BRIDGING THE TWO CULTURES Communicating Science to the Media.

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 BETWEENSCIENTISTS 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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