Marine science communication is an important craft. PR people and press officers help spread the word about important research and conservation projects. But what skills do you need to get it right? I've worked in PR for over a decade and have now worked as an ocean journalist for many years. So, I thought it would be helpful to share a few top tips for marine science communicators that might help them improve their chances of press coverage. I hope it's helpful!

Remember, journalists are people

People often feel a bit nervous when they're interacting with journalists. But remember, we're just people trying to get a job done too. Journalists and marine science communication professionals can build great relationships (I know some great ocean conservation comms people) so don't be afraid of reaching out to the press. I wrote a bit more about why journalists aren't as scary as you think here.

Work on your pitch

Pitching is one of the most important skills a science comms pro can have. If you can't get your pitch past a journalist, you're going to struggle getting coverage for your story. Check out my blog on how to maximise your chances of getting pick up from your pitch.

Don't send unsolicited attachments

This is one of my real bugbears. I regularly get emails from press officers with the press release attached as a PDF or, even worse, a huge attachment with heavy image files I didn't ask for. As well as being mildly annoying, this can negatively impact your chance of me covering your story. Here's why.

You made one of the common mistakes in marine science communication

There are some common mistakes I regularly see from science comms people (and, actually, all PR people). You might have been too slow, sent them something irrelevant or didn't have a spokesperson available for an interview. I've written a bit about the media pitfalls to watch out for which you can read here.

Use social media for your benefit

Social media, for all its flaws, can be a great tool. It can help you share your news as well as allowing you to find and follow relevant journalists so you can tailor future pitches to what they need. Here are a few thoughts on how to use social media sites like Twitter (/X) to find the right journalists for your story.

Nail the interview

Marine journalists like myself often interview scientists about their work to make sure we've fully understood the work and get some quotes for our articles. This can feel daunting if you're new to the process but it doesn't need to be. My interviews are always a super informal chat, usually via a Google Meet call. You can find out more about what to expect if I've asked you to an interview here.

Avoid the things that can be annoying

There are some things journalists find annoying but don’t let that put you off. By understanding what not to do, you can plan your communications to avoid them. I've written a blog a few things journalists can find annoying – so you can avoid them in your future media relations outreach.

Don't send a press release for the sake of it

Sometimes, sending a press release can be a knee-jerk reaction from a marine science communication team. But what’s the point of investing your time in a press release when it won’t have a good chance of media pick up? Think about whether your story merits a press release or if it’s better to focus on another format. I've shared more of my thoughts on this in this blog.

I hope you take some helpful pointers away from this blog post. I'll keep updating this over time so do check back again for more insights.

How can I help?

Hi, I'm Mel and I write about the ocean. Hopefully you found these tips useful. If you still need support, I've created a couple of resources that might help:

• A handy guide with tips on getting media coverage
• An editable press release template, so you can write your own

Thanks and good luck with your media outreach!