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“Making Science News”
Friday, April 11, 2003
San Diego Convention Center
2-5 PM
Summary
The APS Communications Committee hosted a symposium
entitled “Making Science News” at EB 2003. The program was intended to
acquaint scientist with the media and to demonstrate the steps involved in
converting a research paper into a news story. The first part of the
program featured reporters from newspaper, radio and television discussing
the fundamentals of each medium and practical advice on presenting
scientific information to journalists. In the second section, APS publicist
Donna Krupa led a workshop on how scientists can organize the components of
one’s research into a media-friendly format.
Communications
Committee Chair Andrea Gwosdow explained the purpose of the session saying
that coaching scientists in media relations is valuable because if
scientists are able to clearly convey their research to a reporter, it is
the first step in ensuring that accurate information goes out to the lay
public. She added that learning to explain one’s science in an
understandable way can be used not only to speak with journalists, but with
friends, family and other non-scientific audiences as well.
Gary Robbins, science
writer for the Orange County Register; Erik Anderson, science
reporter at KPBS San Diego; and Barbara Ware, formerly of FOX News in New
York comprised the panel of journalists. They gave their insight into what
makes science news and the best practices for getting scientific research
covered. The panel made the following points:
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What
Makes News? The speakers agreed on several elements that must be
present for information to be considered newsworthy. Since there is a
better chance of exposure if the research relates to other breaking or
recent news stories, they stressed the importance of timeliness and
relevance to current events. Stories that relate to the local community
usually take precedence over those with no local connection. Also, stories
with a groundbreaking result or that have an immediate effect on health are
considered newsworthy.
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Media Differences. Though there are many
similarities in the definition of newsworthy for the media outlets, there
are fundamental differences in how newsworthy information should be
presented to each medium. Robbins is an advocate of a relaxed
journalist-to-scientist dialogue. Journalists often generalize and focus
solely on the bottom line. Robbins finds that scientists best convey the
big picture of their research when they converse naturally about what they
do instead of talking at length about specific research facts or intricate
details of the experiment. Anderson tries to paint a picture with words and
sounds in his radio reports, so it is important to be descriptive when
explaining science to a radio reporter. Since producers are always
concerned with the photo opportunity and television news segments are very
short, Ware said that images and brevity are key in television. She
cautioned that if there is no visually stimulating aspect, television may be
the wrong medium to pursue.
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Relationship Building. Developing a
relationship with local reporters was another tactic the speakers suggested
to increase individual visibility with the media. A first-hand view of
science in action makes it easier for a reporter to accurately communicate
research to their audience. Therefore, the panel encouraged scientists to
invite local reporters to visit their laboratories. They also suggested
writing a note to reporters explaining (in simple terms!) personal research
focus and areas of expertise, then volunteering to help them understand
related scientific concepts or act as an expert on specific topics in the
future. Finally, they suggested that scientists respond to an editorial or
article and further explain or contribute to the discussion of the article
based on their scientific knowledge.
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Get to Know Your Local Reporter. Become
familiar with the medium to be approached. If planning to submit
information to a news outlet, read the paper, listen to the newscast, or
watch the show of interest. Journalists like when a scientists have done
their homework. For example, by reading the local Science section often, it
becomes clear which writers report on medical news, which report on
environmental issues and which report on research science. Being familiar
with the reporter’s beat and getting information to the right person in the
beginning increase the chances of getting publicity.
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Speak Clearly. The panel warned against using
scientific jargon. The average person feels that many scientific concepts
are over their heads and extensive use of scientific terminology is
intimidating. However, they cautioned against underestimating one’s
audience by “dumbing-down” information. They agreed that a simple, clear
presentation is the best way to communicate science to a non-scientific
audience. Putting research in context with familiar issues and events is
also helpful. (e.g. – “This finding will have such and such effect on the 17
million Americans living with diabetes today.”)
The second part of the symposium was a workshop led by
APS publicist Donna Krupa. Krupa summarized of what the panelists
highlighted as the fundamentals of media and what makes news. She reviewed
the types of reporters and the people who should receive information at
different media outlets. Krupa also gave examples of the coverage the APS
media relations program has yielded and how she uses her knowledge of the
media to frame stories in a way that will get the attention of a busy
reporter on deadline.
Participants followed her through an exercise in
messaging that converted their research into four media-friendly points.
These points can easily worked into a press release. Finally, she reviewed
“Interview Do’s and Don’ts” to acquaint participants with what happens on an
interview and the best ways to respond to reporter questions.
Handouts from this symposium are available below.
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