Science Communication and the “Media”

1. Science Communication andthe “Media” (Understanding the Missions, Motives and Methods) Camille Feanny, PhD Candidate (Applied Anthropology) Broadcast Media Producer & Consultant February 16, 2010

2. Science & Communication Topics: • I. What Does "Science" Mean? • To Academics • To Journalists • II. To Whom is Your Science Relevant? (Who/What IS your "Audience"?) • III. Where Does the Media get its "Science" Information? • IV. Where Does the Public get its "Science" Information? • V. How do you Communicate "Your" Science to the Public via the "Media"? • VI. Fun Interview Exercise

3. What Does "Science" Mean?Academics vs. the Mass Media

4. Different Organization and Foci • Academia: EX.:UFScience Department Specialized Topic Areas Include: • Biology • Chemistry • Environment Sciences • Social Sciences • Zoology • Local, Regional, National and Global in Scope • "Focused" Audiences – Peers, Colleagues, Students with Scientific Exposure and/or Expertise

5. Journalism EX.:Media"Science" Departments Generalized Topic Areas Include: • Physical Sciences (i.e., Chemistry, Biology, Genetics) • Environment/Nature (i.e., Ecology, Zoology, Botany) • Technology (i.e., Computer Science, Engineering, Mechanics) • Relationship between Science and Society (i.e., Economics, Law, Politics, etc.) • Weather (Meteorology) • Space (Astronomy) • National and Global in Scope • "Broad" Audiences with limited Science Knowledge

6. Generally, “Science” Media Covers: • Species with 4-Legs or more • Flora and Fauna • Scientific Breakthroughs (eg. Bio-Med. & Soc. Sci.) • Technological Innovations • Ecological Catastrophes & Triumphs • Environmental Justice and Laws Basically…”Science” reports range from the Earth's core, to Land, Sea, Sky, Outer Space…and everything in-betweenexcept…Human Health… …MOSTof the time!

7. Some SLIGHTOverlaps Exist between "Science" and "Medical" News: • Although "Medical Media" Typically Covers: • 2-Legged "animals“ • Public Health Issues • Medical Breakthroughs • "Scientific" Breakthroughs with "Medical" Significance • Relationship between Medicine and Society • Ex. Of Science AND Medical Overlap includes: • Human Genome • Animal Testing for Medical Purposes • Pollution – As it RELATES to Human Health Impacts (Lead, Mercury, etc.) • Zoonoses (eg. Avian Flu, West Nile Virus)

8. II. To Whom is "Your Science" Relevant?Identifying your "Audience" Remember: • "Target Audience"Means Different things to Academics and Journalists • "Scientific Relevance" Varies Depending on the "Science“, Situation AND the “Target Audience” • Communication Approaches Differ Based on the "Target Audience"

9. Academic "Audiences" Typically Include: • Peers (Within Academic Discipline and IN-field Corporate and Govt. Agencies) • Colleagues (Outside Academic Discipline and OUTSIDE-field Corporate and Public Policy Agencies) • Field-Focused "Media" (Field-Specific Journals, Magazines, Broadcasts) • Funding Sources (Field-Relevant Foundations, Corporations, Agencies)

10. Media "Audiences" Typically Include: • PeersWithin a Topic Area – ["Science Media" that informs the "Science Media"] (i.e., Field-focused NewsWires, E-News Bulletins, & other sources) • ColleaguesOutside Topic Area – ["Science Media" that informs the "General Media"] (i.e., "Notes" to Editors/Producers, about Area-specific stories) • “Academic Public" – ["Science Media" that informs the "Academic Field“] (i.e., Sci. Journals, Magazines, Industry Articles & Broadcasts) • “General Public" – ["Science Media" and "General Media" that inform the "General Public“…incl. Advertisers!] (i.e., Consumer-Based Journals, Newspapers, Magazines and Broadcasts)

