Hannah Carey, Ph.D. – University of Wisconsin,
Veterinary School
Dr. Carey, chair of the APS Communications Committee,
began the discussion by addressing why physiologists scientists have a
need to communicate about science to the public.
She talked about how scientists have learned how to
communicate through scientific means. But there is an underlying
responsibility – to explain research to taxpayers, to educate young people
and the general public, to be proactive in order to increase funding for
science. It can be fun to communicate the interesting things that you do.
This is an easy concept for some, but others need
guidance. Scientists can learn how to communicate effectively from
professionals who promote biomedical research issues on a regular basis.
The APS Communications Committee invited a panel
which included a print journalist and representatives from a state
biomedical research organization, an institutional PR department, and a
professional scientific society. They discussed how news is made and how
to best communicate with the general public.
Rosie Mestel, Ph.D. – Los
Angeles Times
Dr. Mestel is a science and medical reporter at the
Los Angeles Times, one of the most widely read newspapers in the
country. She started as a scientist, but said she never really took to
it. Mestel enrolled in the science writing course at the University of
California, Santa Cruz, and discovered that she had found her niche. She
now writes on everything from Alfred Kinsey to Terri Schiavo to science
briefs that come across the newswire. Mestel is one of eight science
writers at her paper.
How do newspapers decide what issues to cover? They
sift through all the emails, news nuggets and press releases that they
receive daily. Since there is no science page, the L.A. Times
tends to look first at widely applicable science stories that are
obviously breaking news (new drugs in clinical trials, immediate health
threats, newly discovered remedies for common medical problems, etc.).
Research either gets written up as a daily news story or is pitched to
page one as a larger news piece. While they consider some basic research
stories, items that are too incremental are oftentimes rejected. But if
the research is very interesting, it can be held over to be included in a
feature piece.
Some stories grow to encompass much more than the
original headline. For example, a story about hormone replacement therapy
began as the result of a study that linked its use to heart disease. The
final article addressed other issues including why so many women had been
prescribed this therapy, and the specifics of how hormone replacement
works in the body.
The Times likes interesting and “cool” stories
as well as those based on “weird phenomena”. Mestel was born with one
kidney and researching the background about
her condition seeded a story idea. She then polled her
colleagues about surprising health conditions that they may have had, which
led to more articles.
So what should you do if you think your research is of
interest to the media/general public?
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Let your press office know beforehand. Science news must be
current and these media professionals can help get your research media-ready
before the article is published.
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Make yourself available as a source. Press releases are
intended to provide the basics of your study, but the fundamentals need to
be explained and you should be available to tell the story. Your
availability can make or break an article.
-
Be prepared to talk to the reporter for a while. Even if it
ends up being a short piece, the journalist wants to understand it.
Reporters also go back to scientists who can explain things clearly.
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Avoid jargon, but don’t dumb it down.
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Speak expressively to add color to the piece. Additionally,
keep the visual aspects of your work in mind. If there is something
particularly interesting to look at, consider inviting the reporter to your
lab to see science for his/herself, or offer a photo.
Gale Davy – Wisconsin Association for Biomedical
Research Education (WABRE)
Ms. Davy is the executive director of WABRE, one of the
15 state biomedical research organizations that comprise SUBR (States United
for Biomedical Research). WABRE was first established in response to the
animal rights movement in Wisconsin. WABRE’s mission is to educate the
public about the role that biomedical research plays in their lives;
represent the biomedical research community in Wisconsin; and promote
excellence in science education.
Davy emphasized the vital role communication plays in
scientific research. Ineffective communication of science comes at a great
cost – measured in loss of actual dollars devoted to research and in fewer
scientific and medical advances that benefit the public. There is also a
psychological cost and a loss of pride for scientists.
Davy cited lack of communication on behalf of research
in the U.K. as a major factor that has led to stifling science legislation
in that country and others in Europe. The “noose of red tape around the
neck of science” is evidence of what can happen if people do not understand
the value and benefits of scientific research. Scientists have to
communicate to build public support, political support, and create a
productive regulatory environment.
Communicating is fundamentally an exercise in
storytelling, but not in the traditional way. It is telling the story of
you…your work…your field and its impact…and through the impact, it’s
everybody’s story. We need to humanize scientists because opponents
dehumanize science based on a “higher morality.” Our greatest defense is
good science and good people.
When talking about your research, think about who you
are speaking to. Oftentimes, your audience dictates how you relate your
message. What do they know? What do they care about? Relate your research
to them in terms they understand.
Likeability matters in communications. Public
relations is less about knowledge and more about likeability. It’s far more
important that people like you than understand you (think: politicians).
Protect yourself, your colleagues and science, by
communicating face to face. Join a party and support it. Meet candidates
and other politicians and get face time with them. Go to political
fundraisers. The public and the policymakers want to know about your work.
WABRE and other SUBR organizations can help you
understand how to form your message, find your audience, outreach to people,
and follow-up. Scientists should support the SUBR organization in their
state and consider becoming active in its leadership. If none currently
exists in your area, you can contact Ms. Davy or visit the SUBR website (www.statesforbiomed.org/)
about setting up a SUBR organization near you.
Robert Nellis – Mayo Clinic Communications
Very few papers have science pages anymore. Many
publications do not see the interest in a full spread devoted to basic
science. The focus today is on issues like healthcare (exercise, diet),
technology, space, dinosaurs, etc. Media is now “narrowcasting” instead of
“broadcasting”. Stories are more specialized, but this may provide you with
a better chance of getting your story into print.
