ABSTRACT
Journals such as Science, American Journal of Medicine, Nature, and a host of others are where the mainstream and new media often find their stories. There are no complicated formulas in dealing with the media, just common sense. The best media relations come from developing a personal connection with members of the press. The essence of news is that it is of interest to readers, listeners, and viewers. A call to a newspaper about a breaking story hours after the event can be too late. Newspapers such as the New York Times and the Wall Street Journal have expanded their opinion pages on the Web, increasing the demand and turnaround time for article submissions. Traditional news cycles for the mainstream media once measured in days and weeks are gone.