11. III. Where Does the Media Access its “Science" Information? • Typical Media Sources Include: • NewsWires (ex. Associated Press, Reuters, CNNWires, ITN) • Newspapers (ex. NY Times, WA Post, Wall St. Journal) • Field-Based Magazines (ex. Science, Nature) • General Audience Magazines (ex. Time, Newsweek) • Press Releases (ex. Governments, NGOs, Corporate) • Websites (ex. Science Daily, ENS, ENN) • Direct Phone/Email Contacts From: • Govt. Agency Press Officers & Scientists (**relationship-driven) • College and University Press Offices • Research Institutions • Corporate & Industry Press Offices and/or PR Firms • Non-Profit/Non-Governmental Organizations (NGOs and INGOs) • Scientists from ALL Professional Areas (**relationship-driven)

12. IV. Where Does the Public get its Science Information? • “More Americans select television as • their primary source of S&T information than any other medium.” • “The Internet ranks second…and its • margin…has been growing.” • Natl. Sci. Foundation 2010

13. Scientists and Public Trust • “Over half of Americans (56%) accord scientists ‘very great prestige’.” • “In 2008, more Americans expressed a ‘great deal’ of confidence in scientific leaders than in the leaders of any other institution except the military.” Natl. Sci. Foundation 2010

14. “In a recent survey, 67% of respondents said they would like to see more information… about scientific and medical research.” Research America 2005

15. Different Media… …reaches Different Audiences.

16. V. How do you Communicate "Your" Science to the "Public" via the "Media"? “Nine Things that Scientists Should Know BEFORE Talking to a Reporter” Advice from the AAAS & the Natl. Assoc. of Sci. Writers 2004

17. Scientists Should: • "Understand that Science Journalism is Educational" • "Understand Your Audience" • "Know What Makes a Good Story" • "Understand Who Reporters Are" • "Have a General Knowledge of the...Media" • "Know How to Give a Broadcast Interview" • "Know How to Give a Print Interview" • "Help Journalists to Get it Right" • "Avoid Common Pitfalls"

18. 1. "Understand that Sci. Journalism is Educational" • Your Job is to Communicate: • What is the PublicRelevance of Your Research? • How do Your Findings ADD to the Body of Knowledge? • Why is this NEW Information Important and/or Significant? • Some BASIC Facts about Science (Brief background)

19. 2. "Understand Your Audience" • The general public probably knows very little about YOUR science! • "Tailored" messages that "fit" the audience are MUCH better than “one size fits all" approach. • Keep messages simple, yet complete (beginning, middle, & "Take-Home" ending message). • Be prepared to quickly explain how YOUR piece fits into a larger “science puzzle“…AND how it affects your audience!

20. 3. "Know What Makes a Good Story" • Journalists are Primarily Interested in: • New Discoveries!!!!! • How YOUR Science Relates to a Breaking-News Issue (Other Relevant Topics) • Stories that Affect Large Segments of the Population • YOUR Science as it Relates to Broader Trends • Findings That Impact a Specific Demographic and/or Industry • Reflects Conflict on One Side of a Larger Issue and/or Resolves a Former Conflict • Results that are Dramatic, Entertaining and/or Surprising • Scientists That are Compelling, Passionate and Credible

21. 4. "Understand Who Reporters Are" • Reporters of Science Include: • Former Scientists (knowledgeable BUT not necessarily in YOUR area) • Trained Science Journalists (field focused BUT not necessarily in YOUR area) • General Assignment Journalists (limited science knowledge probable) • Freelance Reporter/Writer (limited to NO science knowledge possible)

22. 3Important Points to Remember about the “Media”: • All "Media" is NOT Created Equal! (different mediums mean different rules and agendas) • Today almost EVERYONE can be a "Reporter", but NOTeveryone is a “Journalist”! Ethics differ widely so be aware! • Audiences Matter! Each medium, & each Reporter, has a specific “Target Audience”

23. 5. "Have a General Knowledge of the Media" Remember: The types of Media, the Program and Broadcast Range Determines WHO the Audience is and WHAT the Story Elements are!

