From the lab to headlines: Why do some studies make the news while others don't?

When we read news stories about cutting-edge cancer treatments, groundbreaking Alzheimer's discoveries, or revolutionary technologies, we seldom consider the intricate process that brings that information to newspapers, radio, or television. Scientists meticulously publish their findings in specialized journals, while journalists determine which of these papers merit public attention.

This selection process molds the scientific information accessible to society, sways public opinion on specific subjects, and influences funding trends in various research areas. To determine whether research institutions and universities can boost the likelihood of their scientists' work being featured in the media, the INc-UAB communication department conducted a two-year study analyzing the public reach of their publications beyond scientific circles.

The researchers evaluated three distinct communication strategies: refraining from any communication efforts, sharing a summary on social media, or crafting a press release, a concise document created by communication departments for journalists to explain the study's findings and significance. The study, published in the journal Scientometrics, reveals that only articles accompanied by a press release garnered media coverage.

On average, these press-released articles appeared in 18 online news stories, in stark contrast to papers promoted solely through social media or left uncommunicated altogether, which never received media exposure. The study's lead author, Roser Bastida, highlights that journalists, not the sole gatekeepers, decide which scientific findings reach the public.

Research institutions themselves act as initial filters, as studies without a press release are likely to go unnoticed, regardless of their relevance. This finding emphasizes the crucial role communication departments play in shaping public awareness of research, particularly for institutions lacking dedicated communication resources.

The study's coordinators also stress the importance of press releases while questioning the efficacy of alternative science communication methods, particularly on social media. Moreover, the research underscores the need to reassess how societal impact is measured in research funding decisions, as this criterion is increasingly significant.

By providing insights for designing communication strategies and warning of the selective dissemination of scientific information, the study offers valuable guidance to research institutions and universities.