How to Get Media Coverage for Research: 5 Common Mistakes to Avoid

For many scholars and researchers, figuring out how to get media coverage for research is a nerve-wracking prospect. The stress of finding the right person to reach out to, figuring out exactly what to say, and when one should follow up are questions that boggle the mind. 

But we know how valuable media outreach and engagement can be. In an era of misinformation and disinformation paired with a decline in trust in science, researchers must play an active role in providing accurate, evidence-based information to the public. And while there is mistrust surrounding the media, outreach can also bring credibility to your work through the eyes of the general public, help inform policy decisions, and shape public opinion on complex issues.

And lest we not forget the career benefits of public engagement. Media coverage can boost citation rates (Anderson et al., 2020; Fanelli, 2013; Phillips et al., 1991), elevate your professional brand (something we scholars should embrace), expand your network and collaboration opportunities, and boost your impact sections in grant applications, potentially leading to more funding opportunities.

To help navigate how to get media coverage for research, we’ve identified 5 common mistakes academics make when reaching out to journalists. Understanding and avoiding these pitfalls can significantly improve your chances of securing meaningful media coverage. Let’s explore these mistakes and the strategies to overcome them.

Mistake #1: Using Academic Jargon 

Let’s face the facts: scholars love fancy words. But here’s a reality check – the average American reads at an 8th-grade level. And get this: only 4.5% of the U.S. population has a PhD. So, if my math is right (and it better be, I’m an academic after all), your jargon-filled pitch will be crystal clear to about 12 people. Not exactly a winning strategy for how to get media coverage for research. 

You may be thinking…”But my research is complex! How can I simplify without losing the essence?” 

Here’s the deal: simplifying your language doesn’t mean dumbing down your research. It’s about repackaging your message. You wouldn’t lecture undergrads the same way you would at a conference full of seasoned researchers, right? It is a similar principle.

When you’re reaching out to the media, storytelling is key. Ditch the passive voice and the ten-dollar words. Use active language and description. Make it concise by getting to the point. 

Think about the real-world impact of your research. Did you uncover fascinating historical tidbits about a local neighborhood? Don’t just list facts – tell the story of a person who lived there, or how a local business evolved.

Tips on how to get media coverage for research without jargon

Struggling to find the right words? Try these tricks:

1. Practice your messaging out loud. If you stumble, your audience will too.
2. Explain your work to your non-academic friends or family. If their eyes glaze over, it’s back to the drawing board.
3. Go analog and write it out by hand. Sometimes, pen and paper bring clarity that a keyboard can’t.
4. Record yourself explaining your research, then listen back. You might be surprised at what works (and what doesn’t) when you hear it.

Still stuck? Try AI! Large language models like ChatGPT, Gemini, and Claude (my personal favorite) can help you brainstorm and shape your jargon-free messaging. Here are some prompts to get you started: 

• Summarize this paper in plain language and in less than 2 paragraphs.

• Highlight 4 key findings in this paper with 1 sentence each. 

• Can you take this paper and write a short pitch email to a newspaper editor? 

• Can you help me come up with interesting ways to present this research to a newspaper editor?

Related Post: How AI Can Help You Communicate Your Research to the Public

Mistake #2: Poorly Written Pitch 

A great pitch isn’t about impressing the journalist with your academic prowess – it’s about making them (and their readers) care about your work. If your email reads like the methodology section of your article, we’ve got a problem.

You’re not writing for your dissertation committee anymore. You’re writing for people who might read about your work while sipping their morning coffee. So, what’s going to make them sit up and take notice instead of scrolling to the next story?

The truth is, readers are less interested in reading the minutiae about the process. But trust me, the media (and their audience) want results, just not the point-by-point of your literature review.

It’s all about the “So what?” factor when reaching out to the media. Ask yourself:

• What’s the main takeaway that will hold a reader’s attention?
• Why should the average person care about this?
• How does this fit into what’s happening in the world right now?
• What’s your endgame here?

Media outlets are businesses. They need clicks, readership, views, and subscribers.  So, your pitch needs to tell them “This will get clicks!” without actually saying those words.

Tips on how to get media coverage for research with pitching

When preparing a pitch, you want to: 

• Craft a subject line that is catchy. Keep it under 80 characters or 9 words.
• Use the journalist’s name and personalize the introduction paragraph that shows you know who they are and what they write about. 
• Hook the reader with a strong opening to your message.
• Tease your key findings. You don’t want to give away the entire story. Intrigue is the name of the game. 
• Stick to 2-3 major takeaways from your research. 
• Connect the messaging to current events, the publication’s audience, etc. Show how your work fits into the bigger picture.
• Be conversational, yet professional. 
• Do not include any attachments. Instead, offer links for more information.

