Abstract
Journalists face plenty of challenges when covering innovation topics. Because innovation stories combine elements from several traditional beats, they are often left “homeless” in the media. The general lack of resources in the media affects specialty areas in particular. On top of that, innovation topics are often difficult to write because the issues are complicated and unpredictable. The risk of engaging in PR is particularly high when writing about innovation. Journalists can try to cope with these challenges, for instance by networking with experts, doing collaborative stories between desks, appreciating the fact that innovation stories take their time and finding a personal involvement in the topic to make it more appealing to the reader. The data in the present article consist of 69 thematic interviews with press journalists from the US, Japan and Finland.