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Science Communication Network Media Training

Science Communication Network Media Training. Overview. Why press matters Special role of scientists Reporters Communicating uncertainty Control the interview. Why scientists don’t like to talk to the press. Devalues the science Too busy Misinterpretation or misquoted “Aw shucks”

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Science Communication Network Media Training

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  1. Science Communication Network Media Training

  2. Overview • Why press matters • Special role of scientists • Reporters • Communicating uncertainty • Control the interview

  3. Why scientists don’t like to talk to the press • Devalues the science • Too busy • Misinterpretation or misquoted • “Aw shucks” • Hard to simplify

  4. Why media matters • Media defines issues • Public opinion • Inform the public • Accuracy

  5. Media Myths • Media is free • Media just happens • A press conference is always the answer

  6. Audiences • “Top 5” outlets • Mainstream press • Wire services • Science trade publications • Journals, news section

  7. Special role of scientists • Most trusted source • Independent scientists, medical experts, peer-reviewed studies • Value your credibility

  8. Scientist as Advocate…? • Stick with the science • Enlist others Conflict of Interest in American Academy of Pediatrics Report Dr. Fails to Disclose Political Activism ALEXANDRIA, Va., Feb. 4 Responding to today's publication of a report from the American Academy of Pediatrics (AAP) on infant exposure to phthalates, the Center for Individual Freedom (CFIF) today criticized the report as a document motivated more by politics than actual science. In addition to the report "conveniently" omitting well-known scientific risk assessments on phthalates exposure, the AAP deliberately excludes information regarding the author's political activism and apparent bias… Dr. S. is a board member of the Washington Physicians for Social Responsibility (WPSR), an organization that, in their words, "embraces the precautionary principle as the basis of our approach to the human and environmental health." That may seem reasonable unless you are familiar with the true meaning of the principle.

  9. Who are reporters? • Busy • Often not experts • Must tell a good story • Need controversy, “balance”, context • Want/need to get it right • Not your friends

  10. Be a good source • Be accurate • Call back promptly, be reachable • Rotten eggs, golden eggs & small potatoes

  11. “Scientists like to talk about uncertainty.  Journalists hate to talk about uncertainty.”Andrew Revkin, New York Times

  12. Talking about uncertainty • Acknowledge uncertainty; confirm what you know • We know enough to know that… • Flip burden of proof • Inoculate reporters • Stick with the science

  13. Messages • Know what you want to say before you talk to a reporter • Know all the messages; talk about the science • Clear language, short sentences • Keep them simple

  14. “The 12 POPs identified for early action at INC4 by UNEP are linked to endocrine disruption, developmental and immune system disorders, hypospadias and cryptorchidism.”

  15. Translation for media “A UN treaty aims to eliminate the worst chemicals in the world, which are linked to a host of health problems.”

  16. Newspaper quote examples From Baltimore Sun article by Tim Wheeler “Lisa Evans, an attorney with the environmental group Earthjustice said, "I don't know that in every circumstance it will cause harm, but we have seen it cause harm in enough mines and landfills and surface impoundments that safeguards are absolutely required."

  17. Newspaper quote examples, cont’d • Q and A Factsheets are Useful! • Chemicals Linked to Fertility Problems • By Rob Stein of the Washington Post • “They stressed that all the women did become pregnant and more research is needed. But they said there was cause for concern, given how common the chemicals are in women's bodies.”

  18. Rapid response • Pay attention • Correcting the record • Letters to the editor • Online comments

  19. Know the reporter Never shoot from the hip I shouldn’t say this, but… Take it from the top Correct misconceptions If the interviewer’s wrong, kindly correct them Don’t make things up Use analogies Never use jargon or acronyms Know other viewpoints and have counterpoints ready Reporters are not your friends Don’t lose your temper with a reporter Repeat the message Tips for Controlling the Interview

  20. Don’t answer personal questions Never go ‘off the record’ Avoid hypotheticals Ignore awkward silences Avoid “No comment” Stay calm Support your messages with quotable statements Keep answers short Give it to them in writing Images speak louder Use flag words Repeat the message Media interview tips, cont’d

  21. Thank You Amy Kostant Science Communication Network (SCN)Washington, DC amy@sciencecom.org 202-463-6670

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