Guide to the Media for Early Career Scientists

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SAS Media Guide 2012:SA4305 Media Guidev1 10/01/2012 14:49 Page 1

Where to go for further information… ‘dependent on the context of the media and how they distort the issues involved’ ‘debates about science must involve the people actually doing Standing up for Science Standing up for Science looks at how the media treats science and at scientists’ experiences of the media. It is for early career scientists and produced by Sense About Science’s VoYS the science’ ‘scientists should be involved in public debates about science so Contact us and find out more (Voice of Young Science) network. Not everyone’s work will create a media storm, but the general public can get a true picture of the topic or debate. Otherwise, we can all take responsibility for public access to good science and for challenging bad If you would be interested in finding out more about Sense About Science science. If you want to give voice to this aim, or make suggestions about other activities, scientific views and principles are dominated by commercialism, nationalism, or the VoYS (Voice of Young Science) network, please complete the form and fill in the tear-off form or complete it online at the Sense About Science website; or political motives, religious mythology, etc.’ ‘if we are not willing to stand send it to: Sense about Science, 14A Clerkenwell Green, London EC1R 0DP contact us at: [email protected] or phone 020 7490 9590. An electronic copy of this form is also available on our website where you can read about up and be open about our research and our techniques, how can Standing up for Science covers just some of the experiences and advice we collected from our past VoYS media workshops, register for details about forthcoming events, and find scientists, journalists and press officers. To read more, visit our website where you will we expect the public to fund us?’ ‘scientists have the skills to analyse out more about VoYS activities promoting access to evidence and challenging bad science. find full profiles, interviews and details of the VoYS writing team. and debate science-based arguments and are less likely to have a political www.senseaboutscience.org/voys agenda’ ‘we need to learn how to communicate the importance of ■ I would like to join the VoYS network We are grateful to the following organisations for supporting the reprint in 2012 and the our work effectively to the general public’ ‘the public never sees the VoYS programme: ■ I would like to find out more about Sense About Science rise from “rookie” PhD to expert which could re-enforce the idea that scientists are just stuck in their ivory towers with little public contact!’ ‘I think that Name:

Address: Standing up for Science A guide to the media for early career scientists Postcode: having experienced scientists speaking and making arguments is Te l : important, however maybe younger scientists would make more Sence About Science would like to thank all of the contributors who were interviewed for this guide, the VoYS writing team, and the following organisations who supported the original production of an impact as they are easier for members of the public to Email: of the guide: the Biochemical Society, Elsevier, Engineering and Physical Sciences Research Council, Health and Science Communication Trust, the Institute of Biology, the Physiological Society, relate to’ ‘young scientists represent the future of science. they need to be Organisation/University: Research Councils UK, the Royal Astronomical Society, the Royal Pharmaceutical Society of Great more media aware and prevent science from being misunderstood’ ‘younger Britain, the Royal Society of Chemistry, Scence Careers, Society for Applied Microbiology, the Society for General Microbiology. people in the general public are more likely to listen to younger Comments: scientists’ ‘it is important to provide young people in society with access to scientists who are similar to themselves, so they can see that it is not 'men in Published by Sense About Science in 2006 white coats' making decisions behind closed doors’ ‘early career scientists Reprinted in 2012 have their own opinions and represent an important sub-section Tell your friends about this guide! of society’ ‘many young scientists bridge the gap between layperson and Further copies can be ordered from our website Sense About Science I4A Clerkenwell Green, London EC1R 0DP expert and so have the potential to contribute positively to these debates Registered Charity No. 1101114 particularly when it comes to encouraging young people to study science’ ‘only www.senseaboutscience.org/voys www.senseaboutscience.org This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. people prepared to sustain a debate should talk in debates’ SAS Media Guide 2012:SA4305 Media Guidev1 10/01/2012 09:22 Page 2

