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 Conclusion first/ then support Quick overview Certainty Generalizations Perspectives matter Emotional Want it now Not peer reviewed SCIENTISTS Support first/ then conclusion In depth Uncertainty Specifics Credentials matter Rational Want more data Peer reviewed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
Common Perceptions Caveat things to death Overly interested in process Lack a bottom line Can t see the forest for the trees Speak jargon About Scientists Most interested in talking amongst themselves
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
There Are Criteria For Getting Media Coverage Of Environmental Problems 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
Where Is The Story? 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.
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. 0.8 0.7 73% 73% 0.6 0.5 0.4 0.3 0.2 52% 28% 15% 0.1 0 Scientist Teacher Police Officer Journalist Politician SeaWeb. All Rights Reserved. Data from Fox News/Opinion Dynamics May 2000
WHAT IS COMMUNICATION? SeaWeb. All Rights Reserved.
SENDER Message CUSTOMIZE CONTENT & DELIVERY RECEIVER
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? Message So What? Managers NGOs Scientists WILL IT WORK? / WHO SUPPORTS THIS? DOES IT ADVANCE OUR AGENDA? CAN I PUBLISH? Media IS IT NEWS?WILL IT SELL? WHY DOES THIS MATTER TO ME?
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. Problems? Benefits? Issue So What? Obstacles? Solutions?
Message Box Global fisheries catch statistics are flawed - big time. - Future Food Security - Better Economic Benefits? Decisions Problems? State of Global Fisheries Issue Solutions? So What? Obstacles? -Getting reliable data [accountability] - Flawed impression regarding the state of the world s fisheries Country stats need to be vetted & there needs to be third party /independent monitoring
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