That was what the ten 2012 Media Fellows found out on media outlets such as the BBC, The Financial Times and The Scotsman.
Some of the things they learned were, if you want to engage the media with your research, you need to:
- be clear, enthusiastic and jargon-free
- explain why your message is relevant to the general public
- explain why is it new
- and remember - you can’t say everything
This and much more is what they shared in the 2012 Media Fellowships report .
It is worth having a look.
If you want to know about the scheme's impacts, you can browse the 2012 Media Fellowships evaluation report .
About the Media Fellowships
The Media Fellowships  give scientists and their colleagues, the confidence and willingness to engage with the media by placing them for three to six weeks working with a national press, broadcast or internet media.
The scheme reflects the British Science Association's commitment to increasing the accessibility of the sciences and providing opportunities for discussion and debate.