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Communicating Science to the Media
Working with the Media: Basic Information &
Guidelines
Working with the Media - General Guidelines:
National Association of Science Writers
(NASW): “Communicating Science News: A Guide
for Public Information Officers, Scientists
and Physicians” –NASW drafted this
guide to help scientists, physicians and
Press Officers understand the needs,
strengths and weaknesses of the different
types of media sources that they will
encounter when attempting to communicate
about science to the general public.
Sense About Science: “Standing Up for
Science: A Guide to the Media for Early
Career Scientists” (PDF) – This
online resource serves as a useful and
informal guide that explains the inner
workings of the media, and provides
practical tips and ideas for easy ways that
early career scientists can get involved.
The guide is produced by
Sense About Science, an independent
UK charitable trust that promotes the use of
accurate and unbiased scientific evidence in
public debates.
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Biologist: “Science Needs Your
Voice!” (Oct. 2006) (PDF) – This
article describes the importance of
clearly and accurately communicating
with the media about scientific research
discoveries; particularly in light of
the fact that, “The public get over 80%
of scientific information from the
press, [and] lapses in communication
lead to public confusion.”
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“‘I Don’t Know What to Believe’: Making
Sense of Science Stories” (PDF)
–This leaflet explains how scientists
present and judge research, and how the
public understands and questions the
scientific information that is presented
to them.
Sound Science Initiative (SSI):
“Communicating with the Media” – The
SSI Web site features a series of tips,
tools and other educational materials to
help researchers “bridge the gap” when
communicating about science with the media,
and to ensure that rigorous scientific
analysis is covered effectively in the
press. The following resources offer
particularly helpful explanations of media
relations basics for scientists:
Social Issues Resource Centre (SIRC):
“Guidelines on Science and Health
Communication” – This resource from
SIRC, a non-profit organization based in the
U.K., contains detailed guidelines and
preparation checklists to help scientists
and journalists understand how to
effectively communicate research results in
interviews, and how to report this complex
scientific information to the general
public.
American Psychological Association (APA):
“How to Work with the Media” –
Although this guide was created as an
educational tool for psychologists, it
features a wealth of general information on
working with the media that is relevant to
all scientists, researchers and clinicians.
The APA guide provides a brief
tip sheet on media relations basics; as
well as information about
being a spokesperson, the
media interview process, and where to
find further
media training resources.
American Geophysical Union (AGU): “You and
the Media: A Researcher’s Guide for Dealing
Successfully with the News Media”
(PDF) – The AGU Public Information Committee
drafted this comprehensive guide to inform
scientists about the basics of media
relations and the media interview process.
The guide also features several “practical
application” sections to help scientists
understand the basic communication skills
that they must use when discussing research
results and other scientific information
with reporters.
Fairness and Accuracy in Reporting (FAIR):
“How to Communicate with Journalists”
– The FAIR Web site features simple tips
for individuals who have had little or no
experience dealing with the media. The
information featured in this resource is
intended to help the media relations novice
learn how to clearly communicate with
journalists to prevent biased or inaccurate
news coverage.
Center for Community Change (CCC): “How to
Tell and Sell Your Story” – Although
this resource was intended to be a guide to
the media for community and non-profit
groups, it contains a wealth of information
that scientists will find helpful and
relevant to them, including a detailed
section with “lessons about media and
communications.”
South African Agency for Science and
Technology Advancement (SAASTA): “Science
Communication” – SAASTA
strategically develops and implements new
science communication initiatives in
response to national challenges and needs
relevant to the field. The SAASTA Web site
includes a portfolio of existing science
communication initiatives and their
corresponding resources of interest to
scientists.
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“About Science Communication” – This
resource answers the questions, “What is
science communication?” and, “What does
it try to achieve?”
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“How Do I Become ‘Media Savvy’?”
(PDF) – The mass media has become the
only source of scientific information
for the majority of the population.
Thus, this resource explains why it is
necessary for scientists to communicate
with the media about their research, and
it also provides strategies for dealing
with the media.
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“Media Skills for Scientists” (PDF)
– The only form of communication which
reaches every part of society is the
general media, and a well-planned
communication strategy must take this
into account.
Working with the Media -
Tactical Skills Tips & Tools:
ESRC Society Today: “Communications Toolkit”
– The media relations section of the ESRC’s
Toolkit covers a wide range of aspects
related to reactive and proactive media
relations - from handling a press inquiry,
to placing feature stories and undertaking a
media campaign. This section also includes
practical tips on building relationships
with national, trade and broadcast
journalists.
Fenton Communications: “Tips & Tactics” Fact
Sheet Series – This series of three
fact sheets (see below) provides tips on how
to conduct a successful media interview with
news, TV and radio reporters.
The University of Arizona: “Media Interview
Guide” (PDF) – This guide offers
tips to assist the novice media spokesperson
in developing and presenting an accurate,
informative message to the public. It also
features simple tips on how to make every
media interview a professional, productive
encounter for both you and the reporter.
Green Media Toolshed: “Messages for the
Media” – This resource provides the
necessary information, tips and tools to
help scientists and advocates learn how to
develop effective messages for the media.
Econnect – This group seeks to
change the way people think and act about
science communication. The “Econnect
Quick Tips” offers tips for message
design, difficult interviews, presentations,
etc.
Working with the Media -
Communicating about Science:
Federation of American Societies for
Experimental Biology (FASEB): “Communicating
Science” – FASEB’s Web site includes
links to online resources for scientists
that offer tips and advice on how to
effectively communicate about science to the
media, the general public, politicians and
teachers/students.
