Storytelling
How CALES Communications evaluates, develops, and shares stories across research, teaching, and extension
Editorial Priorities
At CALES, we tell stories that show the impact of our research, teaching, and extension work. We focus on work that demonstrates relevance, outcomes, and connection to the people and communities we serve.
Our storytelling is outward-facing, meant to inform public understanding, support program enrollment, and strengthen partnerships. Our priority is to support visibility that enables engagement, investment and funding opportunities, while contributing to scientific understanding.
The stories we tell reflect hands-on learning, discovery, and the role CALES plays in addressing real challenges in Arizona and beyond.
Editorial Process
Storytelling at CALES is a collaborative process from idea to publication.
CALES is a large and diverse college, with no shortage of meaningful work happening across research, teaching and extension. We rely on faculty, staff and students to help us identify story ideas and to keep us in the loop on new developments and achievements.
We review all story ideas carefully, looking for opportunities that best reflect the impact, relevance and distinctiveness of CALES work. Every submission helps us tell a more complete and accurate story of who we are, what we do, and why it matters.
Content Formats
We use multiple channels to communicate CALES work, including:
- news stories and web features
- newsletters and email communications
- social media
- direct media pitching and relationship building
News release
(roughly 500-800 words)
These are used selectively for high-impact announcements, including major research discoveries, significant funding or awards, large gifts, and other notable news. When produced, they are distributed to relevant media contacts through curated, topic-based lists, and may also be adapted for social media and published on UA News and CALES News pages.
Web feature
(roughly 1,000-2,000 words)
Published on CALES websites, web features are in-depth stories designed for broad use across communications channels. These stories may also be adapted for marketing materials, social media, media outreach, and sharing with the communities they reflect and impact.
We use strong visuals to support and advance the narrative, helping to deepen understanding and bring the story to life.
Social media post
(photo driven and roughly 100 words)
Published across CALES social channels and related platforms, these posts highlight timely stories, updates, and achievements from across the college. Their reach is amplified when shared through your own networks and with the communities they impact.
What to expect
Submitting an idea does not guarantee coverage. We may follow up for additional detail, suggest a different format, or hold the idea for future consideration.
Interview
If we move forward, we’ll schedule a 20–30 minute conversation (typically via Zoom) to learn more about your work and its broader relevance. We aim to keep these conversations clear and accessible, avoiding unnecessary technical detail.
Photos and video
We may request or collect photos and video of you, your team, and your work to support effective storytelling and ensure strong visual context.
Review and revision
We share a draft of every story for your review before publication. Our goal is to ensure the science, facts, and framing are accurate, and that you are comfortable with how your work is represented.
This is a collaborative step in the process. We rely on your expertise to confirm technical accuracy, clarify context, and identify any concerns with interpretation or positioning.
When we request feedback, we are focused primarily on accuracy and factual clarity—not stylistic preference or editorial tone, which we maintain to ensure consistency and readability across CALES communications.
We will not publish a story until these core elements are resolved and all necessary contributors are aligned. In some cases, we may also invite additional reviewers to ensure accuracy and appropriate representation.
After publication
After publication, we will share the story through relevant campus channels and encourage you to share it within your own networks. External reporters may also pick up the story and request follow-up interviews. We can help coordinate those requests and guide you in best practices when working with the media.
Come for the science, stay for the stories
CALES Insider is our primary channel for sharing CALES work directly with external audiences.
Anyone can subscribe, including employees, students, alumni, industry partners, and community members. Through monthly, topic-based newsletters—focused on Food and Health, Nature and the Environment, Ag and Animal Production, or Business and Community—we deliver stories of impact directly to subscribers’ inboxes. These newsletters help connect CALES research, teaching, and extension work with the people and communities it serves.
Have an item to share with our internal community of faculty and staff?
Take advantage of existing newsletters and outreach channels that target students, faculty, and staff.
Submit content relevant to faculty and staff to the CALES Weekly Bulletin, Tuesday Extension Notes or Lo Que Pasa.