momentum AI Communications，一家位于新加坡公关公司。他在简化语言以激发互动有着丰富的经验，职业生涯始于学生记者，后来在华大基因担任国际公关负责人，策划了多项有意思的科研成果。
在陈俊勋任职华大基因期间，最令人难忘的传播项目之一是多年生水稻研究，被《科学》期刊评为2022年十大科学突破之一。陈俊勋回忆道：“这次传播活动涵盖了乌干达农业科学院与BGI的合作，进行多年生水稻品种的研究试验，这些品种是由云南大学开发的，相关研究发表在《自然可持续发展》期刊上。我们发布了两轮media pitch和優睿科EurekAlert!通稿，重点介绍了这些非洲野生稻（Oryza longistaminata）杂交品种通过根茎繁殖，类似于生姜，从而避免多年重复种植。此活动获得了《南华早报》、《曼谷邮报》和国际水稻研究所博客的报道。”
图片来源: Science.org
尽管優睿科以科学研究传播著称，但企业和科研机构也有更多延申空间。陈俊勋指出：“许多报道科学研究的记者也会报道行业新闻和动态。”一个例子是华大基因在2023年进行的结直肠癌意识调查，结果显示超过60%的沙特阿拉伯受访者从未进行过筛查测试，尽管三分之二的癌症患者在晚期才被诊断出来。基于针对性的沙特通稿，《自然中东》进行了阿拉伯语的关注报道。当传播展示出现实世界的影响时，更有可能赢得标杆媒体和公众关注。
陈俊勋的科学传播原则强调增强观察和理解。他主张：“有效的科学传播应该从观察开始，建立理解，并着眼于未来。”这些原则通过战略性地使用传播渠道得以实现。陈俊勋解释道：“我们一直在寻找科学新闻发布服务，注意到優睿科的科研成果通稿经常被主流行业和新闻媒体引用。”
科学传播中最常见的陷阱之一是外部受众无法理解的专业术语。陈俊勋建议：“我们需要跳出舒适区用大白话而不是公司“黑话”和行业术语向外部受众传达信息。由于我们大多在公司和行业内部交流，我们常常认为受众能够理解相关文化和背景，但事实并非如此！”
为了有效地将一个话题带到受众的视线，陈俊勋认为公关人须理解他们的受众，提供清晰的介绍，并回答潜在的问题以建立理解。他强调: “在将一个话题带到受众的视线时，没有捷径可走。”
科学传播者面临的另一个重大挑战是推广科学进步及其相关影响，尤其是在快节奏的新闻周期和社交媒体上。陈俊勋认为：“在解决‘如何做’之前，我们需要理解‘为什么做’，并且真正与内部专家互动，了解他们现有研究的局限，并询问接下来的研究角度方向。这是将有时枯燥的技术数据转化为吸引公众和教育公众的叙述的前提。”
当被要求反思最近的学习经历时，陈俊勋分享了一个个人轶事，强调了他不断学习和适应的理念。“我最近参加了一个優睿科的研讨会，我们抽取问题问，有机会问一位先生关于一个未能实现的梦想。他梦想成为一名鼓手，但承认由于生活的原因缺乏激情。有趣的是，‘激情（Passion）’的拉丁语原意是‘受苦或忍受’。”
陈俊勋的科学传播之旅也是类似开始的。他回忆道：“当我开始在新加坡国立大学最大的学生月刊《The Ridge》担任新闻记者时，我第一次有机会‘受苦’，并最终成为了主编。多年来，我发现激情通常是在长时间学习和反思伴随不断适应新技术和平台后升级成专业技能。”
总之，陈俊勋的经历为使科学传播更具相关性和激励性提供了见解。通过避免术语、理解受众并向专家提出尖锐的问题，公关人可以使复杂的科学数据变得易于理解和引人入胜。正如陈俊勋所言: “在将一个话题带到受众的视线时，没有捷径可走。”
想了解優睿科能如何帮助您的公司获得有影响力的国际新闻报道吗？请查看我们的在线宣传册(英文）。
想要分享您在科学传播方面的经验和见解吗？请给我们发邮件：webmaster@eurekalert.org。
关于陈俊勋
陈俊勋是Momentum AI Communications的创始人，这是一家位于新加坡的公关公司。他拥有南洋理工大学的市场科学硕士学位，曾是华大基因的国际传播负责人，并担任美通社PR Newswire亚太区内容负责人。欢迎在LinkedIn上与他联系，探讨简化科学传播。…
Member Spotlight: Lose the Lingo to Spark Engagement
In science communication, translating often complex concepts into engaging and accessible narratives requires both skill and creativity. Jx (Jaxon) Tan, the founder of Momentum AI Communications, a boutique PR agency based in Singapore, has a track record of losing the lingo to spark engagement. His career began as a student writer and progressed to leading international PR at BGI Genomics, where he led several significant campaigns.…
Featuring female scientists in science communication
Cultivating gender diversity in science communication isn’t an easy task. But because media underrepresentation of women in STEM can have negative consequences in both the classroom and the lab, it’s one that we as PIOs should try to tackle. So we turned to experts for advice on featuring more female scientists in our publications and articles. We talked to:
- Michelle Nijhuis, freelance reporter
- Kathryn Jepsen, editor-in-chief of Symmetry Magazine, a joint publication of the Department of Energy’s (DOE) Fermilab and SLAC National Accelerator Laboratory
- Hanna Goss, PIO from DOE’s Atmospheric Radiation Measurement (ARM) user facility
- Karen McNulty Walsh, science writer/PIO from DOE’s Brookhaven National Lab
- Cat Adams, UC Berkeley scientist, and
- Stephanie Seay, science writer from DOE’s Oak Ridge National Lab.
Embargoes on EurekAlert!
If you’re a press officer promoting science at your organization, you’ve almost certainly worked with the embargo system. Agreement of an embargo among journal publishers, press offices, and news outlets offers extra time for reporters to research and prepare news stories and encourage fair and equal access to scientific research among journalists around the world. But miscommunication and differing understanding of what an embargo entails can lead to confusion.…
“The 90-Day Rule”: Considerations behind EurekAlert!’s Timeliness Guideline
As a nonprofit science news service and consortium of research institutions, EurekAlert! has always striven to facilitate dissemination of the latest scientific breakthroughs to reporters and the public. Since our launch in 1996, scientific publishing and science communication have adapted to the introduction of open access, advanced or early online publication, and other practices where papers become available online before print.…
Welcome to EurekAlert!’s #SciComm Blog
How do I write an attention-grabbing headline? What are some tips to avoid “hyping” a scientific study? Why does EurekAlert! have a “90-day rule”? How do I make sure my researcher nails her Reddit AMA? Is it worth promoting a preprint paper if it hasn’t been peer reviewed yet?
These are just a few questions that you, as public information officers (a.k.a.…
A Guide to B-roll for PIOs
Why submit B-roll to the Science Press Package?
The Science Press Package (or “SciPak”) team has talked with reporters at The New York Times, The Wall Street Journal, STAT, The Economist and other outlets, and we have learned that these reporters greatly value video; having it can make the difference in whether they cover a piece of new research.…
Japanese Universities Embrace Science Communication
From the bustling capital of Tokyo to the remote resort island of Okinawa, Japan’s universities are speaking up about their contribution to science, and the world seems to be listening.
EurekAlert!, the AAAS-operated science news service with a global audience that includes some 11,000 science journalists, has seen a dramatic uptick of press material from Japan. Sixty-five news releases from 10 institutions have been featured on its Japanese news portal so far this year, compared to 15 releases from 6 institutions in 2014.…