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The Elsevier Press Office sent out more than 200 press releases in 2008, more than 50% of which were directly related to journal research of note. The Press Office also works with societies and institutions, to maximize publicity efforts.
Shira Tabachnikoff, Director of Corporate Relations, explains the importance. ‘Targeted media outreach expands the reach of the journal and the author, as well as drawing readership and attention to groundbreaking research,’ she says.
But the right kind of media attention for science can achieve even more. Policymakers, scientists, students and the general public are interested in reading about the latest important research. Important issues of the day, and policies of tomorrow, can be influenced by the right type of media campaign. Policies on health, safety and the environment can be influenced by the media’s coverage.
‘Articles must of course be exciting enough to capture attention in busy newsrooms. That means striking while the iron is hot and the research is just out, and targeting appropriate audiences.’
The Press Office not only releases news proactively, but also manages Flash and the Online Newsroom, two popular products that prove that the team’s approach is getting excellent response from the media.
The team also assists journalists with questions they have about research, offers experts to give opinions or explanations, and gives free access to ScienceDirect to all accredited science journalists. Tabaknikoff explains: ‘this ensures that the media has a solid understanding of science and has the information they need to write well-informed articles.’
Tabachnikoff is an experienced media trainer who can offer advice about how to optimize media opportunities and promote journal brands.
For more information, email the Elsevier corporate relations team.
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