journalists are from venus, scientists are from mars€¦ · • use as talking points for...

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Journalists are from Venus, Scientists are from Mars

Presented by SeaWeb and Pacific Islands News Association

At the 7th South Pacific Conference on Nature

Conservation and Protected Areas


The Plan…

•  Introduction •  Goals / Perceptions•  True Confessions•  Media / Scientists’ Cultural Differences•  Analysis / Message Box•  Mock interview activity•  Discussion & Wrap-up


Worlds in Collision

JOURNALISTS… SCIENTISTS…• Support first/ then conclusion• In depth• Uncertainty• Specifics• Credentials matter• Rational• Want more data• Peer reviewed

• Conclusion first/ then support• Quick overview• Certainty• Generalizations• Perspectives matter• Emotional• Want it now• Not peer reviewed


Common Perceptions �About Journalists

•  The media are all the same •  Journalists aren’t interested in accuracy

untrustworthy, devious… “they’ll misquote you”•  Journalists don’t really get it …“they miss the

point”•  Journalists emphasize conflict too much•  Journalists give scientific outliers a platform


•  Caveat things to death•  Overly interested in process•  Lack a bottom line•  Can’t see the forest for the trees•  Speak “jargon”•  Most interested in talking amongst

themselves

Common Perceptions �About Scientists


“Horror” Stories

So have any of these perceptions become reality to you?


Survival Tips

•  No such thing as “off the record”•  If you are being pulled in a direction you don’t

want to go, head back to your messages•  Know what the headline should be•  Don’t say “No Comment”•  If you can’t comment, explain why•  Do admit if you don’t know•  Say what you can, then put in qualifications if

you must•  Ignore minor errors


•  A breaking event, not a gradual decline•  Compelling images of destruction, “if it bleeds it leads”•  A clearly defined villain•  Human drama – health, jobs vs. conservation conflict•  Animals are affected – preferably “cuddly critters”•  An easy-to-understand problem, little gray area•  A local and immediate impact

There Are Criteria For Getting Media Coverage Of Environmental Problems


1.  Its where there is new, unusual or counterintuitive information.

2.  It’s where something’s happening - someone is doing something, discovering something.

3.  It’s where controversy or conflict exists.4.  It’s where the topic has impact, relevance and

momentum.5.  It’s based on a premise that can be explored intimately,

but not necessarily comprehensively (limits). Not necessarily the whole story.

6.  It’s where it excites YOU.

Where Is The Story?


Reality Check

What do journalists need?

What are the challenges of being an environmental reporter?


Why should I get involved?

•  Scientific understanding is low. •  Public trusts scientists. •  If you want to stimulate the knowledge

base, you can tell your story best.•  By understanding the media process, you

can take ownership of the information conveyed to the public.

•  Managing the message helps ensure scientific integrity and accuracy.


Scientists Are Perceived As Having Higher Ethical Standards Than The Press Or Government

Rate the honesty and ethical standards of people in various fields: very high, high, average, low, very low.

73% 73%

52%

28%

15%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Scientist Teacher Police Officer Journalist Politician

Data from Fox News/Opinion Dynamics May 2000


WHAT IS COMMUNICATION?


SENDER RECEIVER

CUSTOMIZE CONTENT &

DELIVERY

Message


SO WHAT?

Depends on the Audience

Each person wants to know why this matters to them. Think about their values,

expectations, needs.


WHO SUPPORTS THIS? / WILL IT MAKE ME LOOK GOOD?

WILL IT WORK? / WHO SUPPORTS THIS?

CAN I PUBLISH?

IS IT NEWS?WILL IT SELL?

WHY DOES THIS MATTER TO ME?

DOES IT ADVANCE OUR AGENDA?

So What?

Managers

NGOs

Scientists Media

Message


Message Box:�Take a few minutes to fill in a one-sentence description of the issue and �

four supporting facts/arguments which answer the listed questions.

IssueBenefits?

Problems?

Solutions?

So What?Obstacles?


Message Box �

IssueBenefits?

Problems?

Solutions?

So What?Obstacles?

Global fisheries catch statistics are flawed - big time .

- Future Food Security - Better Economic Decisions

State of Global Fisheries

Country stats need to be vetted & there needs to be third party /independent

monitoring

-Getting reliable data [accountability] - Flawed impression regarding the state of the world’s fisheries


�How to Use Your Message Box•  Use as talking points for interviews •  Frame a Press Release (e.g. of a new pub’n)•  Frame an op-ed•  Frame an abstract or cover letter on new

pub (e.g. Science or Nature)•  Use them to storyboard your website •  Use to explain “what you do.”•  To bridge back to your points


Effective approaches for Outreach

•  Re-framing the Question: Synthesis Paper

•  Interdisciplinary Science: a broad spectrum of players leads to added credibility, heft, and robust synthesis.

•  Consensus Statements

•  Op-eds

•  Books


Let’s Practice

Mock interview and feedback

Followed by Q&A

journalists are from venus, scientists are from mars€¦ · • use as talking points for...

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