Scientists know science. And they’re good at getting science news. Know who’s not? Non-scientists. Yet non-scientists outnumber scientists, and their attitudes, believes, intellects (or not) and their votes help determine science policies, from funding for stem cells to what’s taught in school. The near-extinction of science reporters at local news outlets has created a gap in a steady stream of legitimate, dependable science news. Yet today there are more ways than ever to reach the general public. This session is about expanding your audience beyond the science in crowd. We’ll talk with two young scientists who are passionate about finding new ways to reach new audiences and we’ll explore ideas for how PIOs, freelancers, staff reporters and even scientists themselves can take a lesson from the universe and expand.

As media outlets tighten their belts, freelancers are folding foundation, company and university gigs as well as journalism into their income streams, navigating conflict of interest issues along the way. Those who write books must decide whether to accept speaking fees from organizations they might want to report on. And offers for paid reporting trips seem ever more tempting as media outlets slash travel budgets. Each writer abides by their own code of ethics, and editors ask writers to abide by theirs. These standards vary. This panel aims to bring those codes out into the open and to have a frank discussion about how to navigate thorny ethical dilemmas and still make a living.

First-Timers, Students, and Veteran Conference-Goers:

Bring your breakfast to the ballroom and join other newcomers before the Business Meeting starts.

For the fourth year in a row, NASW, thanks to volunteer Michael Newman, is offering its successful “Sci-Buddy” mentoring program for first-time attendees and students. “Sci-Buddies” are veterans of past NASW conferences who volunteer to introduce newcomers and students to other attendees; help them avoid confusion and anxiety by being a source of information and advice on meeting sessions, networking and other topics; and in general, help make ScienceWriters2013 the most productive and satisfying time possible for all.

Anyone wishing to be a “Sci-Buddy” should alert the folks at the registration desk upon arrival. “Buddies” will receive a special "Ask Me" ribbon so that newcomers and students will know whom to approach for help. First-timers should ask for their special ribbon that identifies them as new to the annual conference experience.

To kick things off, there will be specially marked tables at the Saturday, November 2, breakfast where first-timers, students and “Sci-Buddies” can get together, share some lively discussion and start new friendships. If you’re in one of these groups, please join us!

Questions? Contact Michael Newman at (301) 975-3025 or michael.newman@nist.gov.

In our new, rapidly changing media ecosystem, it is easier than ever to write about science — but harder than ever to be heard above the din, to build a reputation, and to make a living.  How are science writers and journalists adapting to these shifting rules? Links, documents, data and transcripts, in addition to quotes, are expected by readers. How do today's science writers use these ingredients to establish trust with online-only readers? How important is the brand name of the media organization vs. the byline of the writer? With researchers now able to directly communicate with the public, how has the role of the writer changed? These panelists, who occupy different niches within the Web-based media ecosystem, have successfully adapted to the new “rules,” and are helping shape the future of science communication.