PR pros and scientists: A 10-tip formula for collaborating

How to make sure the chemistry works—and doesn’t blow up in your face

Popular media outlets are increasing the quality and quantity of coverage of scientific advances and understanding of important environmental issues. Or in the case of the current oil spill crisis off the coast of Louisiana or the floods in central Tennessee, these events, unfortunately, occur, and we must react.

Scientists, on the other hand, are also discovering the importance of working with the media to showcase their research to the public. During the Renaissance, part of the job of a scientist was explaining what he did. He (in the 19th century, scientists were predominantly male) was expected to discuss findings with the public, feeding the “scientist as populist” culture. And this culture is returning.

The role of the public relations professional in this trend is to create a bridge between the two, in order to make sure the scientist’s research is portrayed in an accurate and interesting light and to make sure the journalist has access to enough information to properly understand and convey the importance of the research.

Working with a scientist to form a successful pitch that will get picked up by the media is an art. Here are 10 important tips for mastering this art: