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How much should PR be responsible for press release?

How much should PR be responsible for press release?. Saeko Okada PR office, KEK. Japanese science society are being so shocked by “STAP” scandal – misconduct happened at RIKEN. Brilliant scientific achievement…. Young and able female scientist at RIKEN

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How much should PR be responsible for press release?

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  1. How much should PR be responsible for press release? Saeko Okada PR office, KEK

  2. Japanese science society are being so shocked by “STAP” scandal – misconduct happened at RIKEN

  3. Brilliant scientific achievement… • Young and able female scientist at RIKEN • Who is wearing long-sleeved apron her grandmother gave her as she works • Who is so cute and fashionable as she looks • Scientific achievement of nobel prize class published in Nature in January

  4. …is suspected as misconduct • She developed a radical and remarkably easy way to make cells, called Stimulus-Triggered Acquisition of Pluripotency (STAP) cells, that can grow into any tissue in the body. • However, the Riken research institute started an investigation into claims of irregularities in images of her several articles including the paper associated with the discovery of STAP cells in response to the allegations made on blogs and SNS sites. (cf. Wikipedia)

  5. Suspect: unnatural color of the cells

  6. Suspect: similarity of two figures which originated from different cells

  7. Suspect: cut and paste the figure

  8. Suspect: illegal use of the method description

  9. Suspect: misuse of figure

  10. …from her Ph.D. thesis

  11. 200 journalists joined the press conference on the interim report

  12. Final report on the 1st of April • RIKEN approved the misconducts • The scientist is said to suit RIKEN

  13. Why this incident became such a big matter? - Background • The authority might have thought to do advertisement in order to beat iPS cell project • RIKEN might have thought this big achievement might contribute to become a new governmental research cooperation, which was rejected due to this matter • RIKEN might have used PR agency to achieve the most affective effects to those objects above =>It may happen to every expensive big science

  14. This incident may happen to every PR activities conducted for expensive science

  15. They are said to be blamed • Scientist herself • Her supervisor, who is an authority of the field • The institute, RIKEN • PR office • Why did they distribute the press release on such a fake paper? • They should not produce the media interview to emphasize the girly aspect of the scientist!

  16. “Why did PR office distribute the press release on such a fake paper?” • Why PR could not find out the manipulation? • Do we PIOs have to check their data so strictly? • Takes time • Too specialized for PIOs • Approval system too loose? • RIKEN: Author – PR Director & Senior Press officer • KEK: Author - PR Director & Senior Press officer & Center director Organize the inner third committee to exam the paper before we begin to write the press release??

  17. “PR should not have produced the media interview to emphasize the girly aspect of the scientist!” • Possibilities • PR themselves produced the interview – maybe not • PR was told to produce the interview by the authority, but could not say “No” – possible • Besides, it is said that the authority asked the advertising firm to do it – possible, cf. SACLA How can we be so strong as to say “No”?

  18. We do have a “star” scientist • Sho Tada of T2K

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