There was an interesting discussion on The Media Show (BBC Radio 4) about communicating university research this week. It was prompted by recent coverage of scientists from Newcastle University who created sperm from embryonic stem cells in a laboratory for the first time.
The panellists discussed the way in which this research was covered in the media, which took it from a discovery which could help infertile men father children into a sci-fi realm where men were superfluous.
It was an interesting discussion but what troubled me was the underlying implication that press officers were unscrupulous types out to get coverage at all costs.
As a university press officer (and a former journalist) who has just this week worked on another big research story which got world-wide media interest, this is a topic close to home.
It can be very difficult to get coverage of research stories. Much of the work carried out in universities, while very worthwhile, is not likely to attract attention beyond the limited arena within which the researchers work.
Not only that, but many academics are reluctant or even afraid to interact with the media for fear that what may be their life’s work would be “dumbed down” to make it accessible to the lay person.
So when we do get a good story and a willing spokesperson press officers inevitably see this as a golden opportunity to promote the university.
However, while we may be employed by higher education institutions this does not mean our news sense has gone out the window or that we exist solely as propaganda mouthpieces for our university. It also does not mean that we “collaborate” (as I heard one of The Media Show’s contributors say) with journalists to sensationalise stories or mislead readers.
I would have loved to hear from the press office at Newcastle University or perhaps even the Science Media Centre – particularly as when you actually look at the press release that was sent out it is very level-headed.
It is a shame that some journalists seem to despise press officers (spin doctors by any other name?) when quite a number of us poachers turned gamekeepers, myself included, would leap back over to their side of the fence given half a chance.
Yay! Pink Sunshine is back!
This was very interesting to read. I hadn’t thought about this before. It’s a bit like the BBC news (and others) who start out their story with things like “MILLIONS OF US ARE AT RISK OF SKIN CANCER….according to a report today in the BMJ” – the last part almost whispered. That’s not the best example, but it does annoy me that the media often plays to the lowest common denominator.
Want to write more but it’s feeding time…
CAN’T WAIT TO SEE YOU!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Thank you! Yes, I was pulled out of my blogger’s block by this particular issue – will see if this has got me started again!
You wouldn’t believe the amount of research that goes unreported because it doesn’t have that “sexy” edge. I’ve recently done a press release on some research that I found pretty interesting but I have not had any success at all in getting it picked up. You win some, you lose some.
I am so looking forward to seeing you tooooo!!!!!!!!!!!!!!
Hey there you are! I was wondering what happened to you!
I think it’s sad, as you said, when things don’t get reported because they don’t have that “sexy edge.” It makes it seem as though journalists pander to that sensationalism. Not all important news is huge – sometimes it starts out as just something small that grows over time.
Glad you’re back sweetie.
I hope you’re feeling and doing well.
Let’s be honest, we all know how completely unscrupulous you are with these things.. Thanks for the tip on the radio 4 media programme – didn’t know about that one!
Keep pushing out the big (swearing) stories!