Transcript Science communication for the general public

Erice International School
of Science Journalism
and Communication
Media attention does not just happen
Prepare for your 15 seconds of fame!
Fred Balvert & Souad Zgaoui
Erasmus MC, Communications Dept.
Prepare!
 Don’t answer surprise questions
 Prepare all media contacts well in advance
 Say that you will call back / send press release
Scientists vs. journalists
Journalist’s article
Scientist’s article
Tells a story
Reports a scientific method / procedure
Focus on the big picture
Focus on irregularities
Goes from A to B
Could be going from from 0 to 0,0003
Starts with conclusions
Works carefully towards a conclusion
Includes emotion
Is rational
Portraits opposing views
Builds on consensus
AAAS Communication pyramids
Research article
News article
 Background
 Headline
 Supporting data
 So what?
 Conclusion
 Supporting data
Respect the role of the journalist
 Informs the public
 Translates complex information
 Helps to create public, political and financial support
 Makes audience familiar with you and your research
 Introduces a career perspective to young people
 Keeps people and organizations accountable
(also when things go wrong)
Communication plan
 Journalistic principles: 5 W’s + 1 H
 Research content  core message
 Audiences: target groups and stakeholders
 Analysis of context in society
 Strategy  Planning, means
You hold the initiative!
Case
 Clinical trial of drug for a genetical metabolic disorder in children
 Drug is made by genetically modified rabbits
 Scientific article about to be published in high impact journal
 Stakeholders: patients, parents, patient organizations, physicians, industry
 Pharmaceutical company sends out a press release independently
Method
 Media and communication in educational programs
 Demonstrations and guest lessons by journalists
 Training!
Writing a press release
 Max. 400 words
 Core message is leading
 Use separated paragraphs
 Introduction includes 5 W’s and 1 H
 Following paragraphs: background info in order of relevance
 Avoid complex words and jargon
 Ready-made quote can add attractiveness
 Conclude with contact person for more info and requests for interviews
Preparation for an interview
 Is necessary
 Which form will it take ?
(is it live, which other parties are involved, which medium)
 Printed press: read and correct before publication
 Choose your own time & place if possible
 Consult the press officer of your organization
 Ask for a copy
Giving the interview
 Your core message is leading
 Be open and honest
 Avoid professional jargon
 Include concrete examples
 Nothing is ‘off the record’
Thanks for your attention!
[email protected]
[email protected]