The Misconceptions Between Scientists and Reporters

Misconceptions and miscommunications that occur in science and how the media reports science happen throughout the industry, and unfortunately, it doesn't make anyone look good.  The reporter will likely hear from the researcher or institution if they portray something incorrectly and the scientist could hear from different publications about an incorrect report of their research.  Instances like these are what break down the vital relationships between science and the media.  The media plays an important role in science.  Researchers can do their research and even publish in journals, but the public doesn't usually read scientific journals with their morning coffee.  The media is the bridge between the researchers and the public.  So, how do we do our best to help the media report our research in a way they are proud of and a way we, as scientists, are happy with? 

In a class I am currently taking, we had a panel of guest speakers come talk to us about this very subject.  All of the members of the panel have some involvement with reporting research or serve as public relations experts.  They outlined a few of the difficulties that accompany reporting science to the public.  One reporter read a list of things reporters feel about scientists.  On the list were statements such as “We think you are boring”, or “You live in your own little world”.  My personal favorite was “You use big words to sound smart and talk down to people”.  It did make me think about the words I use to describe my research.  My husband is a landscape architecture major and sometimes he has had to ask me to explain something in lay terms for him when we are having a conversation about my research.  He is not immersed in the research industry like I am, and it was a good reminder for me.  Converting our research into lay terms is important if we want the public to understand the scope and importance of what we are doing in our labs. 

Another panel member who is a radio host also had some good advice.  He explained the importance of knowing your audience.  Obviously we can speak in research terms when we are presenting to our peers, professors, etc.  However, if doing a presentation or interview with someone outside of our research realm, we need to know who we are talking to and try our best to portray our information using words that are understood or easily explained.  Being able to talk on multiple levels is important, for reporters and the public alike.  He also said that it is important to remember that someone who is uneducated is not dumb.  Those are two very different things.  We should look at ways to explain things and excited them about a subject, therefore educating without making anyone look stupid. 

Overall, learning the perspectives and feelings of reporters helped me see the other side a little bit.  I am going to make a good effort in my career to practice my skills of communication and be able to communicate on lots of different levels.  Hopefully this will help me on many fronts, as well as create better relationships with the media.  

-Kate