Work with the media

Timing is crucial

Dr Benne Holwerda
Postdoctoral Fellow, Department of Astronomy, University of Cape Town, South Africa

There is a clear (and proper) order in which research publication and the subsequent media communication go (or should go):

1. A scientific result is found.
2. The scientific paper is written on it.
3. Then the writing for media and the general public should start.
4. The scientist and possibly the media people of the place where the discovery or result will come from formulate a press release.
5. The scientific paper is accepted for publication. This is the time the press release should go to the media; not before. It often happens that due to sloppy timing, the press release goes out before the paper is fully accepted. This is not only bad form but puts a weird dynamic with the review process. Often a review will lead to a substantial rewrite of the paper. Plus there really should be a scientific paper to refer to.
6. At the point of acceptance of the scientific paper, it is generally OK to spread the result.

So this timeline is the first thing to keep in mind for all concerned. Scientist/media people should not push out the press release before the paper is accepted. It is a delicate timing issue because if you wait too long (the paper is several months old), the news value is gone.

And, there is a good (very good) reason for proofreading from either side. You don't want the scientist's first stab at a press release in the paper. And - as a scientists - you don't want your name associated (and "googleable") with an inaccurate or blatantly untrue story.