How to get the most out of scientists

How to get the most out of scientists Petra Boynton http://www.drpetra.co.uk info@drpetra.co.uk What’s this workshop all about? Why run this workshop?      Many scientists scared of journalists Not all „experts‟ are genuine Often journalists don‟t feel they get the best from scientists – or encounters are difficult or unpleasant. Some scientists have media training to understand about the work of a journalist, but frequently journalists don‟t get the same information about scientists. We need to think about sharing experiences/better communication. What do you want to get from this workshop? 1. 2. 3. 4. 5. 6. What‟s an expert? How do we judge expertise? Where to find scientists/information What can and can‟t scientists deliver? How to get the best from scientists… …and how to really upset them! What’s an expert? 1. How do you define „expertise‟? 2. How/where do you search for scientists? 3. What makes a good scientist? 4. What makes a bad one? 5. Why do scientists talk to the press? What motivates scientists to talk to the media? POLITICAL – they have something to say about a social or scientific problem/issue. PEOPLE – they need volunteers for their research. PRACTICAL – they want to talk about their research outside academia. PROACTIVE – they want to link with other researchers or community groups. PRESTIGE – they‟ve achieved something they want others to know about. PERSONAL – they want to be famous. What stops scientists talking to journalists?           “I might be misquoted” “Colleagues will laugh at me/not take me seriously” “It isn‟t „RAE-able‟” “Too much else to do” “My boss won‟t let me” “I don‟t know what to say” “If I talk to the press they‟ll think I‟m not working hard” “Journalists are out to trick me” “I‟m too junior/I‟m not a top scientist” “My work‟s too complicated – they only want simple stuff” How do we judge scientists? How do we judge scientists? Where to find scientists?       Professional organisations Universities Search engines Word-of-mouth General internet search Press releases What can scientists do for you? What can scientists do for you? What scientists can’t (shouldn’t) do         Go beyond „data‟. Comment on issues with no evidence base. Be overly personal. Talk about celebrities. Discuss research/findings before publication. Give details about or refer you participants/cases. Talk about ideas/concepts unethical in their usual practice. Complete research or practice without ethical approval. Check that press release! A good quality study mentions….        Outline of the research/study/intervention Method(s) Ethics Results and analysis (not just percentages) Conclusions and main outcomes Study subject to peer review Professional affiliation/qualification of writer Similarities and differences between scientists and journalists We all require answers to questions…. But journalists usually have tighter deadlines. Similarities and differences between scientists and journalists Similarities Social scientists and journalists ask people to talk to them for research. Differences Journalists can ask a wider range of questions (they‟re not bound by same research ethics as social scientists). We need to get people onside. Scientists are often unable to pay people for their stories or offer the promise of „fame‟. Journalists may have more resources as incentives – however, scientists can offer the bonus of anonymity, or the benefits of „helping others‟ Journalists may ask scientists to participants/patients; but should confidentiality. refer them understand We may find it difficult to persuade people to talk to us. We have to protect their sources. Similarities and differences between scientists and journalists Our work is personal But sometimes journalists can disclose more What do you want scientists to know about your work….   List the things you‟d like scientists to do to make your life easier. List the things you‟d like scientists to know about your work they currently don‟t appear to know. How to get the best from scientists 1. 2. 3. 4. 5. Be clear about who you are, where you work, and your precise question. Be clear about who they are (check their gender, name, job and area of expertise). Know a bit about what they do. Check you are contacting them at a convenient time in a convenient way. Be specific and honest about what you are doing – and how you want them to help. How to get the best from scientists 6. Don‟t make promises you are unable to keep (e.g. about payment, amount of work required, likelihood of quotation). 7. Be courteous about their professional skills, and appreciate they may be nervous. 8. Be polite if they are unable to help you, find someone else. 9. Always use the best person for the best quote. 10. Never misquote them. How to annoy a scientist - 1 Be vague about yourself “Hi. This is um. I‟m um. (long pause) calling for a story about, it‟s about. Oh I‟m Justine and I‟m writing for „Woman Today‟ (long pause) about babies” How to annoy a scientist –2 Be vague about them “Yes I‟m David. I got your number from the British medical thingy. I gather you know something about medicine and that” How to annoy a scientist - 3 Don‟t show any awareness of the area in which they work “Hello. Are you a biochemist? Oh yes, I‟d like a quote about weapons production in the middle east please” How to annoy a scientist - 4 Don‟t bother checking whether you‟re calling at a convenient time and rush in with a pitch. “Hi I‟m Luke from________I‟m writing about nanotechnology and I wanted to ask you what you thought about that and your research and the main findings in this area and what the future holds” How to annoy a scientist - 5 Make them think you‟re dishonest    Don‟t mention they‟re unlikely to be quoted Ask them to do something you won‟t use or pay for Don‟t disclose you are looking for background How to annoy a scientist - 6 Make promises you can‟t keep “When we write up this feature we‟ll of course quote you in full and mention all the details of any books or websites of yours” How to annoy a scientist - 7 Make them feel their profession, expertise, or intelligence is being insulted or misunderstood How to annoy a scientist - 7 Make them feel their profession, expertise, or intelligence is being insulted or misunderstood “Yeah well I was just talking to a TOP PERSON from the STATES and they didn‟t say what you‟re saying.” "well if you don't believe in what I‟m going to be writing about then I suppose I can understand you not helping me" How to annoy a scientist - 8 Be abrupt, pushy or downright rude “I NEED THIS QUOTE TODAY. NOW. SO CAN YOU JUST GET TO THE POINT PLEASE!” “Hi____I‟m______from______we want you to give us two quick quotes on the psychology of bitch fights.The first question for you to answer is…" How to annoy a scientist - 9 9. Use someone less qualified and less ethical How to annoy scientist - 10 10. Misquote them, or lie (in print) about them    Give them the wrong job title. Inflate their position. Criticise them without foundation. How to get the most from a scientist? “Talk to us!” “Tell us more about you” “Buy us lunch” “Give us copies of your paper/magazine” “Tell us when we‟ve done something right” THANKS FOR LISTENING! http://www.drpetra.co.uk/journalists