How science PR pros can get my -- and other journalists' -- attention

How to Get My AttentionHow to Get My Attention(and Attention from Other Journalists)(and Attention from Other Journalists)

in a Wired Worldin a Wired World

Ivan Oransky, MDExecutive Editor, Reuters Health

Adjunct Asst. Professor, New York University Science, Health, and Environmental

Reporting ProgramBlogger, Embargo Watch and Retraction Watch

Don’tDon’t1. Call to make sure I got your emailed press release


2. Use short embargoes


2. Use short embargoes

3. Embargo studies that are already published

4. Send 10-megabyte email attachments

Don’tDon’t

From: System AdministratorTo: Oransky, Ivan (M Edit Reu Hlth)Subject: E-mail Quota Warning - Your Mailbox is 80 percent of its allowable sizeSent: Apr 29, 2011 8:00 PM

Your mailbox exceeds 400,000 Kilobytes (KB) in size. Your mailbox size is currently 510187 KB.

When your mailbox size exceeds 500MB, you will be unable to send mail until enough messages or other items are deleted to reduce the size below 500MB.You will continue to receive incoming email until your mailbox reaches 1,024MB (1 Gigabyte), at which point all inbound email will be returned to the sender.

4. Send 10-megabyte email attachments

5. Use silly news pegs

Don’tDon’t

DoDo1. Get to know what I’m interested in, by reading it and

seeing what I do on Twitter. Then send me targeted pitches.

DoDo1. Get to know what I’m interested in, by reading it and

seeing what I do on Twitter. Then send me targeted pitches

2. Send drafts of studies to give reporters more time; explain clearly they should be checked against final versions

DoDo1. Get to know what I’m interested in, by reading Reuters

Health and seeing what I do on Twitter. Then send me targeted pitches

2. Send drafts of studies to give reporters more time; explain clearly they should be checked against final versions

DoDo3. Consider changing your criteria for who gets

embargoed material to be more inclusive – e.g., bloggers

DoDo3. Consider changing your criteria for who gets

embargoed material to be more inclusive – e.g., bloggers

4. Account for all embargo breaks, not just by media outlets

DoDo5. Consider doing away with Ingelfinger – or at least

making your policy crystal clear

How science PR pros can get my -- and other journalists' -- attention

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