U.K. Science Media Centre: “How Science
Works” Leaflets – This series of
printable information sheets lists effective
ways of talking about scientific research
information within the context of a media
interview.
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“Top Tips for Media Work”
(PDF) – This leaflet is designed to serve as a useful
guide for scientists embarking on media work for the first time.
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“Communicating Risk in a Soundbite” (PDF) – This leaflet serves as a guide for
scientists, doctors and researchers who are preparing for a broadcast interview.
It gives examples of effective ways to accurately explain (and answer questions
about) safety and risk information in media interviews.
National Association of Science Writers
(NASW): “Communicating Science News: Some
Pitfalls in Reporting Science News”
– In their guide to “Communicating Science
News,” the NASW outlined some of the
challenges that scientists and reporters
will encounter when attempting to
communicate about science to the general
public. The guide addresses the following
issues that sometimes generate
misunderstanding and tension:
Advancing Science, Serving Society (AAAS):
“Communicating Science: Tools for Scientists
and Engineers” – This comprehensive
resource provides a wealth of information
for scientists on a range of related topics,
which have been organized into the following
five sections: “Communication
Basics,” “Working
with Reporters,” “Public
Outreach,” “Using
Multimedia,” and a list of links to “Other
Resources.”
SciDevNet: “e-Guide to Science
Communication” – SciDevNet's online
guide to science communication provides an
invaluable 'one-stop shop' for helpful
information for scientists and science
writers. This organization’s Web site also
provides a series of tip sheets for
scientists and the media on how to
effectively communicate about science topics
and issues:
U.K. Social Issues Research Centre (SIRC) &
the Amsterdam School of Communications
Research (SCoR): “Guidelines for Scientists
Communicating with the Media” – The
SIRC and SCoR developed this guide as part
of the EU-funded MESSENGER project, an
initiative that aims to encourage effective
public engagement and dialogue on science
and research. This resource provides a clear
set of guidelines (written in an informal
Q&A format) for scientists to follow when
communicating research and scientific advice
through the mass media.
European Commission (EC): “Science
Communication: A Scientists’ Survival Kit”
(PDF) – This guide by scholar and
independent science writer Giovanni Carrada
provides in-depth information for
researchers on communicating science to the
media.
Journal Articles on Genetics
Coverage in the Media:
How Geneticists Can Help Reporters Get Their
Story Right
Nature Review Genetics - Oct 2007
This article by Communications scholar
Celeste Condit describes the role of the
media and scientists in communicating
information about scientific advances in
genetics to the general public; Condit also
provides strategies for minimizing
inaccurate and inappropriate coverage of
scientific research results and/or basic
concepts in human genetics (such as genetic
determinism).
Do the Print Media “Hype” Genetic Research?
Canadian Medical Association Journal
(CMAJ) - Apr 27, 2004
Science Reporting to the Public: Does the
Message Get Twisted?
Canadian Medical Association Journal
(CMAJ) - Apr 27, 2004
Uses of Expertise: Sources, Quotes, and
Voice in the Reporting of Genetics in the
News
Public Understanding of Science -
1999
Genome Studies: Genetics by Numbers
Nature - Jan 31, 2008
Genomewide association studies are starting
to turn up increasingly reliable disease
markers. Monya Baker investigates where we
are now and what comes next, and she
describes how scientists and the media are
communicating information about this
research to the public.
Bias in Reporting of Genetic Association
Studies
PLoS Medicine - Dec 2005
Media
Training Resources for Scientists:
Nature EMBO Reports: “It's Good to
Talk” (2002) – This article from
EMBO Reports stresses the importance of
media training workshops for scientists; the
authors claim that basic training in media
relations skills is essential because it
helps break down the barriers between
scientists and journalists.
T.J. Walker: “Media Training and
Presentation Skills Development Online
Resource Center” – The T.J. Walker
media training Web site features Real Player
audio clips to help speakers become better
prepared for a live media interview.
Natural Sciences & Engineering Resource
Council of Canada (NSERC): “Communicating
Science to the Public: A Handbook for
Researchers” – The NSERC drafted a
useful guide for researchers that is
designed to help scientists learn basic
information about media relations and
interviews. It includes explanations of the
fundamental principles of effective
communication, as well as a list of
“Practical Activities You Can Try” to help
you practice and improve your communication
skills.
Council of Science Editors: “Teaching
Key Groups to Communicate Science to
Nonspecialists” (1997) – This
article from the Council’s CBE Views
publication explains various ways that
scientists and journalists can increase
their science communication skills when
reporting complex information to the general
public. This guide also provides suggestions
for a number of different tools and
approaches that can be applied in learning
and/or teaching science writing skills.
The Cochrane Collaboration: “Tips for
Creating and Using Effective PowerPoint
Presentations” – This resource
provides simple tips for creating a
successful PowerPoint presentation,
including guidelines for text and graphics,
and recommendations for proper organization
and order of slides.
Op-Ed
& Editorial Writing Resources for
Scientists:
The Communications Consortium Media Center
(CCMC): “Op-Eds: Framing the Debate”
– The CCMC, a public interest media center
dedicated to helping nonprofit groups use
media and new technologies as tools for
change, created this PDF guide for
organizations and individuals who want to
get their opinion or point of view on an
issue published in local or national
newspapers.
Sound Science Initiative (SSI):
“Communicating with the Media” – The
SSI Web site features a series of tip sheets
to help scientists learn simple and
effective ways that they can “leverage the
media” to get their messages across to the
general public, politicians, research
advocacy groups and other key stakeholders.
The following resources offer particularly
helpful examples and step-by-step
explanations of three basic strategies
scientists can use to leverage the media’s
powerful reach:
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