A. Only pitch newsworthy ideas. Reporters look for:
Breaking stories and anything that relates directly to breaking news.
New discoveries.
Conflict and controversy; anything that challenges scientific consensus.
Bad news.
Celebrity connection (to someone, something, or some place that has high profile).
Stories that intrigue: unusual, shocking, funny, curious angle.
Issues that affect children.
Superlatives: the first, the biggest, the best.
Stories with emotional impact.
Links to anniversaries, holidays.
Practical applications of science, relevancy to people’s lives (especially health news).
B. Reporters ask themselves these questions about every idea:
Will it interest my audience?
How much work will this story take?
Can I make deadline?
C. General tips for assessing the newsworthiness of a story
Do you have compelling answers to: Who cares? Why? So what?
Can you communicate the value of the (finding/technique), not the details?
Can you show why scientists ask certain questions, not methodology?
Can you make your story come alive with a fun demonstration or a compelling analogy?
D. Choose appropriate niches for each story
Target the correct media segment (newspaper section, radio show, not station)
Pitch directly to the writer or editor who covers your subject.
Offer the right “voice” and level of detail for each media (NPR doesn’t sound like talk
radio. Be yourself, but adapt to the style of your media outlet.)
E. Methods for communicating with the media
Email.
Phone call.
Personal meeting or editorial meeting (with editorial writer or editorial board).
News release.
Op-ed.
Letter to the editor.
F. Your story will translate to the public through:
Feature story.
Column.
On-air interview (with or without questions from the audience).