1. Interaction of the Scientist with the Media and Public Adrian Stanica 1 and Richard L. Thomas 2 1) GeoEcoMar, Bucharest, Romania 2) Institut F.-A. Forel, University of Geneva, Switzerland curriculum in natural environmental science, vol. 2, 2010

2. How to communicate with the public Communication occurs at different levels Mass media normal (inclusion in general, daily programmed and local coverage); focused media. Directed to a specific audience either by interest or region. curriculum in natural environmental science, vol. 2, 2010

3. The following forms of media are the most generally used: Radio - general news, often has time for in depth review of subject Television – short news clips; occasional more in depth review; some special programmes, documentaries, etc., directed to cover specific areas of scientific interest to the public. Newspapers – space for in depth coverage but under the control of the editor and reporter Internet – worldwide dissemination of data and information, which can be prepared and edited by the scientists & org. 1) Online editions of radio, TV, newspapers. 2) specific internet comm. tools: bloggers, chat groups, forums, networks, etc. curriculum in natural environmental science, vol. 2, 2010

4. Focused media Printed matter (prepared by scientist and org) –distributed to a targeted audience. E.g. libraries, news release, fact sheets, newsletters, brochures, etc. Lectures (scientists delivering speeches by invitation to a public audience through some form of organization – govt or NGO). Organizations – dissemination of scientific knowledge to a wide array of organizations (govt. – also Acad. of Sciences or Royal Societies, NGO – Rotary, Lions, Sierra, GREENPEACE, WWF, etc). curriculum in natural environmental science, vol. 2, 2010

5. How to communicate with the media Training is essential and should include the following: Caution during initial briefings Control your emotions Always have a witness Be prepared for surprises Remember who or what you represent Know your message and stick to it Ethics, honesty, integrity Speak clearly using plain words and language React quickly Keep statements short ; answer the question and give factual answers – no qualifying Be prepared to take a risk and take into account the consequences of that risk curriculum in natural environmental science, vol. 2, 2010