ABSTRACT
A good place to start in identifying the media people would like to contact is to look through a media resource guide such as the News Media Yellow Book, Bacon’s Media Directories, Burrelles-Luce Media Contacts, and others that provide information to paying subscribers. For starters, there may be a general misunderstanding on the role of the media relations office and the reality of its business. Sometimes the best option to generate media coverage may be to work with a media consultant. The best media relations firms for scholars and researchers have a strong working knowledge of the academy and the scientific community. An area of mutual frustration is the seemingly all-too-often response that it’s not news when staff in media relations is asked to promote a program or event. Odds are the media relations staff is right.
