How to tell the world about your exciting discovery

Good news! The findings from the research you have been working on for years have been accepted for publication by a major journal!

What now?

Get in touch with Office of Communications and Marketing. And the sooner the better.

By working with us, we can increase the profile of your work both within Virginia Tech and in the outside world, help you fill in some important blanks in your eFARS report, appease your external funding sources, and potentially pull in new streams of revenue.

So how do you do it?

Chances are, you know that your article is going to be published months ahead of time. This is the moment when you should get in touch with our office.

Our standing joke is that if you call us and tell us that you are going to be on the cover of “Nature” tomorrow, we’ll tell you congratulations. But if you tell us a month before, we’ll tell you that we can try to get you some high-impact media coverage.

The advantages of letting our office know early are many.

First off, we are working on many different releases and publications at once, so we can’t drop everything for a last-minute request.

Secondly, VT News is often scheduled weeks ahead of time, so if you want them to run the story – or better yet, have it be the main story – they need to have notice that it is coming.

But most importantly, we need to develop a good media strategy for you. This involves pitching the appropriate media before the press release runs (we respect and work with all journals regarding embargo dates), finding the best photos to accompany your story, and creating a robust media distribution list, among other things.

Newsweek Screen Shot

Some recent examples of stories we did where researchers told us about their upcoming publications far in advance have resulted in some stellar media coverage. Andrew Neilson’s story ended up in the New York Times Magazine. Tom Kuhar’s work ended up on All Things Considered. Jim Westwood’s research was featured in Newsweek, and is going to be on the NSF website later this month.

While we know that final details of your story are often being hashed out until the last minute, we aren’t terribly concerned whether or not you carried the 1 on the chart of on the 34th page of your paper. We need the big picture story and to identify why this research matters to the larger world.

If you aren’t sure whether or not your publication is news release-worthy, just drop us an email or call (1-5417) and we can brainstorm the best way to publicize your results. After that, you’ll enter a job ticket via the job system.

After that, next stop, New York Times!

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One Response to How to tell the world about your exciting discovery

  1. Pingback: Strategies for Better Communication recent blog posts | Insights

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