where the scientist is prohibited from public interaction, or is punished or ... There are a number of vehicles that the scientist can use in communicating with the ...
Interaction of the scientist with the media and public
Adrian Stanica1 and Richard Thomas2 1
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National Institute of Marine Geology and Geoecology – GeoEcoMar, Str. Dimitrie Onciul 23-25, sector 2, 024053, Bucharest, Romania National Museum and Galleries of Wales, c/o Morawel, New Quay, Ceredigion, SA45 9PS, UK
1. Introduction Science graduates are traditionally not trained to interact with the general public or with the media, despite a large and increasing public appetite for information on science and technology. This is particularly true for environmental concerns where public interest and involvement have a major driving effect on political decision making. The scientist thus has a responsibility to communicate scientific findings to the public. In democratic political systems, the scientist has the right to seek public support for scientific programmes essential to the sustainable management of ecological resources, including the sustainable management of water. Under conditions where the scientist is prohibited from public interaction, or is punished or discriminated against for attempting such interaction, the political commitment to democratic freedom must be suspect. The explosive growth of the human population during the past 50 years, added with the ever –increasing water demand per capita has resulted in a dramatic increase of human pressures on natural water supplies (Sachs, 2008). These fast growing pressures led to general mismanagement of water resources, affecting all links of the water abstraction–distribution–use–collection–treatment–discharge management chain (even though in most cases worldwide this theoretical chain is never complete) (Sachs, 2008, Baron et al., 2002). Therefore, nowadays, water has become a very scarce natural resource as a result of human activities. Moreover, once impacted by human activities, the ability of water resources to recovery from pollution varies from days to years in rivers and lakes, and to centuries in groundwater. Protection of freshwater resources is paramount and the role of the public in this task, both directly and indirectly, is essential. Public participation can only be achieved by public awareness. Once impacted, water must be treated to protect its most sensitive use, nominally for drinking water purposes. It is in the public interest to ensure the best quality for natural waters and to ensure the best treatment is available to meet the standards required for drinking water, or for any other use that may be required, e.g. irrigation. Both protection and treatment require NEAR Curriculum in Natural Environmental Science, 2010, Terre et Environnement, Vol. 88, 27–32, ISBN 2–940153–87–6
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management and expenditure of public funds. A clear understanding must exist between the scientist, the public and the politician in creating and implementing sound water management policies and practice. This is why the scientist must find suitable ways to communicate the message of sustainable management both to the public and to the politician (Baron et al., 2002).
2. Public Awareness Public awareness of water management issues brings pressure on political and technical decision making. The knowledge base improves consensus making and approval of expenditures required for water supply services. It can further develop the understanding needed to change demand for increasing water supply to a more rational focus on controlling and managing demand as well as improving efficiency in the delivery systems. In order to increase public awareness, the scientist must not neglect communicating the scientific message to the general public. An informed and aware public requires a knowledgeable media, and it is primarily through the media that the scientist communicates with the public. 2.1 How to communicate with the public There are a number of vehicles that the scientist can use in communicating with the public. These may be divided into two major categories, mass media and focussed media. 2.1.1. Mass media Communication through mass media is perceived to be the major or normal mode, of creating public awareness. However, except in special cases, this mode of communication is driven and controlled by the mass media. The content is largely determined by editors and producers who make judgements on scientific issues perceived to be of interest to the public. This will often result in bias and scientific opinion may be misrepresented to support media opinion rather than presenting a balanced viewpoint. The following forms of media are most generally used. Television National and regional television newscasts present short, newsworthy scientific and technical items providing information to the public. Since all newscasts are rigorously time restricted, only very short positive statements are presented. As such, editors focus on using statements taken out of an interview and these brief statements may be out of context with the intent of the scientist being interviewed. Occasionally television will provide a more in-depth review or more complete interviews which generally are presented in current affairs or similar programmes. Television provides a magnificent outlet for the documentary. These tend to be shown on more specialised television channels but many documentaries of extraordinary excellence are serialised on national, popular channels and play a major role in creating a knowledgeable public. Science-based television series also occur on specialised channels which are either related to news in technology and science of popular interest, or cover issues and controversies derived
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from scientific investigations. Thanks to television, large segments of the population are well informed about major scientific issues of the day. In the discipline of environmental science, this public information has resulted in pressures on political systems which were never seen in pre-television times. Current political concerns over climate change, extinction of species (species diversity), food production, water supply and alternative energies are all testimony to public pressure on the political system. Radio Radio is one of the finest means of communicating opinion because time is available for in-depth open or live interviews, discussions and debate. However, radio is now declining in popularity in comparison with television or internet news channels. Radio does have regular and loyal listeners but these are in a minority compared with television and internet audiences. For many, radio is confined to music and these channels receive the largest audiences and financial support. In many countries, radio is a news information supply system used extensively when television or the internet are not available. Newspapers Newspapers have declined in the face of competition from other newer communication technologies. However, they maintain a loyal readership, often of influential people. Environmental articles are well covered in the middle pages yet are