Push or Pull: Recommendations and Alternative Approaches for Public Science Communicators

Abstract

The news media is a primary source of science information for American adults. News stories are often driven by press releases and other communications "pushed"by institutions, publishers, organizations, and private companies. This article, from the perspective of a public science communicator, examines and critiques push communications, offers some best practices for press releases, and presents examples of other "pull"approaches to communicating science that more closely align with both the process of science and with the interests and values of public audiences.