When preparing to put your research out to the public
consider the following:
Questions to Ask
Is my research newsworthy? Does it have widespread
implications to the general public? Am I being sufficiently clear? Am I
alerting people that can help with dissemination soon enough? Will I be
around to respond?
Newsworthiness
Avoid preliminary or incremental findings. Your
research must be seen as having an impact on the public. Will the general
population be impacted directly? Will your science affect their pocketbook,
cure their children, or go into clinical trials within the next two to three
years? Is it of interest to specialty media?
Clarity
Avoid jargon – speak in clear and common terms.
Explain the “so what?” Use analogies to explain a concept or your research
if possible. Develop key messages and repeat them.
Find your own 30-second sound byte by imagining that
you are in an elevator with a reporter. If you could say three things
during the ride that you wouldn’t want them to forget, what would they be?
These points should be the basis of your message and should go into your
30-second research summary.
Timing
PR people often work with a number of research papers
simultaneously, so it is important that you give them enough time to
adequately help you develop your press release. Inform communications staff
in time for them to prepare. Ideally, this is as soon as your paper is
accepted, but it should be at least two weeks before embargo lifts.
Availability
Remember that the press release is not meant to tell
the whole research story. It’s a teaser to get journalists interested and
to encourage them to interview you. Therefore, you must be available to
speak with them once the release is distributed. Be around to answer
questions. Work with media staff in your institution for easy access. Free
your schedule for one news cycle. Respond promptly to reporters. If a
journalist can’t get in touch with you before their deadline, they will
likely opt not to write your story at all.
Limited Resources
If you don’t have access to an institutional press
office, that doesn’t mean you should give up trying to get the word out
about your research. Start even earlier, write your own lay summary and
talking points, keep visuals in mind, and get outside help. You can contact
your local society for biomedical research, your professional membership
organization, or you can hire a freelancer.
Realistic Expectations
Sometimes, your story won’t get picked up by the media
outlet that you had in mind. Don’t expect the L.A. Times or N.Y.
Times every time. Sometimes, reporters (especially at the bigger
papers) just won’t care. It’s a crowded marketplace and not every idea can
be written up. You’re competing with other news. But regardless, it is a
good exercise…and managing your expectations is a good way to stay positive,
even if you do not get huge pick up. Just keep trying! That is the most
important thing.
Bottom line: It is in both the reporter’s and your
best interests to communicate science effectively. Meet them halfway!
Handouts from
Nellis' Presentation - Power Point Presentation
Donna Krupa – American Physiological Society
Communications
APS was founded in 1887 to foster education, facilitate
research, and promote physiology. The Society initiated the Communications
Office to help reach these goals. Along with publicizing the research, APS
also performs media outreach for issues like public access, the use of
animals in research, outstanding scientists who have been honored for their
research, and educational programs for students and teachers.
The public focuses on the media as a source for
information, which is why it is a good vehicle for disseminating research.
But there is stiff competition for content. For example, United Press
International (UPI) receives 250 press releases a day. APS distributes
about five releases per month. Science has to be both timely and
interesting to get attention.
The Communications Office gets most of its highlighted
research from articles published in its journals and scientific meetings.
Individual scientists can also contribute research to be publicized.
Scientists should notify APS of their fascinating research early. Since APS
represents many areas of physiological research, the sooner you contact the
Society, the easier it is to get your science considered. This also
provides APS extra time to contact your institution and get any necessary
clearances out of the way before time to release your research.
Remember that sometimes, no matter how much time you
spend working with a reporter, the story won’t always come out the way you
had intended, but it’s still important to try to get the information out and
to educate the public about physiology and science in general. You have
gotten some experience and have hopefully established yourself as a good
source.
Q&A
Q: What is the place for basic science (as opposed
to immediately applicable science) in the media?
A: Mestel – At the Times, basic science usually
is presented in the larger context of other research, in a science feature
article, or sometimes as a condensed “quirky science” brief. Without a
science page, it can sometimes be hard to place basic research, that’s why
most science stories fall into the “news you can use” category. These
stories address something the reader can do immediately to affect their
health or something that will soon be available for use.
When “pitching” basic research, it is very important to
provide context for the reporter. That way, if your story can’t stand
alone, they will be able to see connections to other stories they are
working on or put your research aside and include it when more related
information comes up.
Q: How do you handle stories with immediate
applications vs. animal studies without pending implications?
A: Mestel - Newspapers are less likely to cover
non-immediate science.
Nellis - Connect these type of stories to humans. When
reporters only cover clinical trials, they basically are only interested in
newly-approved drugs, thus leaving out all the scientists involved in the
ground-floor research stages. Scientists must present the “bench to
bedside” application and tell the whole story.
Resnick - Some of the larger publications won’t be
interested once they realize it’s a basic research story. You have to
present the story in the broadest way possible.
Davy - If your goal is education, you don’t have to get
it in one of the biggest publications. You can educate through alternate
materials outreach. And don’t overlook business and scientific trade pubs
and local newspapers.
Audience Member - If something doesn’t fit into the big
areas, find your niche publications. You have to be your own PR person.
Scientists have to take responsibility to promote their own research.
Hannah Carey, Ph.D. – University of Wisconsin,
Veterinary School
In conclusion, physiologists should spend the time and
effort needed to communicate interesting aspects of their research to the
public. Talk it up. Making the effort, even if nothing comes from it, is
worth it and it’s easy if you love what you do.