Introduction

Science is big news. think you should know about the media. There is a huge public This guide is the end result. It contains appetite for finding interviews and insights about how the out about the latest media works, and practical tips about research developments what you can do if your research area and how the application hits the news. Whether you’re worried Frances Downey of science might shape VoYS coordinator about what your peers think of you (2006-7) our world. speaking to the media or would not know what to say if a journalist called, this guide However, discussions about science don’t always go the way scientists expect them will help you decode the inner workings to. In the recent debates about GM foods, of the media and will help you stand up the MMR vaccine, nuclear energy and for science. avian ‘flu there has been public confusion The material here is just a snapshot of and it has been important for scientists to what our VoYS writing team* uncovered; speak out both in the media and in public. the full interview transcripts, profiles of But how can you, as an early career scientist, the interviewees and of the writing team get involved in these discussions? Our can be found on our website, where you network of early career scientists, VoYS can also find out more about the VoYS (Voice of Young Science), raised this issue network or comment on the guide: following a workshop that explored how the www.senseaboutscience.org/voys media works. They now had the tools to get stuck in and stand up for science but wanted * Our VoYS writing team includes: others to have them too. Sheena Elliot, Haley Gomez, Julie Huxley-Jones, Carolyn Jones, Richard Newell, Lorna Nichols, Using a collection of concerns raised by Kate Oliver, Nicola Powles-Glover, Harriet their peers they set off to interview Teare, Alice Tuff, Sander van Kasteren, Richard scientists, journalists and press officers van Noorden, Debbie Wake and Petra Wark. across the country to find out what they

Contents

Scientists’ views of the media 3

Enter the journalists – time to answer their critics! 6

Getting to know your press officers 11

Acknowledgements 12

Media Checklist: you’ve been contacted by a journalist, what next? (tear-off section)

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Scientists’ views of the media

We asked scientists at different stages in their careers to tell us about their media experiences; the good, the bad and the ugly. Although experiences were mixed, they all agreed that it is important for all scientists to have an understanding of how the media works and for scientists to get involved in public discussion.

Dr Carly Stevens on her PhD research appearing in Science and the media frenzy that followed Biog: Carly’s paper ‘Impact of We had press releases going out from the university, nitrogen on the from Science, from the research council and suddenly my species richness life had gone from sitting at my desk analysing data to of grasslands’ dealing with the media. I gave a press conference in came out in Science in London and all the major newspapers and newsgroups March 2004 came along. I was doing radio interviews over the phone, and led to media we got on the front page of The Guardian and every coverage world-wide. The research major newspaper ran the story the next day. Within a few showed that current levels of nitrogen deposition are having a negative impact days it had a knock-on effect and we had local press on biodiversity in the UK. coming back to us for the local angle, and international press and international radio stations. It really spread. Did you have any bad experiences with the media? I don’t know if I was lucky, but we didn’t have any bad stories. We were very careful to make sure we explained things thoroughly, in a way non-scientists could understand, and if a journalist wanted to talk to us we would talk to them. Looking back it was good, but I did find it all a bit worrying at the time.

“…the media aren’t there to promote our work nor to do us any favours; they’re there to write a story. If they see a story they will take it, so we have to be aware of that” Professor Jim Al-Khalili

Biog: Emma Emma King on talking to journalists for the first time is in the final I recall a journalist calling me. I’d never had any previous year of a cosmology contact with journalists and, to start with, I just talked to them PhD at the like they were a friend or an interested member of the public. University of It wasn’t until they started repeating things back to me in Nottingham and terms of what they wanted to print that I realised I should has engaged in numerous have started out on a different track! I had attempted to explain my project in fairly vague and general terms and science communication projects, from giving talks in schools to proof ended up with them saying to me, “can we say you’ve reading popular science books. discovered anti-gravity?”, at which I was fairly horrified! I then had to backtrack lots. It was rather scary that the things I’d been saying without giving too much thought to them could end up in print. At the time it really put me off speaking to journalists.

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Scientists’ views of the media

Professor Jim Al-Khalili on why all scientists should know how the media works Not all scientists are cut out to be science communicators. Not all of them are able to“ empathise with the general public or people who are outside their field and explain things in a very simple way without using jargon. That is not to say they should not learn something about how the media works” Biog: Debbie is a published medical Dr Debbie Wake on where talking to the media doctor, scientific has led her researcher and trained media My first media contact came from my university and was presenter and has as a specialist talking about obesity. More recently I have recently completed started up a regular podcast, and I’ve also started writing a PhD looking at the role of steroid my own column for the Scotsman. So it’s kind of gone hormones in obesity and diabetes. through different levels of things that I’ve done relating to the media. Have you ever had any particularly bad or particularly good experiences? As time has gone on my confidence in speaking to the media has increased, and my experiences have become more positive. Probably the worst experiences were early on when I would get a phone call out of the blue, I used to be quite nervous and tended to speak before thinking.

“…it’s who you know as much as what you know, and consequently, if you become a media-friendly scientist, then they will contact you again, even if it’s a subject outside of your field” Dr Lisa Jardine-Wright

“They asked me to comment on the algae in the Diana memorial fountain, I appreciate it’s hard for non-experts to realise, but it has absolutely nothing to do with what I do” Dr Carly Stevens

Professor Jim Al-Khalili on headlines not matching Biog: Jim is a stories theoretical physicist and I think the first time I was involved with the media was holds a joint chair through a committee called PANS (Public Awareness of in physics and in Nuclear Science), a group of academics trying to dispel the the public negative image of the ‘N’ word. A science correspondent engagement of science at the decided he would write a piece about us, which he sent University of back to me and one or two others to look at and we liked it. It Surrey. He has written several went from his hands to the sub-editor of the newspaper who popular science books, given hundreds of public lectures around wrote the headline. When we saw it the headline was the world and is a regular “Scientists try to nuke their image”. Basically the whole point contributor to television and radio of what we were trying to do was ruined by the headline science programmes. associating us with nuclear bombs.

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Scientists’ views of the media

Dr Milo Shaffer on what it’s like when journalists try Biog: Milo is a to get you to speculate lecturer in It’s usually quite entertaining. However, when speculating nanomaterials about a piece of research and where it could go, it is easy chemistry at to say something which is actually ridiculous, so you want Imperial College, a chance to agree on the conclusions of the discussion. London. He is You can also ask for time to review the information before also a visiting commenting by getting the journalist to email you the paper lecturer on Cranfield’s or press release their story is based on. MSc in nanotechnology programme. What advice would you give to early career scientists if they are asked to speculate? Don’t if you’re not comfortable. Don’t say something which you might later regret.

Professor Jim Al-Khalili on talking to the media outside of your expertise Most scientists say: ‘well it’s not my specialist area so I have nothing to say on the matter.’ At“ the level the media usually operate on, most scientists with a background in a general field, say physics, could say something about it even if they have to do a little background research.” Biog: Lisa is a post- doctoral researcher and Dr Lisa Jardine-Wright on doing media fellowships science communication officer for the Institute One advantage I had was working as a media fellow of Astronomy at the with the Financial Times. I saw the other side of things University of Cambridge and that made me much more aware of what one and the astronomy researcher for the needed to do in order to facilitate and help the media Royal Observatory as much as possible. I think my usefulness to the media in Greenwich. She often gives talks has increased hugely since I did the fellowship. on astronomy to the general public.

Biog: Robin is Dr Robin Lovell-Badge on standing up for science the head of when debates are polarised developmental One thing to bear in mind is that you’re never going to be genetics at the able to persuade 100% of your audience. There are always MRC National Institute for going to be people who have a fundamental belief and Medical Research you’re not going to change that however hard you try. But in London. He you can try to win over the majority of people. Be honest, has taken part in put things into context and point out the good things. It is my numerous media interviews on view that it is ethically bad not to do research when it could genetics, sex determination, cloning possibly lead to cures and a better quality of life for many and stem cells, and he has participated in debates at public people. Balance your arguments like that. meetings, on radio and TV. Is it important to state your opinion on an ethical issue? Yes, I think that’s important, and not just to give in and say, “I don’t care about ethics, it’s not my subject.” I think you have to be prepared to defend your science. SAS Media Guide 2012:SA4305 Media Guidev1 10/01/2012 09:22 Page 6

TOP from our scientists to early career scientists TIPS

I don’t think I can talk to the media “Professor Jim Al-Khalili: The main thing is” not to be scared of the media. A lot of early career scientists hear the scare stories and think it’s an ‘us and them’ situation when it isn’t.

But I don’t know what I should say “Dr Debbie Wake: Take your time to think” about what you are being asked, don’t feel rushed into giving an answer.

What if a journalist tries to push me into saying something I don’t want to say? “Dr Lisa Jardine-Wright: Be prepared to say “What’s the focus of your article going to be?” What’s the slant?” and then be able to say “Well actually, I don’t agree with that and I don’t feel I can give you that sort of information”.

Enter the journalists: time to answer their critics!

“How does it work with headlines “Do you think it is a problem that and the story? Is there a conflict?” a lot of science journalists do not have a science background?”

“There is a strong tendency “I’ve stopped buying newspapers, in the media to make it appear that there they’ve all become tabloids, all sexing is a debate between two sides, so they will up science stories” always want the negative as well as the positive, whereas in fact that doesn’t actually reflect the true distribution of opinion.” “What steps are taken to make sure the facts are correct?”

Biog: Mark is the science Mark Henderson on reporting science editor of The Times. He as a non-scientist graduated in modern Science is such a broad field that being a specialist in history from Oxford one small bit of it doesn’t necessarily better qualify University in 1996. As well as covering science you to write about the rest of it. As a non-specialist for the news pages, he you’re also not tempted to use jargon or to assume writes the Saturday Junk too much prior knowledge. Medicine column.

“It’s about the scientific process and how it works. Once you have grasped that, you’ve made a start” Tom Feilden, BBC Radio 4’s Today programme

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Enter the journalists: time to answer their critics!

Anna Fazackerley on journalists ‘sexing up’ stories I think it is splendid that journalists ‘sex up’ science “stories and it is naïve of scientists to think they shouldn’t. All stories should be sexy, an attractive sexy line doesn’t make it untrue. That phrase has too bad a name.” “But scientists ‘sex up’ science stories too. It’s very difficult to sex something up that isn’t without help. Certainly if we overplay something it is usually because somebody has overplayed it to us” Mark Henderson, The Times

Biog: Fiona Fiona MacRae on finding and pitching science stories is a science Many stories come from journals such as Nature and Science. reporter at Stories also come from contacts, charities, freelance the Daily journalists, press releases and surveys. Other sources include Mail, having previously ring-ins from readers, articles in other newspapers and worked at magazines, and your own original ideas. the News & How do you decide which stories to pitch for the paper? Star in Carlisle. She I look for stories that would appeal to a wide range of people. studied medical microbiology at These may be particularly topical or deal with something that Edinburgh University before training affects their day-to-day lives. It is also important to consider in journalism at Cardiff University. whether the story is under embargo [while a story is under embargo it should not be published or discussed in the media].

Tom Feilden on misrepresentation of scientists by the media I can’t imagine a situation in which I would deliberately edit a piece that“ makes it seem someone thought the opposite of what they actually think. There is my own personal integrity, or any journalist’s integrity; why would I do that?” Biog: Alok has Alok Jha on if journalists double check their worked as a science facts when writing science stories correspondent for The As far as checking facts is concerned, you try to do Guardian since 2003. it as you go along and make sure that your sources He has a physics degree from Imperial are accurate and valid. If I think something is wrong College and previously or if I think I have misheard something then of worked for Research course I will go back and check it, but as a matter Fortnight. of course, no. Do you check quotes with interviewees? No, as a rule I do not check quotes, because people never come back to me on time.

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Enter the journalists: time to answer their critics! What really goes on in a newsroom? We asked Alok Jha, The Guardian, to take us through a day in the life of a science correspondent The night before you know your diary stories: 2pm-5pm We file stories around publications in the journals, press conferences, 4-5pm, so we have to interview events, lectures, press releases that kind of ∏ people by 2-3pm. If we can’t speak thing. We send these to the news desk so they to people until 4pm, we’ll have the have a rough idea of what we will be working story written, speak to them, add the quotes on the next day. and quickly file. 9am-10am We will have a meeting with the news desk and go through all Scientists sometimes criticise us for using the of the day’s news stories. Some stories “same experts again and again. But the reason is ø because they work within our schedule. We are obvious, we’ll know days in advance we are going to do a major Nature paper for usually have about 90 minutes to write each example. Others we’re not sure of, so we will story and we have to publish the paper at 7pm, discuss them first. that’s just how it is. 10am-12pm At this point we are 5pm-8pm” Everything now gets working on a number of stories under edited which takes about 3 to 4 ¿ the assumption that each one is going hours. The paper gets printed at to be about 500 words long, so you can ª about 7-8pm. cut it down easily or add another 300 words. We ring scientists in the morning and arrange interviews. The breaking story When you have spoken to a scientist and taken For most of the day we really don’t know ? up half an hour of their time, they’ll “how long our stories are going to be, how much sometimes see their story doesn’t space they are going to get, or if there is going appear or they are not quoted. This is usually to be a picture with the story; we are really because something major has happened during shooting in the dark. the day and everything else has been pushed ” back. It is a dynamic newspaper and things get 12pm-2pm At about 12pm the news changed all day. If it is breaking news you can’t desk has another meeting to decide not cover it, you have to either dump all the ¬ what goes where in the paper. At that stuff you are doing and start again, or you have stage you know which stories you’re to finish everything really quickly and then start definitely doing and how much space they on the new story. have – you’re in the home straight.

And how do science correspondents get your details? We asked Fiona MacRae, Daily Mail, to tell us If I am writing about an article from a journal, I will try to contact the researchers behind the study. I am often put in touch with scientists by colleagues, charities, press offices and museums. All of these things help me to build up my own database of scientists who are knowledgeable in particular areas, easy to contact and happy to help.

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Enter the journalists: time to answer their critics!

Anna Fazackerley on why headlines don’t Biog: Anna works for the Times Higher Education always match the article Supplement (THES) as the Because journalists don’t write the headlines – higher education the sub-editors do! Headlines quite often over correspondent having hype things, take one angle and don’t sum up a previously been the science correspondent. She has a story. But you have to remember that they’re degree in English from the hook that grabs the reader and without the Manchester University and headline people probably wouldn’t bother trained in journalism at reading about the research. Don’t be too petty Westminster University. about it. You might not like the headline, but if someone stops and thinks ‘bloody hell, that looks interesting’ and then reads what you’ve got to say, it’s better than them turning over the page and ignoring you completely.

“It irritates reporters as much as it irritates people who are reported on when a story is totally unreflected in the headline” Mark Henderson, The Times

Tom Feilden on journalists presenting issues as if there was an equal split in Biog: Tom is the science opinion when there isn’t and environment correspondent for BBC It is valid to have a debate and put people Radio 4’s Today who fundamentally disagree with each programme. He covers other about a particular point on the air advances in genetics, space, and let them hammer it out live, for the technology, the GM debate entertainment and education of the and global warming. audience. However, the problem that kind of programming has is a tendency to appear to challenge what is actually true or false about a particular assumption. Climate change is an obvious example here. I think that the BBC, along with a lot of other journalists, has to hold its hand up and say we’ve probably given too much air time to people who are just denying the science of climate change rather than having a balanced discussion about the facts.

Alok Jha on whether his news editors would be happy for journalists to quote a young scientist in a story They wouldn’t care! What does it matter? All sorts of scientists through the“ ages have had their best ideas at 26 and 27. I’m 29, I would much rather speak to a 29 year old than a 50 year old. I know there is this feeling that if you talk to older scientists they have more knowledge, but really it’s about your level of expertise in a certain area.” 9 SAS Media Guide 2012:SA4305 Media Guidev1 10/01/2012 14:49 Page 10

Enter the journalists: Time to answer their critics!

Journalists on whether early career scientists should talk to the media Getting to know your press officers Standing up for Science Only if they want to. Science is all about debate and the public do not see that We have heard from the scientists and journalists, but what practical advice Media checklist at“ all, for them it is all about facts. The more people you have talking about science, is out there for early career scientists? the more realistic a picture you get of science. Universities and funding bodies have press officers who can help you publicise your research and You’ve been contacted by a journalist, what next? ” Alok Jha, The Guardian deal with media enquiries. If you are speaking at a conference organised by your learned society they will usually have a press office there to publicise the event and the papers being presented The following is a checklist of what you can do, step-by-step, if you are Completely. I am in desperate need of new early career scientists so you can talk to them about promoting your research. contacted by a journalist. It doesn’t have to be followed exactly but is a good all“ the time. There are too many bearded men in their sixties wanting guide if you are unsure of how to handle the situation. to talk about science. Anna Fazackerley, THES from press officers to early career scientists ” TOP ■ 1. Find out why the journalist is calling you TIPS If you don’t put yourself forward to the media you can’t influence what they write. • where are they from? If“ you are leaving journalists, who don’t understand the work nearly as well as you, Go and meet your press officer and get Remember your manners! • what are they reporting on? to☛ know them A bit of humility and good grace goes a long to write stories from press releases and impenetrable papers in journals without making Press officers want to hear about your “way. Putting a smile on your face will stand • why are they reporting this now – what is their ‘peg’? yourself available to explain it, then you pretty much lose the right to complain about findings“ before they come out, so come and you in good stead. • who else have they spoken to? being misrepresented. have a chat first. Ronald Kerr, press officer,” • what do they want to ask you? ” Mark Henderson, The Times Jenny Gimpel, media relations” manager, University of Edinburgh University College London • can they send you the press release/paper/report they are working from? Don’t be too sensitive about what is Try and get some media training written about you ■ 2. Get their contact details – a direct telephone number and email address If a post-graduate student came to me with The first time you see yourself quoted TOP from our journalists to early career scientists a“ story about some research that they have done “you’ll think ‘did I really say that?’ ■ 3. If you need time to gather your thoughts, find out when their deadline TIPS and want publicising I would suggest but try not to worry. is and ask if you can call back in 15 minutes – be aware journalists only they do media training. Jenny Gimpel, media relations” manager, have a certain amount of time to write the story Aeron Haworth, media officer for” life sciences, University College London But I’m not an expert University of Manchester ☛ Be sympathetic to what journalists have to do ■ 4. Contact your press officer and your supervisor “Alok Jha, The Guardian: You” are more expert than me, and that’s all I want. If you have done Practise talking without using jargon. Most reporters are bloomin’ heroic. They are 5. Prepare the three most important points you want to get across a bit of research then you are the expert, and if you can take me clearly through what you’ve Aim for clear and accurate trying to grapple with stuff that is very complex ■ done, it is worth millions. If you still feel like you’re not the expert, know this: some of the most Remember you are not addressing “in a very short space of time and they are doing in your interview stimulating talks about bits of research are by people who think they are not experts. your peers but the public. the best they can. No one sets out to write “ ■ 6. Call the journalist back within the time frame promised Emma Darling, public relations” officer, an inaccurate article. What do you want from an interviewee? Cardiff University Ronald Kerr, press officer,” University of Edinburgh ■ 7. When talking to them make sure you say your three points “Anna Fazackerley, THES: A good interviewee” is sparky, uses colourful language, and explains Find out what makes a good story (most important first) and only comment further if you feel things in a simple fashion. If you work in a complicated area of science it is really splendid if you Unless it’s of interest to a wider audience comfortable doing so can use analogies from the outside world. These are the sort of things that will always make it “ the media won’t pick it up. What do press officers do? into a quote. Nicola Buckley, press officer,” We have two roles: a pro-active role that ■ 8. Let the journalists know your availability for the rest of the day University of Cambridge involves going out and finding stories, and give them your mobile phone number where possible Don’t be snobby about the type of media these could be to do with papers being Is there anything I can do before being interviewed? Developed with Dr Claire Bithell, senior press officer, Science Media Centre you do published for example; and a reactive role, “Tom Feilden, Radio 4’s Today programme: Do a bit of homework,” sit down and think ‘What Many scientists are worried about speaking which is when journalists ring up because do I want to say here? What are the things that are fun, or interesting, or original, or novel, to tabloid newspapers. But The Sun has a they know we have experts in a particular or useful about whatever it is that I’ve done?’ Think of the masters. When Steve Jones answers daily“ readership of over 3 million, whereas The field at our university who we can put a question, he won’t say ‘Yes’, ‘No’ or go into an elaborate description of the genetics of what Guardian only has around 400,000. them in touch with. To find out more about VoYS (Voice of Young Science) and to order he’s done, he’ll tell you a little story. Ask yourself how would you tell your grandparents about Dr Claire Bithell, senior press officer,” Aeron Haworth, media officer for life further copies of this guide please visit what you’ve done at work today? Science Media Centre sciences, University of Manchester www.senseaboutscience.org/voys 10 11 SAS Media Guide 2012:SA4305 Media Guidev1 10/01/2012 14:49 Page 10

Enter the journalists: Time to answer their critics!

Enter the journalists: Time to answer their critics! Where to go for further information… ‘dependent on the context of the media and how they distort the issues involved’ Getting to know your press officers ‘debates about science must involve the people actually doing StandingJournalists on whether up early careerfor scientistsScience should talk to the media Standing up for Science looks at how the media treats science and at scientists’ experiences Standing up for Science of the media. It is for early career scientists and produced by Sense About Science’s VoYS the science’ ‘scientists should be involved in public debates about science so Only if they want to. Science is all about debate and the public do not see that We have heard from the scientists and journalists, but what practical advice Contact us and find out more (Voiceis out ofthere Young for Science) early career network. scientists? Not everyone’s work will create a media storm, but theMedia general public checklist can get a true picture of the topic or debate. Otherwise, at“ all, for them it is all about facts. The more people you have talking about science, we can all take responsibility for public access to good science and for challenging bad Universities and funding bodies have press officers who can help you publicise your research and If theyou more would realistic be interested a picture you in getfinding of science. out more about Sense About Science science. If you want to give voice to this aim, or make suggestions about other activities, scientific views and principles are dominated by commercialism, nationalism, or the VoYS (Voice of Young Science) network, please completeAlok Jha, the The form Guardian and deal with media enquiries. If you are speaking at a conference organised by your learned society You’ve been contacted by a journalist, what next? ” fillthey in will the usually tear-off have form a press or complete office there it onlineto publicise at the the Sense event About and the Science papers beingwebsite; presented or political motives, religious mythology, etc.’ ‘if we are not willing to stand send it to: Sense about Science, 14A Clerkenwell Green, London EC1R 0DP contact us at: [email protected] or phone 020 7490 9590. The following is a checklist of what you can do, step-by-step, if you are Completely. I am in desperate need of new early career scientists so you can talk to them about promoting your research. An electronic copy of this form is also available on our website where you can read about upcontacted and be by open a journalist. about It ourdoesn’t research have to be and followed our exactlytechniques, but is a good how can all the time. There are too many bearded men in their sixties wanting Standing up for Science covers just some of the experiences and advice we collected from our“ past VoYS media workshops, register for details about forthcoming events, and find weguide expect if you arethe unsure public of howto tofund handle us?’ the situation. to talk about science. scientists, journalists and press officers. To read more, visit our website where you will ‘scientists have the skills to analyse out more about VoYS activities promoting access to evidence and Annachallenging Fazackerley, bad science.THES from press officers to early career scientists ” findTOP full profiles, interviews and details of the VoYS writing team. and■ debate1. Find science-based out why the journalist arguments is calling and you are less likely to have a political TIPS If you don’t put yourself forward to the media you can’t influence what they write. www.senseaboutscience.org/voys agenda’ •‘we where need are they to from?learn how to communicate the importance of Go and meet your press officer and get Remember your manners! ■If“ youI would are leaving like tojournalists, join the whoVoYS don’t network understand the work nearly as well as you, our work• what effectively are they reporting to the on? general public’ ‘the public never sees the Weto☛ know are grateful them to the following organisations for supportingA bit of humility the reprint and good in 2012grace goesand athe long to write stories from press releases and impenetrable papers in journals without making VoYS programme:Press officers want to hear about your way. Putting a smile on your face will stand • why are they reporting this now – what is their ‘peg’? ■ I would like to find out more about Sense About Science “ rise from “rookie” PhD to expert which could re-enforce the idea that scientists yourself available to explain it, then you pretty much lose the right to complain about findings“ before they come out, so come and you in good stead. • who else have they spoken to? being misrepresented. have a chat first. Ronald Kerr, press officer, are just stuck in their ivory towers with little public contact!’ ‘I think that Mark Henderson, The Times ” • what do they want to ask you? Name: ” Jenny Gimpel, media relations” manager, University of Edinburgh University College London • can they send you the press release/paper/report they are working from? Don’t be too sensitive about what is Try and get some media training written about you ■ 2. Get their contact details – a direct telephone number and email address Address: If a post-graduate student came to me with The first time you see yourself quoted Standing up for Science TOP from our journalists to early career scientists a“ story about some research that they have done “you’ll think ‘did I really say that?’ ■ 3. If you need time to gather your thoughts, find out when their deadline TIPS and want publicising I would suggest but try not to worry. A guideis and to ask ifthe you can media call back infor 15 minutesearly – becareer aware journalists scientists only they do media training. Jenny Gimpel, media relations” manager, have a certain amount of time to write the story Postcode: Aeron Haworth, media officer for” life sciences, University College London But I’m not an expert University of Manchester ☛ Be sympathetic to what journalists have to do having■ 4. experienced Contact your press scientists officer and speaking your supervisor and making arguments is Alok Jha, The Guardian: You are more expert than me, and that’s all I want. If you have done “Te l : ” Practise talking without using jargon. Most reporters are bloomin’ heroic. They are a bit of research then you are the expert, and if you can take me clearly through what you’ve important,■ 5. Prepare however the three maybe most important younger points scientists you want towould get across make more SenceAim for About clear Science and accurate would like to thank all of the contributorstrying to grapple who were with interviewedstuff that is veryfor this complex done, it is worth millions. If you still feel like you’re not the expert, know this: some of the most Remember you are not addressing “in a very short space of time and they are doing in your interview guide, the VoYS writing team, and the following organisations who supported the original production of an impact as they are easier for members of the public to stimulatingEmail: talks about bits of research are by people who think they are not experts. your peers but the public. the best they can. No one sets out to write of the“ guide: the Biochemical Society, Elsevier, Engineering and Physical Sciences Research Council, Emma Darling, public relations officer, an inaccurate article. ■ 6. Call the journalist back within the time frame promised Health and Science Communication” Trust, the Institute of Biology, the Physiological Society, relate to’ ‘young scientists represent the future of science. they need to be Cardiff University Ronald Kerr, press officer, What do you want from an interviewee? Research Councils UK, the Royal Astronomical Society, the Royal Pharmaceutical Society” of Great Organisation/University: University of Edinburgh more■ media7. When aware talking and to preventthem make science sure fromyou say being your misunderstood’three points ‘younger “Anna Fazackerley, THES: A good interviewee” is sparky, uses colourful language, and explains FindBritain, out the what Royal makes Society a of good Chemistry, story Scence Careers, Society for Applied Microbiology, the (most important first) and only comment further if you feel things in a simple fashion. If you work in a complicated area of science it is really splendid if you SocietyUnless for General it’s of interest Microbiology. to a wider audience people comfortablein the general doing sopublic are more likely to listen to younger Comments: the media won’t pick it up. What do press officers do? can use analogies from the outside world. These are the sort of things that will always make it “ scientists’ ‘it is important to provide young people in society with access to into a quote. Nicola Buckley, press officer,” We have two roles: a pro-active role that ■ 8. Let the journalists know your availability for the rest of the day University of Cambridge involves going out and finding stories, scientists andwho give are them similar your to mobile themselves, phone number so they where can see possible that it is not 'men in Don’t be snobby about the type of media these could be to do with papers being Is there anything I can do before being interviewed? Published by Sense About Science in 2006 Developed with Dr Claire Bithell, senior press officer, Science Media Centre you do published for example; and a reactive role, white coats' making decisions behind closed doors’ ‘early career scientists Tom Feilden, Radio 4’s Today programme: Do a bit of homework, sit down and think ‘What which Reprintedis when journalists in 2012 ring up because “ ” Many scientists are worried about speaking have their own opinions and represent an important sub-section do I want to say here? What are the things that are fun, or interesting, or original, or novel, “to tabloid newspapers. But The Sun has a they know we have experts in a particular or useful about whateverTell it is yourthat I’ve done?’ friends Think of theabout masters. When this Steve guide! Jones answers daily readership of over 3 million, whereas The field at our university who we can put of society’ ‘many young scientists bridge the gap between layperson and a question, he won’t Furthersay ‘Yes’, ‘No’ copies or go into canan elaborate be ordered description offrom the genetics our of website what SenseGuardian About Scienceonly has around 400,000. them in touch with. To find out more about VoYS (Voice of Young Science) and to order he’s done, he’ll tell you a little story. Ask yourself how would you tell your grandparents about Aeron Haworth, media officer for life expert and so have the potential to contribute positively to these debates I4A ClerkenwellDr Claire Bithell, Green, seniorLondon press EC1R officer, 0DP” further copies of this guide please visit what you’ve done at work today? Registered CharityScience No. Media 1101114 Centre sciences, University of Manchester particularly when it comes to encouraging young people to study science’ ‘only www.senseaboutscience.org/voys www.senseaboutscience.org www.senseaboutscience.org/voys 10 This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.11 people prepared to sustain a debate should talk in debates’ SAS Media Guide 2012:SA4305 Media Guidev1 10/01/2012 14:49 Page 10 10 Page 14:49 10/01/2012 Guidev1 Media 2012:SA4305 Guide Media SAS

