Science and the MediaExperience from the front line

Susannah Eliott

AusSMC: A brief history…

Opened at the end of 2005 to bring more evidence-based science to news reporting in Australia

• Independent of any one institution • No specific agenda. Not “pro nuclear”, “pro GM”, “pro vaccinations” etc – only “pro evidence”• Set up to increase breadth and quality of science coverage in the Australian media

• Represent scientific consensus as much as possible

Quick stats

•Based in Adelaide•3,300 experts•1,100 journalists•8 staff•>50,000 news clips have included expert comment from AusSMC

>30% in overseas media

Main StrategiesHeads-up – alerting journalists to upcoming stories

Media enquiries – finding an expert & providing background

Rapid Reaction – responding to breaking stories

Round-up – putting research into context

Media Briefings – scientists setting the agenda

Coaching for scientists and journalists – supporting scientists to engage more effectively and supporting journalists to cover more science

Approximately 25% media, 25% governments, 25% education & 25% business

Sponsorship is capped at 10% to maintain the centre’s independence

More in the pipeline in the US, China, Pakistan, Italy, Norway, Uganda…

SMC Global Network – 6 so far

TREES ARE BAD FOR THE

ENVIRONMENT SAYS SCIENTIST

EXPERTS: FAT IS GOOD

Experts send letter to PM over GM canola fears

The media will “do” science better when scientists “do”

the media better

• 24 hour rolling news• Copycat journalism rife• Reporting for multiple platforms• Less time to understand complexity

The media is in free fall

Why bother?•The majority of the public get most of their primary information about science from the news media - MORI poll 2010

•25% of Australians source their news from social media. Only 3% of bloggers have expertise on blog topic – Nielsen Social

Media Report, 2010

•30% of Australians think dinosaurs coexisted with humans – STA poll 2010

• >45% of population feel they don’t get enough science from the media and 43% feel ill informed about science - Vic Gov report (2007 and 2012)

And yet…

Sadly policy is not always evidence based and is influenced enormously by public opinion, seasoned influencers and political compromises

• 80% of Australians would like to see more policy that is evidence based – ANU Poll, Public Opinion about Science 2010

BEST EXPERT

WORST

Some experts bury their heads in the sand

And ignoring a story won’t make it go away…

While it sometimes doesn’t seem like it, our experience shows they can and do!

Can experts make a difference?

AusSMC has seen more than a 50% increase in the use of experts in general news since 2005

Changing the way a story is reported...

In times of crisis…

• Public interest at a peak• Facts most needed• Lobby groups out in force• Science often missing

Japanese earthquake and tsunami13 sets of expert comments released120 media enquiriesTwo media briefings – 55 journalistsInternational coverage

Australian experts who provided comments were quoted 3,959

times on the incident worldwide.

Nudging issues onto the agenda

National briefing on Groundwater:

63 Media clips includingTV Coverage

Key Questions Explored

How much water is stored and how quickly are we using it up?

what can we do to protect our water?

How much does Australia rely on groundwater?

How important is it for our own drinking water?

What can we learn from other countries and what do governments need to be doing?

Our top tips for engaging with the media...

Put yourself in the shoes of a journalist - what issues might they have?

• Journalists have to get their head around new topics every day

• Have little time to understand complexity• Numbers and stats can be terrifying• Will look to the media for background on

the topic and often continue the narrative from previous media reports

• What’s it all about?• Why now?• Where does it go from here?• What is the most interesting/exciting….?• Prepare your grabs.

What will they ask? What will you say?

The changing face of news

• Online is the king• Convergence of traditional and social media• Social media can help draw attention to a well

written article about your work• Need to think visually

The power of analogy

If you had a hundred doctors giving you medical advice and 2 gave you a different opinion from the rest…

Working with the media in controversial areas

What do mobile phone towers, water, wind turbines and coal seam gas have in common?

A minefield of complex factors – you need to know the context

How is the story being framed?

GOOGLE NEWSArchives & timelines

Monitoring the development of public debates

Credibility and impartiality are essential

Once tagged, you lose the value of the “middle ground”

Your independenceIs questioned

And your patience tested!

Helps to stick to expertise...

Stay focussed on the BIG PICTURE

• Many scientists are put off by relatively small inaccuracies (names misspelt, etc)

• Did the main message come through?

• Best antidote is to keep trying

“Scientists must indeed take the rough with the smooth, and learn to work with the media as they are.”

~House of Lords Select Committee on Science and Technology (2000): Third Report, Science and Society 5.1

ScienceMediaSavvy.org

smc.org.au