24. A. Television 1. Local, National & International Network Shows: • Are NOT Field-Specific – and Reporter training differs widely! • Produce stories that must have relevance to broad public audiences • Air segments that typically range from 45 seconds to 3 minutes (Can be longer based on broadcast length & format) • NEED video, GFX &/or other visuals of you &/or your science to tell the story NOTE: YOUR interview "sound-byte(s)" may "typically" range 5-15 seconds on-air

25. 2. Science-Based Networks (i.e., Discovery) and/or Features (i.e., "NOVA"): • Are Field-Specific – and Reporter "typically" has science training/knowledge • Target audiences that "typically" have more science awareness • Air stories that can range from 5 to 45 minutes based on broadcast length and show format • NEED video, GFX &/or other visuals of you &/or your science to tell the story NOTE: YOUR on-air "sound-bytes" may range 30 secs. to several minutes depending on the show

26. B. Magazines/Journals/Newspapers and other Print Media 1. Science Journals (i.e., Science, Nature): • Are Field-Specific – and Reporter "typically" has extensive science training/knowledge • Target audiences of peers and science journalists who have in-depth awareness/experience • Publish articles that can range several pages and is typically comprehensive • Usually require NO visuals, but photos &/or GFX may be advised NOTE: YOUR science IS the article!

27. 2. General Audience Publications (i.e., Time, NY Times, The Gainesville Sun): • Are NOT Field-Specific – and Reporter may have limited to NO science training/knowledge • Have local and/or national ranges that affect story focus and target audience • Target the general public with limited to NO science awareness • Publish articles that range from a few paragraphs to several pages based on the story • May require photos, GFX and other visual elements NOTE: YOUR "bytes" may span 1 or more comments depending on the article

28. 3. On-Line Publications (i.e., CNN.com, ENS, Science Daily, Yahoo, MSN): • May or may NOT be Field-Specific – and Reporter experience will vary widely! • Span national AND international ranges that affects story focus and target audiences • Target the general public with limited to NO science awareness • Publish articles that can range from a few paragraphs to several pages based on the story • May require photos, GFX and other visual elements NOTE: YOUR "bytes" may span 1 or more comments depending on the article

29. C. Radio Stations (NPR and other broadcasts): • Are probably NOT Field-Specific – and Reporter experience will vary widely! • Local and/or National range affects story focus and target audience • Target audience is the general public with limited to NO science awareness • Broadcasts can range from a few seconds to several minutes based on the story • Will require audio elements NOTE: YOUR "bytes" may span 1 comment to several minutes depending on show format (news “hit” vs. call-in show)

30. 6. "Know How to Give a Broadcast Interview" • SET THE STAGE: • Quickly/briefly put rsch. in context (Why is it important?) • Communicate completethoughts in short, clear sentences (Approx. 5-7 secs. ea.) • Start simple and increase the complexity • Avoid complex terms and never speak in jargon! • (Say "heart attack" NOT "myocardial infarction“) • Fill in the blanks...such as level of concern & importance • (“More study is needed to gauge the level of public risk.“) • ("The findings strongly suggest that people should…”) • Couch message in bytes that make Journalists & the Public take note. • ("The MOST important thing to remember is...“) • Use analogies and metaphors when possible to lend clarity.

31. Giving an Effective Broadcast Interview contd. • AND THE MESSAGE IS? • Re-state KEY take-home messages at the end. • What are the MOST important points? • WISE WORDS TO REMEMBER...: • Be Yourself! GOOD conversation = GOOD interview! • ‘Rambling Roads’ lead to NOWHERE GOOD!(FOCUS!) • EVERYWHERE is a stage! Watch what you say!!!! • Broadcast stories (TV/Radio) MUST have elements to work with! • TV – Needs Video, Photos, Charts or GFX that illustrate what you say! • RADIO – Needs ‘Audio-representations’ of data for the audience to visualize what you mean.

