BRIDGING THE TWO CULTURES Communicating Science to the Media

WHY BOTHER? Informed Citizenry –Many areas of scientific research are being debated by politicians and special-interest groups –To the extent that the public has influence in these debates, scientists should make their voices heard and their positions clear via the media

WHY BOTHER? Informed Citizenry Right to Know –Scientific research is largely underwritten by the federal government –Scientists should make an effort to let the public know, via the media, the value returned on their tax dollar investments in research

WHY BOTHER? Informed Citizenry Right to Know Feed the Pipeline –Media coverage of research is another way to inspire younger students to pursue careers in science

WHY BOTHER? Informed Citizenry Right to Know Feed the Pipeline Promote Bryn Mawr –Media coverage of Bryn Mawr research will raise public awareness of the College’s extraordinary role in the sciences

SIMILARITIES BETWEEN SCIENTISTS AND JOURNALISTS Curious Analytical Objective / Impartial Communicative

DIFFERENCES BETWEEN SCIENTISTS AND JOURNALISTS Publication Speed –Scientists:1 – 3 Years –Journalists:1 – 3 Days

DIFFERENCES BETWEEN SCIENTISTS AND JOURNALISTS Publication Speed Publication Style –Scientists present their research results and tend to cite other works that agree with their findings –Journalists present all sides to a story and tend to highlight differences of opinion and alternative viewpoints

DIFFERENCES BETWEEN SCIENTISTS AND JOURNALISTS Publication Speed Publication Style Primary Audiences –Scientists:Specialist Colleagues –Journalists:General Public

DIFFERENCES BETWEEN SCIENTISTS AND JOURNALISTS Publication Speed Publication Style Primary Audiences –Scientists:Specialist Colleagues –Journalists:General Public –Scientists reach the general public primarily through the mediation of journalists

SUCCESSFUL MEDIATION WITH JOURNALISTS All Audiences are Non-Specialists –Journalists are generalists –Public are generalists –Even scientists are generalists outside their specialty

SUCCESSFUL MEDIATION WITH JOURNALISTS All Audiences are Non-Specialists Explain Your Research in Plain English –Avoid technical terms and jargon

SUCCESSFUL MEDIATION WITH JOURNALISTS All Audiences are Non-Specialists Explain Your Research in Plain English Ask Questions –Make sure journalists understand you so that their audiences will also understand you

SUCCESSFUL MEDIATION WITH JOURNALISTS All Audiences are Non-Specialists Explain Your Research in Plain English Ask Questions Use Analogies, Metaphors and Similes to Promote Understanding –This will help journalists and their audiences better understand your research

SUCCESSFUL MEDIATION WITH JOURNALISTS All Audiences are Non-Specialists Explain Your Research in Plain English Ask Questions Use Analogies, Metaphors and Similes to Promote Understanding Use Anecdotes to Connect with Your Audience –This will help journalists and their audiences appreciate that research is a human endeavor, just like their own work

SUCCESSFUL MEDIATION WITH JOURNALISTS All Audiences are Non-Specialists Explain Your Research in Plain English Ask Questions Use Analogies, Metaphors and Similes to Promote Understanding Use Anecdotes to Connect with Your Audience Be Prepared for the “So What?” Question –Put your research in a broader context of social or economic benefits –But don’t oversell or exaggerate

REALISTIC EXPECTATIONS Deadline Pressures –Be accommodative and responsive

REALISTIC EXPECTATIONS Deadline Pressures Don’t Expect to Review News Stories –You won’t have the opportunity to review the story prior to publication –At best, you can ask the journalist whether any points you’ve made need clarification

REALISTIC EXPECTATIONS Deadline Pressures Request in Advance to Review Your Quotes Everything Is Subject to Editing –From headlines to body copy –Story may be cut down or even spiked –Darwinian competition for space / newsworthiness

REALISTIC EXPECTATIONS Deadline Pressures Request in Advance to Review Your Quotes Everything Is Subject to Editing Nothing Is Off the Record

BRIDGING THE TWO CULTURES Communicating Science to the Media

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