This document provides recommendations for an effective media strategy for Swedish astronomy. It discusses being proactive by issuing press releases and using social media, as well as being reactive by making scientists available for comment. Specific tips are given for interacting with journalists, such as preparing thoroughly, keeping responses simple, and correcting any misrepresentations. The document also suggests finding allies, pursuing engaging topics, and taking opportunities to communicate science in order to successfully share astronomy research with the public.

1. Successful media coverage is possible: LOFAR inauguratio 2011. Onsala Space Observatory/H. Sigurdarson
A media strategy forSwedish astronomy
Robert Cumming Onsala Space Observatory, Chalmers
PopulärAstronomi, Svenska Astronomiska Sällskapet
ESO, SKA, IAU

2. Onsala Space Observatory
National facility forradio
astronomy
Run by Chalmers forthe Swedish
Research Council
Provides equipment forscientists
to study the Earth and the
universe.
Workplace forChalmers scientists
in astronomy and space geodesy.
Onsala Space Observatory/Anna-Lena Lundqvist

3. Ourmedia strategy
Active
Chalmers press releases.
Facebookand Twitter.
Prioritise: SKA, ourfacilities,
science with ourfacilities, ALMA,
radio astronomy in Sweden.
Papers have to be accepted for
publication.
Scientists comment.
Free images (on Flickr)
Reactive
Be available (and nice)
Bait and switch
L1448 IRS3B: Bill Saxton, ALMA (ESO/NAOJ/NRAO), NRAO/AUI/NSF

4. Recent media articles: SR, DN

5. Article by Anna Davour in Forskning & Framsteg, photos by David Magnusson, after site visits by each to Onsala.

6. Gabriella Stenberg Wieser in Fråga Lund. Effective communication to 1M viewers. SVT

7. Everyone is on Youtube. Rymdkanalen for example.

8. Populär Astronomi is a media product made by Swedish astronomy.

9. Unsolicited advice 1:
So you got called up for a
comment …
Is it TT? They have wide reach so be extra careful.
Say no or recommend someone else.
Ask for time to get ready. 10 min or a few hours, but
not 2 weeks.
Make the science as simple as you can – and
include something everyone can relate to.
Be enthusiastic if you can. But if it’s rubbish, say
so.
Say why it’s important for you and for everyone.
Don’t always answer the question. Sometimes
every question is ”Can you say something cool?”
Maria Sundin: Sveriges radio

10. Unsolicited advice 2
Short on resources?
Make friends with ESO or ESA, NASA,
SKA, or a stronger university.
Contact media directly. SVT are looking
for good stories, SR like conferences.
Use events, schools, young people (but
expect resistance from colleagues). Or just
a great picture.
Work extra hard on your unique selling
point. It might not be what you expect.
Quasar artist’s impression, from ESO press release. ESO/L. Calçada

11. Unsolicited advice 3:
How not to get misrepresented
Say no if you think the angle is wrong
Think first about how people could misinterpret your
message.
Don’t exaggerate or overclaim. Don’t let your press
officer do it either.
Be careful with probabilities and how you talk about
unlikely but possible things
Don’t let the Daily Mail communicate for you.
Exciting stuff will be misreported unless someone else
does it better first.
Relax, it sometimes happens anyway (and tomorrow it’ll
be forgotten).
Correct mistakes quickly. Send a nice email to the
reporter and suggest a better version.
An Onsala/Chalmers release as reported by Mail Online

12. Do things differently 1
Believe it’s possible to do it right
Make sure you have a message for everyone – from
colleagues and grant awarders to kids and laypeople.
Step up and take responsibility
Especially if you have a nice job title.
Use events
The sky is on your campaign team – Moon, planets,
Milky Way, meteors. Also conferences, anniversaries.
Support science journalists
Encourage and help the good reporters, encourage
students, be a science media person yourself.
Find allies.
Join forces with science centers, communicators,
storytellers, filmmakers, amateur astronomers, kids.

13. Do things differently 2
Try doing research on stuff the public like
Nice examples: Meteor camera network, moon science,
exoplanets, SETI, fast radio bursts.
Think about how ArXiv and social media work
especially if you have something very exciting.
Don’t give public talks
unless you have something extra to offer.
Take opportunities, try out stuff, and find your niche
Practise, talk to the media, pursue what interests you,
get to know your audience.