One can spend considerable time trying to figure out what stories will capture the media's imagination. The danger is, however, in creating sensational stories built on shaky science. The weakest link can be between media interest and actual importance to people's lives. Publicity can direct investigations toward further thin results rather than strengthening less interesting links. Most robust results require yeoman service to scientific work.
Science is an accumulation of knowledge built-up over generations.
GISP II has been an excellent example of polar research that can draw public attention, but do so on a frame of solid science. In truth, the Arctic science community will not find many opportunities like the Greenland Ice Sheet. Interesting results take far greater work. Each link in the chain needs to be supported. Most in the scientific community, and many in the press, understand the need for both exciting results and obscure but essential work.