BRIDGING THE TWO CULTURES

1
BRIDGING THE TWO CULTURES

• Communicating Science
• to the Media

2
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

3
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

4
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

5
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 Colleges extraordinary
  role in the sciences

6
SIMILARITIES BETWEENSCIENTISTS AND JOURNALISTS

• Curious
• Analytical
• Objective / Impartial
• Communicative

7
DIFFERENCES BETWEEN SCIENTISTS AND JOURNALISTS

• Publication Speed
• Scientists 1 3 Years
• Journalists 1 3 Days

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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

9
DIFFERENCES BETWEEN SCIENTISTS AND JOURNALISTS

• Publication Speed
• Publication Style
• Primary Audiences
• Scientists Specialist Colleagues
• Journalists General Public

10
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

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SUCCESSFUL MEDIATION WITH JOURNALISTS

• All Audiences are Non-Specialists
• Journalists are generalists
• Public are generalists
• Even scientists are generalists outside their
  specialty

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SUCCESSFUL MEDIATION WITH JOURNALISTS

• All Audiences are Non-Specialists
• Explain Your Research in Plain English
• Avoid technical terms and jargon

13
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

14
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

15
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

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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 dont oversell or exaggerate

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REALISTIC EXPECTATIONS

• Deadline Pressures
• Be accommodative and responsive

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REALISTIC EXPECTATIONS

• Deadline Pressures
• Dont Expect to Review News Stories
• You wont have the opportunity to review the
  story prior to publication
• At best, you can ask the journalist whether any
  points youve made need clarification

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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

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REALISTIC EXPECTATIONS

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

21
BRIDGING THE TWO CULTURES

• Communicating Science
• to the Media

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Return to Summary of Brown Bag Discussion