making the right sort of impact in the media
TRANSCRIPT
Making the right sort of impact in the media, journalistic error & research reporting Kandy Woodfield
Director of Learning & Enterprise
23rd February 2014, Cardiff University https://www.flickr.com/photos/62693815@N03/with/6276688407
Over 40 years’ experience of listening to the public and making sure their voice is heard
A not for profit organisation, which means we’re never compromised by commercial or political agendas
Setting the standard for social research in the UK
About us
Applied research needs to add something to society New knowledge or insights
New tools or approaches
Alternative perspectives
Cures, remedies, fixes
Otherwise, it’s not changing society
NatCen’s mission …
Impact, research & the media
We believe that social research has the power to make life better. By really understanding the complexity of people’s lives and what they think about the issues that affect them, we give the public a powerful and influential role in shaping decisions and services that can make a difference to everyone.
Our
The role of the media Consumers of research data
Gatekeepers to mass audiences – able to influence & inform public understanding of policy & research issues
Opinion formers: influence political parties and policy makers
Ambassadors for research
Working with the media helps you to…
Influence policy & public debate Encourage the public to take part in future
research Raise your profile as a commentator &
researcher Focus your thinking
But… Most journalists are not
statistically trained Changing media landscape growth of online & 24hr news
cycle
social media & citizen reporting
Mistakes & misinterpretations happen…
Findings from British Social Attitudes on self-reported racial prejudice
Potentially controversial
Lots of preparatory work with The Guardian
Data misuse
How was the data misused
Headline misrepresented the data Exaggerated the extent of self-reported racial
prejudice
Failed to acknowledge the complexity of the statistics
The data showed:
A statistically significant increase since 2000 but numbers still much lower than 1983
Myriad of reasons for this but it does NOT = ‘a rising tide of prejudice’
Managing it
Pointing people to our interpretation of the data: Press release
Our article for the Guardian
Having spokespeople ready: Today on R4
Regional radio stations
Relayed concerns to The Guardian: Toned down the online headline
Included a clarificatory sub-heading
Proactive social media: Blogging
Tweeting
Dialogue
Using your right to reply
Comment article drew inaccurate implications from BSA data
Used it as an opportunity to correct errors & broaden the debate
The ones that make us
And then there’s … the Daily Mail
Take a look at this article and the NatCen press release which preceded it:
How well do you think the research has been represented in the article?
Identify places where you think the data has been misinterpreted
What would you do?
Managing risk In advance – prepare materials for media distribution
A press release
An article or blog
Q&A documents
Prepare yourself: practice Q&As, get some media training
Build relationships
If it’s an exclusive ask for sight of the copy
Be available on the day of publication
Read what’s written
Listen to how it’s presented
Be prepared to respond if the data is misinterpreted
Put out your view through social media and engage in discussion of your research
Thank you
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