Communicating Science in a Shifting Media Landscape

The implosion of America's mainstream news orgnanizations, and the concurrent explosion of new media, is replacing the old challenges of communicating science to the public with an entirely new set of challenges. It's no longer enough to cultivate relationships with  a few trusted, well-informed reporters; instead, researchers, policymakers, resource managers and others with a science-based message to convey must master the means of communicating through online media, blogs, social-media channels -- and ultimately, perhaps, through media channels their organizations create and operate themselves. A veteran of both the old and new media worlds -- and of advising environment-related nonprofits on effective media relations -- offers perspectives on effective ways to reach the media, bypass the media and be the media.