© seaweb. all rights reserved. journalists are from venus, scientists are from mars presented by...
TRANSCRIPT
© SeaWeb. All Rights Reserved.
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
© SeaWeb. All Rights Reserved.
The Plan…
• Introduction
• Goals / Perceptions
• True Confessions
• Media / Scientists’ Cultural Differences
• Analysis / Message Box
• Mock interview activity
• Discussion & Wrap-up
© SeaWeb. All Rights Reserved.
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•Not peer reviewed
© SeaWeb. All Rights Reserved.
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
© SeaWeb. All Rights Reserved.
• 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
© SeaWeb. All Rights Reserved.
“Horror” Stories
So have any of these perceptions become reality to you?
© SeaWeb. All Rights Reserved.
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
© SeaWeb. All Rights Reserved.
• 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
© SeaWeb. All Rights Reserved.
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?
© SeaWeb. All Rights Reserved.
Reality Check
What do journalists need?
What are the challenges of being an environmental reporter?
© SeaWeb. All Rights Reserved.
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.
© SeaWeb. All Rights Reserved.
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
© SeaWeb. All Rights Reserved.
WHAT IS COMMUNICATION?
© SeaWeb. All Rights Reserved.
SENDER RECEIVER
CUSTOMIZE
CONTENT &
DELIVERY
Message
© SeaWeb. All Rights Reserved.
SO WHAT?
Depends on the Audience
Each person wants to know why this matters to them. Think about their values,
expectations, needs.
© SeaWeb. All Rights Reserved.
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?
Policy Makers
Managers
NGOs
Scientists
MediaPublic
Message
© SeaWeb. All Rights Reserved.
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.
Issue
Benefits?
Problems?
Solutions?
So What?Obstacles?
© SeaWeb. All Rights Reserved.
Message Box
Issue
Benefits?
Problems?
Solutions?
So What?Obstacles?
Global fisheries catchstatistics 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
© SeaWeb. All Rights Reserved.
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
© SeaWeb. All Rights Reserved.
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
© SeaWeb. All Rights Reserved.
Let’s Practice
Mock interview and feedback
Followed by Q&A