Press officers at research institutes and universities act as liaisons between scientists and the media. They take on a wide range of responsibilities that all aim to enhance the visibility and reputation of the institute and its researchers. We surveyed a handful of press officers with different seniority about the challenges and pleasures of the job.
Meeting the needs of scientists and journalists
Science press officers find themselves at the crossroads of two very different cultures: academia and media. They need to navigate the interests of the institution, individual researchers, and journalists, which means finding a balance that sparks engagement without compromising on integrity and accuracy.
“There are many parties to consider at all times, and it can be impossible to make everybody happy,” one press officer confided. Another mentioned that managing expectations is one of the hardest parts of the job: “Sometimes researchers fail to understand that we don’t control the media, we are just a channel—an active one, of course—to pass on the news to the most relevant players in the field.”
Not all researchers respect the expertise and role press officers can play, but luckily many do. “I feel like every researcher is different in this regard. Some are very eager to communicate and respect my work. Others need convincing and can be very rigid and strict about the content, format, and approach.“
“Press communication is a very specific kind of communication with its own rules and guidelines,” one respondent wrote. “We are here to help researchers with our expertise, but we don’t like to be commanded. Our strategy might not be the same as they imagined, but we are happy to explain our reasons and give suggestions.”
Networking, communicating openly, and organizing workshops have all helped to ensure the research community at this press officer’s institute has a better understanding of the task and expertise of the press office.
Journalists, on the other hand, could make the press officer’s job much easier if they would be more flexible and accommodating. “I just wish some journalists were less ‘our way or no way’,” writes one of our respondents. “Just expecting that they can show up and interview a senior researcher whenever fits their schedule shows they don’t really have an understanding of the scientist’s agenda or priorities.”
The responsiveness and flexibility doesn’t always go both ways. “In an ideal world, journalists would give some feedback as to why something was interesting or not,” one press officer wrote to us. Another would already be happy to get any form of reply, even if the answer is a simple ‘no’.
Guardians of nuance
Making sure that scientific information reaches the public in an accurate and meaningful way is not easy in today’s landscape of digital and social media, where clickbait and fake news can derail virtually any conversation.
Headlines, especially, are something to always be mindful of. They can change at the last minute and these decisions are often taken over the head of the journalist who wrote the piece. But overenthusiastic scientists can also be at the root of coverage that has lost all nuance and context.
One of our respondents is still haunted by press coverage that oversold basic research related to cancer metabolism, drawing completely unfounded conclusions as to what patients should or should not do. A proud and enthusiastic member of the research team had shared the embargoed press release outside of the appropriate channels and it ended up at the desk of an unreliable journalist. The perfect storm...
When stories potentially impact public health, all parties need to be extra careful to craft a balanced message with the appropriate disclaimers. But when done right, involving patients can be very powerful, says one of our respondents. “I am quite proud of a patient interview we once did that got picked up massively on social media.”
Some topics are more difficult to pitch though. “It can be especially challenging to convince journalists—or their editorial boards—to cover more fundamental research,” one of our respondents confided.
“It is true that science news doesn’t always get the coverage it deserves,” says another one, “but I don’t believe we should blame science journalists. They are often fighting the same uphill battle to try and get more space for these topics.”
The day-to-day
Press officers ride the news wave, which often means short timelines and unpredictable days at the office. “It can be challenging to continuously switch between answering emails and phones versus focusing on a complex research paper.”
One of the press officers who wrote to us stressed that researchers should contact their press office in advance: “A press strategy is not made in one day. The more time we have to prepare everything, together with the researchers, the better.”
“You must be able to handle the pressure that sometimes comes with the job. Not everything goes according to plan, which means you also need to cope with chaos and be flexible when something urgent comes up. While it isn’t all sunshine and rainbows, this great variety makes our work very enjoyable.”
All respondents seemed to agree that being at the intersection of the academic and publishing worlds can be very rewarding if successful: “In one of my latest endeavors, our press release got the attention for a news item I knew it could get. Felt great!”
For some, it is exactly where they were hoping to be professionally: “I always wanted to be the person who stood between ‘the people’ and ‘the science’ to make science more accessible to all.”
One of our respondents has a background in journalism but made the switch to press officer in search of a more steady and secure contract. Would they ever want to go back? “Never say never, but I have grown very fond of the job. Before I became a press officer, I saw myself as a decent writer, with a talent for making things understandable. But the more I have worked on scientific research, the more I have come to love it. On a good day, you meet very interesting people doing really cool things.”
What do press officers do?
Media relations
Establishing and maintaining contacts with (science) journalists and media outlets to promote the institution’s research, events, and achievements. This involves pitching story ideas and responding to media inquiries.
Writing press releases and other content creation
Writing and disseminating press releases, news articles, and other media materials to communicate the institution’s latest research findings, innovations, or events.
Crisis communication
Handling communication during sensitive situations or crises, ensuring that relevant information is disseminated to the public, and addressing any misconceptions or misinterpretations promptly and effectively.
Public relations strategy
Developing and implementing a public relations strategy that boosts the institution’s public image and reputation. This could involve creating communication plans and coordinating outreach activities.
Media monitoring
Tracking and analyzing media coverage to gauge public perception of the institute or of a specific news item or event, and to stay informed on the latest trends.
Training
Providing guidance and training to researchers and faculty members on effective communication techniques, including media engagement, public speaking, and communicating to (and with) non-specialist audiences.
Social media management
Overseeing the institution’s social media presence and engaging with the online community to disseminate research-related content, promote events, and foster a positive and engaging online reputation for the institution.
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