Types of Stories

Press releases

The first step to promoting any story is to determine where it should be used. Is it newsworthy? If so, it can be a press release. If not, and you have time, there are other options.

Press release format

Press releases have a specific format. There are many resources to learn what that format is. Also see recent press releases on the UAF news site.

• Press releases are structured backwards from typical science or story writing. The key result comes first, then the “so what,” then the background.

• Mention UAF within the first few lines.

• Each new idea is typically its own paragraph. Each quote is its own paragraph.

• Try to keep it under 600 words.

• Limit the number of people quoted to 2 or 3 (max).

Feature stories

Features stories are appropriate if there is a human dimension to the science, such as field stories, historical perspectives, or relevance of a current event that Alaskans care about. These types of stories can be pitched to local media outlets.

• Tailor story to a specific audience

• Features are similar to press releases, but they can contain more emotion, flavor and they have a feature-like lead (see Ned Rozell's writing for examples). Start your story with one of the following:

  • An interesting personal anecdote, example or detail that could lead into the broader subject?

  • Generalities aren't usually as interesting because people can't see, feel, hear or taste them. Using senses often can hook a reader more effectively.

• Story can be featured on the UAF website and in Cornerstone

• Email specific editors to see if they will consider picking up the story.

  • Fairbanks Daily News-Miner often includes features in Gary Black's Latitude 65 or on their Monday People Highlight.

Op-eds

Opinion articles are a great way to share information about science topics that are important to you. They should be written by/for an indvidual who is an expert in the topic area. Limit the authors to four so that they fit on one line. Check out this guide from the Washington Post.

Opinion writing process

1. Identify a topic

   • Begin with a ‘hook’ - something interesting.

   • Weave a single theme throughout.

   • Identify the community/regional audience.

2. Make it relevant, approachable and relatable.

   • • Avoid excessive jargon and acronyms.

3. Include UAF's key research messages:

   • • For every 1$ the state invests in UAF research, 6$ comes back in external support

     • Jobs, economic value of research

     • Infrastructure, public safety, and ways research brings value to Alaskans

4. Keep it short. Word count less than 750 words.

5. Include a 1-2 sentence bio and a sample headline.

6. Review and editing. Make it easy for the newspaper. Work with the communications team to ensure the op-ed is understandable, has appropriate style and flow, there aren't spelling or grammatical errors, it's within the word count.

7. Work with the IARC communications team to send it to the opinion editor of the targeted papers.

   • Some newspapers (Juneau Empire etc.) won't accept op-eds submitted to other papers.

   • Send it Tuesday or Wednesday for best placement (NOT Friday afternoon).

     • Be aware of events that might affect publication timing (like election season).

8. Keep emails to editors short. 2-3 sentences. Use a descriptive subject line.*

   • Attach the piece in a Word doc

   • Photos are not necessary, but you could send one photo that relates to the story and/or a headshot of the author

   • CC all authors.

     • Sample email:
       Subject: Op-ed on MAIN POINT OF PIECE
       Hello NAME OF EDITOR,
       Please see the attached op-ed by [NAMES, TITLES/GROUP TITLE] for your consideration. I’ve copied the authors on this email as well. Please let me know if you have any questions or need anything else.
       
       *Process developed by Chanda File at Strategies 360.

Pitch an idea

A direct pitch can occur if you have a relationship with a reporter (although it is possible to “cold call”). This type of situation usually fits the same story types as above, but rather than writing the article yourself, you contact a reporter and try to entice them to write the story for you or cover it via radio or TV.

• Not sure who to reach out to? Check this list of Alaska media contacts.

• Keep your email pitch short. 3-4 sentences.

  • Connect your topic to themes that the journalist normally covers.

• Make your subject line descriptive.

• Reporters are busy. If you don't get a response, try again.