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The
Science of Talking Science to the Media
It's a no
brainer but a message that anyone trying to promote a health story
in the media needs to hear. Don’t tell fibs or stretch the
truth.
According to participants at Media Manoeuvre’s recent executive
briefing, Speaking Science to the Media, deceit and exaggeration
are not uncommon but must be avoided to promote health stories
effectively.
“Don’t lie, don’t conceal, don’t exaggerate and don’t
under-deliver. People do,” explained Tom Noble, the Health Editor
with The Age.
The point was reinforced by Beth Quinlivan – Business Review
Weekly’s health reporter - who said; “the word ‘breakthrough’
must be the most overused word or ‘cutting edge’ or ‘revolutionary
new treatment.’”
It was one of the many practical steps explained by professional
people who spend their working lives dealing with health and
science stories in the media.
Seven News health reporter, Emma Power, explained that Channel
Seven health stories revolve around “pictures and people” and are
very dependent on the work of Public Relations professionals. She
said PRs should aim to present their ideas very simply in press
releases and deliver all the elements a journalist needs to produce
the story.
As the director of Media and Corporate affairs at Northern Health
in Victoria, Dean Felton, offered a perspective from what he called
the “dark side.”
He said part of his role is to “gently lower the expectations of
the people who are driving a story,” namely scientists and doctors
who believe their dry and complex topic is actually of great
interest to the media. He said it is more damaging to pitch stories
that don’t have a chance of running as they devalue the credibility
of the people behind the pitch.
The recording of this highly successful event is full of helpful
hints, and includes questions and comments from the
audience.
Speaking Science is now
available in a two-CD pack from Media Manoeuvres for
$55.00.
ORDER NOW
Tel:
+61 3 9510 6000
Fax:
+61 3 9510 6555
Media training. Media
trainers. Media coaching Australia.
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