I joined other scientist-communicators in the last panel to talk about my Mass Media Fellowship at the Journal Sentinel |
As the 2015 ASPB-sponsored
AAAS
Mass Media Fellow, I was invited to participate in the workshop and talk
about why and how I began pursuing opportunities in science communication. And I
eagerly joined my colleagues in discussing ways early-career scientists can
improve how science weaves its way into the media.
The media workshop was divided into three sessions, with a
corresponding panel of scientists, journalists, and scientist-communicators.
To start, Douglas Cook, a professor at University of California,
Davis, made it clear that scientists should be firm about combatting myths and
speaking forcefully for evidence-based action. “Science is not democracy,” he
said, no matter what the polls say. For effective communication, facts and data
are insufficient—people find their own version of the truth. Instead, Cook
suggested, look for the values people hold, and see if your work can fulfill
those values.
Coming at the issue of how to engage with the public from a
different perspective, Sally Mackenzie, a professor at the University of
Nebraska-Lincoln and president-elect of ASPB,
felt that a coordinated, repeated message could break through even to opponents
of some scientific advance, such as genetically modified (GM) foods. “Some level of activism is our
responsibility,” she said, dispensing with the notion that scientists should
remain disinterested observers from their labs.
Elizabeth Dunbar and Emily Sohn talk about practicing science journalism. Neda Afsarmanesh on the right. |
During the question and discussion period of the session, we
discussed the labor force of science communication: should it be advanced by scientists
who add on communication, or by dedicated communicators with scientific
training? Do you need a Ph.D., or is a Bachelor’s degree sufficient? Do you
need to study science at all?
The issue we kept coming back to is whose responsibility is communicating
science? In academia, science communication is usually left as an
extracurricular activity for overworked professors. That will never compete with
efforts made by organizations that are committed to advocacy that goes against
science and evidence. For instance, as someone noted Greenpeace—a vocal
opponent of GM foods—spends $185 million a year on communication alone [The
figure was closer to $211 million in 2013].
And with that, it was time for lunch and group work on what
the media gets right and wrong when covering science, which led to the second
session for the day. In the journalist panel we heard from Emily Sohn, a
freelancer and contributor to the Science
Writer’s Handbook, and Elizabeth Dunbar of Minnesota Public Radio.
To a room filled mostly with scientists, Sohn described how
she finds stories, and how scientists can help her get their research to the
public. If you are responsive to emails and phone calls from journalists and
give clear, concise answers to questions, you might just end up as one of her
“Super Sources” – someone she returns to time and again. And though Cook and
Mackenzie, as well as several other scientists in the audience, felt that they
had “been burned” by sloppy journalism, Sohn tried to make clear that she was
on their team: “We’re all trying to get it right,” she said.
Dunbar, who had stumbled into science journalism from a
general assignment background, freely admitted that in radio—where four minutes
is a lifetime—she has learned that to communicate effectively she needs to cut
all but the most basic scientific concepts. “I try to teach my audience
something about science,” she said, and then explain just a fraction of the hot
new research.
Don Gibson (center) joins others for group work between panels |
At the end of the panel
discussion, the audience was given a chance to pitch their own work to the
journalists to see how well they could capture attention for a possible story.
In one instance, Sohn and Dunbar helped Don Gibson, a Ph.D. student at University
of California, Davis, plan his pitch to journalists on his campaign to put Barbara McClintock on the ten-dollar
bill. Their advice: Give a positive message, and make the main point—it’s time
to put a female scientist on currency—pop out right away.
And then it was finally time for
the last panel, where I joined Karl Haro von Mogel of Biology Fortified; Natalie Henkaus of
the Boyce Thompson Institute (which
supported the workshop) and soon-to-be ASPB staff member; and Neda Afsarmanesh,
Deputy Directory of SAS USA and the organizer of the Media Workshop. We all had
scientific backgrounds and we were all in the process of or had already moved
into full-time science communication positions.
Henkaus stressed the importance of
collaborative communication efforts from the NSF’s Research Coordination
Networks, ASPB’s National Plant Science Council, and Cornell’s Alliance for Science (another
supporter of the day’s workshop). Von Hogel described how Biology Fortified
began as a group blog and morphed into a forceful advocate for
biotechnology—and purveyor of cute GMOs. And I got to tell what it’s like to
jump straight from the lab into the newsroom, and the importance of funding for
training in communication. As the final panel, we had the luxury of longer,
casual conversations that conveniently morphed into hor d’oeuvres and drinks.
Business cards were exchanged; dramatic reenactments of speeches were staged;
theories of science communication were pored over and debated.
My takeaway from the day:
Journalists and scientists have a lot in common. They both want to tell others
about what they see in the world—what they know to be true—and they both want
everyone to be as excited about the story they have to tell as they are.