Publicity for Scientists: Best Practices from the Universe of Astrophysics Prof. Lynn Cominsky Sonoma State University

Outline Personal background Publicity for science The importance of graphics Transitions 1

My experience Since 1996 I have been involved in press activities for astrophysics –First press officer for AAS/HEAD (5 years) –Deputy press officer for AAS (10 years) –Press officer for Swift and Fermi – ongoing –Supported launch for both Swift and Fermi in KSC newsroom –Judge for HEAD Schramm journalism award –Social media (Twitter and Facebook)

Press Activities Selecting stories for press releases and briefings Working with authors to create presentations and rehearsing for press conferences Working with science writers to create press releases Working with graphics artists on animations and illustrations Organizing and moderating press briefings Explaining results to reporters and providing quotes to the media as commentator

Newsworthiness News must be NEW –Can’t appear in press prior to official release –This includes arXiV, and online journals News must have public appeal –Why should the public care? –What is exciting about the result? Extremes – biggest/smallest, brightest, fastest Unexpected – disagrees with current theories Mysteries and danger

News is not like Science Press releases, briefing presentations and news articles are all written in the reverse –“Lede” is first – a one sentence summary of the most exciting aspect of the story (what) –Details of the discovery methodology Who, how, where, when Quotes about the importance from scientists and outside experts –Background information

Getting coverage Decision making: –Scientists pitch science to reporters –Reporters pitch stories to editors –Editors are gatekeepers Decide placement Write headlines Some topics are already “public-friendly” –Black holes –Einstein

Dissemination choices Televised press conference – rare Media telecons – typical –Slides online via web conferencing tools Press briefings at professional meetings –Paper presented at meeting, not necessarily accepted for publication Electronic press release distribution –AAS but also Eurekalert, Universities, etc. Google hangouts, Reddit AMA, etc.

Good graphics are essential Labeled and unlabeled illustrations Animations (narrated and visual–only) –NASA’s YouTube channel –GSFC’s SVS repository –Expensive! ($5-10K for 30 seconds) B-roll for truly major stories (TV-worthy) –Background images of instruments, detectors –Can include short talking head spots

Press officers are not reviewers Scientists need to decide if and when to seek publicity for their work Press releases do not cite references to prior work Many collaborations insist on an accepted journal paper prior to seeking PR –Too late! Good graphics take weeks… –Need to start PR prep no later than paper submission date

Evolving Media World Newspapers, magazines and wire services used to have dedicated science reporters Now few remain Print media also online Social media and bloggers 24-hour news cycle  Graphics are even more important!

Case Study 6 th International Fermi symposium in DC Media telecon about 1 st gamma-ray pulsar outside the Milky Way on 11/12/15 Media notices  T – 4 weeks: General invite to reporters (me)  T – 1 week: Specifics of press briefing (me)  T – 2 days: Reporters provided with onsite location and GoToMeeting info (me)

Case Study (Other activities) Paper submitted to Science 9/25/15 (scientists) Paper accepted by Science 10/10/15 (approx) Embargo date discussion 10/13/15 (T – 4 weeks) (scientists, GSFC and me) T – 4 weeks: Video and graphics started (GSFC) T – 2 weeks: Draft of press release started (GSFC) T – 1.5 weeks: Review first draft of slides and press release (scientists, GSFC and me) T – 1 week: Release sent to HQ for approval (GSFC) T – 1 week: Find independent commentator (me) T – 1 day: Final slide review and rehearsal (me)

Briefing Day 11/12/15 Moderated press conference when Science embargo lifted at 2 pm (me) NASA release sent out electronically (HQ) Social media postings on Twitter and Facebook following official release (outreach person at Sonoma State) Video posted on NASA YouTube channel (>38K views to date) and GSFC SVS (GSFC) Coordinated follow-up queries by reporters (me)

Resources: 15 Marketing for Scientists – Facebook group, website and book by Marc Kuchner Don’t be Such a Scientist – book and website by Randy Olson Master the Media - Book and website by George Merlis GSFC SVS: Fermi press: