What is the Science Media Centre? The SMC’s main goals are to: The Science Media Centre (SMC) is an independent • Improve the way that science, engineering and society. However, the SMC is independent of press office for science, helping to ensure that their related disciplines are covered in the media; any particular agenda within science and the public and policymakers have access to strives to reflect the broad spectrum of • Make it easier for the news media to get evidence-based scientific information through scientific opinion, especially where there are access to the best science and scientists news media when science hits the headlines. clear divisions within science; when controversial science stories are The Centre has its roots in the influential making the headlines; • Focused on ‘science in the headlines’ – House of Lords Science and Technology Select the SMC’s activities all have a focus on the Committee third report on Science and Society, • Create opportunities for more scientists, science of controversial issues that hit the which wanted to renew public trust in science, engineers and other experts to get their headlines and grab the public’s attention, and its overall goal is to promote more voices heard on the big science, health and as this is when most confusion and environment stories of the day; balanced, accurate and rational coverage of the misinformation occurs; important science, health and environment • Bridge the gap between science and the stories in the media. • Media-driven – the issues the Centre covers media by working with scientists to adapt to are driven by the level of media interest; if the Opened in April 2002 and housed in the the demands of the 24 hour news machine; media want to splash on nanotechnology, GM Wellcome Trust, the Centre believes that • Work with journalists to enhance their foods or designer babies, the SMC will provide scientists can have a huge impact on the way understanding of the way science works; them with the best science on these subjects; the media cover scientific issues, by engaging more quickly and more effectively with the • Support press officers when they are • Proactive – the SMC proactively encourages stories that are influencing public debate and working on complex science, health and and prepares scientists to engage with the media when science is in the headlines, so attitudes to science. environment issues. that it can offer the best scientists to news The SMC’s philosophy is: The SMC is… journalists while stories are breaking; • Fast – the SMC has earned a reputation “The media will DO science better when among the news media for being fast and • Agenda setting – the Centre supports more scientists DO the media better.” accurate, and for delivering the best science scientists to seize and shape the media agenda in the form and timeframe needed; by regularly briefing journalists on the latest developments in science or issues of concern; • Independent – it works in close collaboration • a PR agency for institutions or individuals with the UK’s science community, yet is NOT that do not have access to a press office; completely independent of any particular scientific body and its funders; • NOT a resource for specialist trade press, freelancers, lifestyle magazines, independent • Pro-science – the SMC is unashamedly film companies or documentary makers; pro-science and seeks to renew public trust in science by promoting science, health, • NOT for politicians, policymakers or patient engineering and technology expertise to interest groups. The SMC sees science in the headlines as an opportunity rather than a threat. While many have noted that science and news are a poor fit, the centre works to ensure that scientists exploit the opportunities provided by science in the headlines to engage the public when they are most interested in and concerned about science. “Fiona Fox, Director of the Science Media Centre Supporting the media, the SMC: Supporting the science community, the SMC: • Provides experts from its database, who are • Provides support to engage with the media • Works closely with Stempra,” the STEM PR willing and available to speak to the media as when their area hits the headlines; association, in particular supporting their a major science story is breaking; annual training event providing press officers • Offers the expertise of a team specialising in with advice and guidance on translating • Gathers and provides reaction and comment science in the headlines; complex science to the media. from individual scientists on the big science • Helps scientific institutions bring their story of the day; research, voices and opinions to the media’s • Advises on the significance and credibility of attention when major stories are breaking; “In-depth interaction with journalists allowed breaking stories; us to record the caveats of our work and this • Provides a neutral, independent and free resulted in remarkably balanced reportage for • Provides easy-to-understand information on venue for press briefings; what could easily have been the scare story of the topics hitting the headlines; • Provides its unique and popular ‘Science the year. It’s hard to imagine the science news landscape in the UK without the SMC.” • Sources articles and comment pieces from in a Soundbite’ guides that advise Professor Ken Donaldson, Respiratory scientists on effective ways of answering scientists and provides package ideas; Toxicologist, University of Edinburgh complex questions in a two minute news • Runs regular briefings where interview; journalists can meet new experts, get background information and often a • Offers free places at its hugely popular “Thanks so much for hosting the briefing. great story; Introduction to the News Media sessions – We’re really pleased with the coverage as well the Centre’s unique take on media training – it was great to have the opportunity to get • Runs an out-of-hours service, reacting aimed at introducing scientists to the reality the science behind mindfulness to journalists whenever a major science story breaks; of today’s news media; in person, and the results have been brilliant, calls coming in as I type!” • Organises background briefing and training • Runs off-the-record brainstorms to discuss Simon Loveland, Press Officer, sessions for journalists on request; how the scientific community can effectively Mental Health Foundation • Produces fact sheets on key areas of coordinate its media relations on controversial scientific interest and emerging science; issues within science; • Runs subject-focused media training before “Thanks for this and all your other help. It was • Provides a ‘Before the Headlines’ service, big controversial stories; very reassuring to have people as experienced putting new studies with particularly and professional as those of you at the SMC complex science and statistics into context; • Supports press officers working on complex to help us steer these tricky waters. Your stories with significant scientific, health or experience in managing controversial areas • Supports the work of the National environmental impact; within science gave us the confidence to Coordinator for Science Training for publicise our research findings and contribute Journalists, improving the access to and • Provides an additional way for press to the public debate.” availability of science training for journalists officers to promote their academics and Laurence Tiley, Expert in Molecular Virology, all over the UK. institutions; University of Cambridge How the SMC works Expert Database Rapid Reaction The SMC has worked closely with journalists, The SMC’s database is not quite like any other The demands of the 24 hour media machine press officers and scientists to develop a expert database. Those on it are selected not mean that news journalists often don’t have the number of services that deliver its goals just for their proven expertise, but also for their luxury of time to track down the best scientists effectively. These include continually improving willingness and ability to engage with the media when a science story lands on their desks, so its database of media-friendly scientists, its when their area of work hits the headlines. availability can sometimes win out over expertise. Rapid Reaction service, Round-Ups and regular Given the Centre’s focus on controversial stories This is where the SMC steps in. When a story press briefings. The following is a brief breaking in the news, experts joining the breaks, the SMC springs into action, persuading summary of these activities, but to find the database know they are signing up to the SMC’s the leading experts that they have to drop latest examples visit the SMC’s website: goal of improving the way these subjects are everything and engage with the story, then www.sciencemediacentre.org. covered by getting stuck into the media debate contacting journalists at all the major news rather than shouting from the sidelines. outlets to offer those experts for interviews or immediate comment. The quality of experts is important to us. The SMC recruits scientists, engineers and other This service is a real example of a win-win experts, who work for respected institutions, scenario for science and the media: helping publish in peer-reviewed journals and have a frantic news journalists, delighted to be given track record of quality research in their great scientists to interview, and enabling the specialist field. Like a dating agency, we pair best scientists to get their voices heard at the the best scientists with the right journalists. very time that their issues are in the headlines and therefore on the public’s mind. Whether it’s the latest flu epidemic or health scare, or a potential nuclear crisis, ensuring experts engage directly in the story influences what the public see and hear. A big thank you to the Science Media Centre. The question and answers article was among the most read articles on the whole of the Channel 4 website.