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Ronald Kerr, press officer,” • what do they want to ask you? you? ask to want they do what • ” officer, press Kerr, Ronald first. chat a have misrepresented. being ” Mark Henderson, The Times Jenny Gimpel, media relations” manager, University of Edinburgh Edinburgh of University manager, ” relations media Gimpel, Jenny Times The Henderson, Mark ” University College London • canfrom? they sendworking youare thethey press release/paper/reportrelease/paper/report press theythe areyou workingsend they from?can • London College University Don’t be too sensitive about what is is what about sensitive too be Don’t Try and get some media training written about you ■ 2. 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Ask yourself how would you tell your grandparents about Dr Claire Bithell, senior press officer,” Aeron Haworth, media officer for life further copies of thisvisit guideplease pleaseguide visitthis of copies further life for officer media Haworth, Aeron ” officer, press senior Bithell, Claire Dr about grandparents your tell you would how yourself Ask story. little a you tell he’ll done, he’s what you’ve done at work today? Science Media Centre sciences, University of Manchester www.senseaboutscience.org/voyswww.senseaboutscience.org/voys Manchester of University sciences, Centre Media Science today? work at done you’ve what 10 11 11 10 SAS Media Guide 2012:SA4305 Media Guidev1 10/01/2012 14:49 Page 1