Special Report | Biggani Barta
The Story of an Email
Dr. Rakib Hasan is working late into the night on his research. His team has discovered a new protein that can inhibit the spread of cancer cells, opening a new horizon in medical science. He wants this research to reach the media so that the general public and policymakers can understand its significance.
He crafted an email and sent it to several media outlets. But even after several days, there was no response. Discouraged, he began to wonder—are journalists not interested in his research, or is he reaching out in the wrong way?
Many scientists face similar situations. But why? Why do scientists, despite conducting such important research, fail to attract journalists’ attention?
How Can You Capture Journalists’ Attention?
A science journalist receives countless research emails every day. It’s not possible for them to cover every study. Therefore, scientists should present their research stories using effective strategies.
1. Add a Personal Touch, Not a Mass Email
Often, many researchers and university PR departments send the same email to hundreds of journalists at once. This is a common mistake. Journalists value personal communication more.
Science journalist Benjamin Plackett says,
“Once, I received an email from a researcher where he explained that it was his first published study and he wanted people to know about it. The email had a personal touch, which drew me in. As a result, I covered his research.”
In other words, if scientists try to understand journalists’ interests and present research that aligns with those interests, the chance of getting a response is much higher.
Reader Tania Mehdi commented, “I always love reading science news. But sometimes so many similar press releases are sent that it becomes hard to find which ones are truly new and important. Personally written emails or pitches seem much more credible to me.”
2. Don’t Just Share Research—Tell a Story
No matter how impressive the statistical results of a study are, if they’re not presented engagingly, they won’t make it to the media. It’s important to highlight the human side of research.
Renowned science writer Carl Zimmer says,
“Journalists look for stories, not numbers. If there’s a powerful narrative behind the research, it will spark readers’ interest.”
For example, Dr. Rakib’s research isn’t just the story of discovering a new protein—it’s a tale of courage, where scientists are opening doors to new possibilities.
3. Visual Presentation: Use Images and Graphics
An eye-catching image or data visualization can be a huge help for journalists. On digital platforms, visual content holds significant value.
German science journalist Hans Peterson says,
“Whenever we write about research, editors immediately ask—what image will go with it? If scientists can provide high-quality images or data visualizations themselves, the chances of coverage increase.”
Internationally renowned researcher Dr. Shahidul Haque commented, “Sometimes a single image can make the impact of research clear to the general public. You need to consider the visual aspect.”
4. State Your Main Point Up Front, Details Later
Researchers often organize information in a highly methodological manner when pitching—introduction first, background next, followed by results. But journalists want the ‘lead’—in other words, what’s the key finding?
Veteran science journalist Deborah Blum says,
“Researchers often bury the main news while explaining the background of their study. Say it up front—what’s the most important thing about your research?”
So, when pitching research, lead with what’s new and how it might impact society.
A Sample of a Successful Pitch
An effective science pitch might look like this:
“Researchers have discovered a new protein that can reduce cancer cell proliferation by up to 60%. This discovery could open a new horizon in cancer treatment. The study was recently published in ‘Nature Medicine.’ Lead researcher Dr. Rakib Hasan says, ‘We hope our research will help develop new types of cancer therapies.’ A research summary and visuals are attached. We are happy to make ourselves available for interviews if interested.”
This is concise, engaging, and goes straight to the main point.
Final Word: Make Science Stories Engaging
As a scientist, it’s not enough just to conduct research—you also need to know how to communicate it to the public.
Renowned science journalist Ed Yong says,
“If scientists can’t present their research properly, important discoveries will remain hidden.”
So, if you want your research to reach the public instead of staying locked away in journals, you need to communicate effectively with journalists. And the right way to do that is through personal communication, storytelling strategies, attractive visuals, and highlighting the key point.
Your research could be the next big science news—if it’s presented the right way!
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