32. 7. "Know How to Give a Print Interview" NOTE:This process follows most of the similar steps listed in Section 6EXCEPT…withPrint media: • Stories (Newspaper/Internet) may need additional elements. • NEWSPAPERS– may need Photos, Charts and/or GFX of the Researcher (s) and the research. (Ex., a Lab photo, your Team &/or the actual research may help the Reporter and the public to better visualize the story) • INTERNET – may need Photos, Charts and/or GFX, BUT may also be able to stream SHORT video clips of the research topic • WISE WORDS TO REMEMBER...: • Establish what is ON/OFF"the record" at the beginning of the conversation! • Television interviews are ON-camera BUTPrint interviews are simply quotes obtained either in-person OR (most commonly) over the phone!

33. 8. "Help Journalists to Get itRight!" NOTE:Journalists need YOURhelp to accurately report YOUR science! So Remember: • Always be honest and forthright with Reporters. • If you DON'T know, SAY"I don't know"! • During the interview, offer to call the Journalist back IF you have any follow-up. • Give Journalists PROMPT replies since they are on deadlines. (Avoiding a Reporter does notkill a story, it just leaves more room for error when they report YOUR science!) • Refer Reporters to colleagues who agree with you...and even those who may not! • Offer to 'fact check' parts of the script for SCIENTIFIC accuracy...NOT style or content! (This is NOT guaranteed!!!)

34. 9. "Avoid Common Pitfalls" • Final words of caution!: • Don't say anything you don't want in the story! • NEVER assume anything is OFF the record! • 'Speculate' with caution – and ensure that the Reporter knows it is your opinion, and NOT fact! • NEVERexpect to see a copy of the report before it is aired or published. • IF allowed to view excerpts of scripts, don't quibble about style!

35. Remember: In the end, although the science may be yours, the story belongs to the journalist... …so you will need to work together to get it RIGHT!

36. Things to Remember: • Journalists are the eyes and ears of the Public AND the Scientist in the communications process! • Think about what the MAINmessagesare that you are trying to impart about your research. • The objectives of a science news story/article are to: Educate, Stimulate and/or Motivate the audience

37. One Final Thought…. IF you don’t communicate YOUR science, then WHO will?

38. VI. Interview Exercise: • Scientists: • Each student should think of 5brieftalking-points or "sound bytes" that clearly communicates your research. • (Exercise time limit = 20-30 minutes) • You should seek to answer the types of questions that the public may want to know. (Attached) • You will then take turns interviewing each other in groups with someone acting as the Journalist, and the other as the Scientist. • The idea is for you to get comfortable with speaking clearly about YOUR science.

39. Example: Camille Feanny’s Research • I study under-researched orphan populations. • My current study investigates the effects of poverty, family out-migration, and HIV/AIDS, on the care and protection of Garifuna orphans. • No published studies are available on orphan-care in Garifuna culture, or in Afro-descendant groups in Latin America. • My research aims to raise awareness about the effects of the “orphan crisis” on native cultures. • With global orphan populations estimated at 145 million, my research will demonstrate the effects of orphaning on children, families and their communities.

40. Possible Media Questions from the Public's Perspective: • What is your research? Can you briefly describe it? • Why is it important? Why should people care? • What is the benefit of this research to the field and/or to solving a major problem? • What is the relevance? Who does it serve? • What can/should the public do in response to this information (if anything)?

41. Additional References • Article by Tegan Blaine, PhD student: “A Science Grad Student’s Perspective on Scientists’ Roles Beyond the Laboratory”(Environment Writer.org, June 2004) • http://www.environmentwriter.org/dl/EW_0604.pdf • Article by Jason Socrates Bardi, Scripps Inst.: • “What Journalists Want: Nine Things for Scientists to Think about Before Talking to Reporters”(Scripps Research Institute) • http://www.environmentwriter.org/scienceandthenews/docs/bardi.htm • Any Questions?: Contact Camille Feanny at cfeanny@ufl.edu