Keep the pitch short and sweet – under 200 words. Chances are you’ve got enough material for a Netflix series. But we’re going for the highlight reel here, not the director’s cut. Quality over quantity is how to get media coverage for research. Plus you can always go the route of a follow-up piece with the rest of the findings, or explore other outlets as a follow-up piece like writing an op-ed.

Related Post: An Academics Guide to Op-ed Pitches

Listen, you wouldn’t send the same grant proposal to every funding body, so why would you send the same pitch to every journalist you find? And to reinforce this sentiment: About 49% of journalists rarely or never respond to pitches because the pitch is irrelevant to their beats or the topics they cover.

Spend a little time finding the right outlets and journalists. They should cover your research topic frequently, recently, and should reach your target audience (e.g., public, policymakers, etc.).

Journalists are often readily available with a deep search. Here are some places to look: 

1. A Google News search
2. Social media (lrelevant hashtags and keywords are a great place to start)
3. Your library databases and search mainstream media publications and writers 
4. Your institution’s public affairs office (especially for local media)
5. Media databases (e.g., Qwoted, Muck Rack)
6. Public relations professionals like me

Tips on how to get media coverage for research with personalized outreach

• Get super specific with your targeting and research. Niche down as much as possible.
• Don’t discount using Twitter/X or LinkedIn to search and connect with journalists. 
• Once you find a few journalists, read their work and get to know their perspective. Follow them on social media and engage by sharing their articles and leaving thoughtful comments. This is a long-game approach on how to get media coverage for research.

Mistake #4: Poor Timing of Outreach 

Timing can be make-or-break for your media outreach. Breaking news is out of our control, but it does not mean you are out of luck.

News cycles are just that – cycles. If there is news breaking the internet, no matter the topic area, you should consider holding off a few days. Chances are resources and column inches will go to the breaking news, not your research (UNLESS! Your research is related to the breaking news AKA is time sensitive). 

Pitches related to current events and news is called newsjacking. If you have insights on a hot topic, strike while the iron’s hot! But remember, timing is of the essence. Have your thoughts ready to go.

For a more evergreen (long-lasting) topic, consider reviewing editorial/advertising calendars. These calendars map out themes for the year. If your work fits a upcoming theme, bingo! You’ve just increased your chances of getting noticed.

Following Up

What is the protocol after you’ve sent your email pitch? 

As a standard practice, follow up once, within 3-7 days after initial contact. Sooner, if the pitch is time sensitive. 

A pitch follow-up can be as simple as forwarding the initial email. The follow-up should remain personal – a simple sentence or two reiterating the pitch will suffice. Adding data or another interesting point can help elevate the pitch. A sure way for your email to be deleted is by forwarding the email, saying “Please see below.” 

If the journalist replies with interest to your pitch, respond as soon as possible with everything they request. Timing is of the essence to show you are a reliable and responsive source of information. 

Tips on how to get media coverage for research around outreach timing

• Set up Google Alerts for your research topics. Stay in the loop is a great way how to get media coverage for research.
• Prepare “evergreen” content that can be pitched anytime.
• Only follow-up once. Then move on to the next one.
• Have a ready-to-go idea/messaging for newsjacking opportunities
• Avoid pitching during major holidays or big news events (unless directly related).
• Consider the journalist’s deadline based on their publication (is it a daily, weekly, whenever the mood strikes-type of publication?)

Mistake #5: Neglecting to Prepare

You wouldn’t walk into a conference presentation without your notes (well, maybe you would). But the last thing you want to do is arrive unprepared for a media interview. 

There are a few baseline concerns when it comes to working with the media: fear of being misrepresented or misquoted, concerns with the journalist/outlets’ agenda, an adversarial interviews, just to name a few. Aligning with the media, another mistrusted institution, can further sow mistrust, a guilty-by-association circumstance.

This makes preparation that much more important. No matter the type of interview (e.g., live, recorded, written) or medium (e.g., television, print, podcast), here is how you can prepare: 

• Prepare (and stick to) 2-3 talking points about your research.
• Think (and prepare) in short, quotable statements.
• Practice out loud multiple times until your messaging is consistent, clear, and concise. 
• Anticipate and prepare 1-2 counterpoints.
• Practice a bit of reflexive communication so you can react in real-time 

Tips on how to get media coverage for research by preparing

It is exciting to get a call from a member of the media for an interview. But don’t let the excitement cloud your judgment. Here are a few questions you should ask the interviewer in advance: 

1. What’s the story really about? 
2. Are they talking to other experts? 
3. What angle are they taking?
4. When’s their deadline?
5. Where and when is the interview happening?
6. Is it live or taped? 
7. How are they recording it?
8. Will there be audience questions?

This list is not exhaustive and will shift depending on the outlet.

Conclusion 

Working with the media does not have to feel like you are moving mountains. A bit of strategy and understanding can take you a long way. 

Next Steps

If you are ready to submit your pitch to a media outlet but want another set of eyes to review your pitch, apply for our free pitch assessment. We review pitches on a regular basis!