Science Communication:

Working with the Media Professor Adam Hart, University of Gloucestershire

Overview

• An unusual perspective?

• Some insights from both sides

• Rules of Engagement

• What societies can do to help

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My background

Scientist

• Social insects

• Ecology

• Citizen Science

• Wildlife research

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Scientist communicator

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Science communicator

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Insights from both sides

Scientists think journalists are LAZY!

The reality is a little different…

• Deadlines, deadlines, deadlines

• You ever read an Abstract?!

• Fact-checking…

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• Journalists aren’t scientists

• They “don’t understand science”

• Science is just a “gimmick”—“and finally…”

• Media “care more about the story than the facts”

• They are out to “ambush” scientists

• They want to stereotype scientists

• They never ask me!

• They have no time for detail

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Scientists are “particular”

• Detail obsessed

• Can’t see the “hook”

• Why use 1 word when 10 will do?

• They love jargon!

• Want to acknowledge everyone involved

• Constant justification and caveats

• Statistics…yawn…

• They’re never in!

• Insist on scientific names…

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The “process”

The struggle!

The fundamentals

Many don’t have a scientific background

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Journalists don’t understand science

Simplifying the science

Getting the basics wrong

Misquoting

Hyperbole

Pasting the press release

Wrong image—or wrong caption

Scientific names

Getting titles wrong

Getting affiliations wrong

Steamrollering over uncertainty

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Some common issues

Features versus News?

Radio/TV?

Newspapers/online?

Many do not listen to or watch science…

…or read science features or news

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Scientists don’t understand media

Jargon

“Radio/TV voice”

Mic-shy

Lack of enthusiasm

Thanking everyone

Rambling

First-answer cramming

Statistics

Unnecessary detail

High-level info, no background

No “take home”

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Some common issues

Some Rules of Engagement With special reference to Societies

1. If the media don’t know about it, they can’t report it—badly or otherwise

Improve Abstracts

Press releases

Nurture contacts

Improve journal summary material

Graphical Abstracts

“In a nutshell”

Lay summaries

Something new?

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2. Be contactable

Answer…now…

Journalists are in a hurry!

See above

Be visible

Be on the media radar

General info vs news?

Become the point of contact

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3. Play the game

Understand what the media want

Listen to the radio

Watch the TV

Read newspapers

“Media Watch” news

Critical screenings/broadcasts

Journalists-in-Residence?

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4. Provide training

Not just sham-interviews…

And not just for scientists?

• Scientists like to understand process

• Being prepared is not the same as being asked

• Train scientists in putting themselves forward

• Develop profile—stop being so modest!

• Understand the “game”…

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There are many excellent communicators

There are many excellent journalists

There are many excellent societies

BUT…

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