rarely the subject of front page news. Many newspapers have an environmental correspondent who often earns the respect of the scientist and becomes influential in environmental sciences. These people are to be nurtured and helped by scientists, because they provide a valuable means of mass media coverage. Newspapers suffer from the influence of their editors and owners, who may have a preferred political opinion and commercial judgement and may exercise biased editorial selection in the material used. Partiality in many cases has to be questioned. Magazines Magazines tend to promote articles of general interest and high quality. Graphic and visual aids are excellent and designed to encourage public curiosity and support. Magazines come in many forms and the environmental content may not always be apparent. Some are designed for the scientist and provide news and articles of broad scope leading to a well informed science community. These are often read by members of the general public who have a particular interest in science. Internet The Internet is a rapidly developing system for information gathering and dissemination. As skills spread and computer and internet access improve, it is rapidly becoming the worldwide major means of presenting news, expressing personal opinions, opening a virtual door to people to take part in online debates and obtain political support. In general, the scientist uses the internet to gather information and access knowledge for research purposes and in preparing
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publications for traditional, peer reviewed journals. The scientist has to learn how to use the Internet effectively to express personal opinion and to influence the opinions of the general public. Blogs, personal pages on social networks (such as Facebook), posting of popular science movies and presentations on YouTube-type communication channels are just a few types of communication of scientific results which are significant in raising popular awareness. These communication channels will certainly be more and more exploited as the scientist learns how to obtain public support for research and research funding. This requires an attitude change away from the belief that to communicate with the public is a form of scientific trivialisation. 2.1.2. Focussed media Focussed media is a much less complex system of communication and is well within the comfort range of the scientist. It requires skills which are more closely related to the normal communication skills of the scientist, such as written publication in a scientific journal. Some examples of focussed media are discussed below. Printed matter Printed matter is prepared by the scientist, normally together with the employing organisation or funding agency. These include such items as: +
News releases - Short statements of newsworthy results and information derived from a research project or programme. These are distributed to the media who will use them at their discretion.
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Fact Sheets - Short statements of fact related to a scientific question or issue which is circulated to libraries, local media, interest groups and the Internet. They are also submitted to decision makers for information purposes.
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Newsletters - A newsletter is normally a more comprehensive short publication providing general information about an organisation, institution or scientific programme. They provide an overview of results, publications, ongoing activities and personnel matters. They are generally produced regularly and target related organisations and programmes.
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Brochures - Printed information for general publicity purposes in leaflet or small booklet format providing information about organisations, scientific projects or programmes and results of these projects or programmes.
Lectures Direct contact with the general public should be encouraged. There are times when a scientist may be requested to give a public lecture at a school, library or other public venue. These occasions generally provide excellent opportunities to effectively communicate the scientific message (if the scientist is also a good communicator) on specific topics which may be of interest to the audience. The oral presentation should be well prepared and dedicated to the specific audience.
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Professional and non-governmental organizations The scientist is able to disseminate information through a wide array of organizations by direct interaction and involvement or by giving talks and lectures. Examples of suitable organisations include Academies of Science and Royal Societies, Professional Associations and Non-Government Organizations (NGOs) such as Greenpeace. Other NGOs include clubs and societies such as Rotary, Lions, Sierra, etc. 2.2 How to communicate with the media Direct communication with the media is not instinctive and, where the scientist is concerned, requires expert training. Such training should be given by a professional and should include the following items which refer mainly to an interview situation with mass media (newspapers, television, radio or internet media). +
Speak clearly, use plain words and language. An audience is not necessarily impressed by over-technical language and jargon, which may be confusing
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Always answer the question directly with factual answers. Keep responses and observations short. Do not qualify answers because this suggests a lack of knowledge, understanding or confidence. Always be prepared to indicate that you do not know the answer to a question whenever this the case.
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During a briefing session before the interview, ensure that the “on air” interview will follow the questions and format as agreed. Help the journalist by clearly explaining before the interview which are the most relevant topics of your research.
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Be prepared for surprises. A journalist may ask a surprise question or change the subject when “on air” in order to create confusion and this may produce an inappropriate response in the scientist. It is essential to take time and think out the response without getting flustered.
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Control your emotions. Never allow a minor loss of temper to create an inappropriate response.
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Always remember who or what you represent. It is inadvisable to embarrass your employer or institute by misrepresentation. A personal observation may not always be appropriate but, if used, it should be made clear that you are expressing your own opinion.
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When being interviewed it can be assumed that your opinion is of interest to the interviewer. It is important, therefore, that you know your main message and stick to it.
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Always remember to be ethical, to be honest and to show integrity in your dealings with members of the media. Give credit to colleagues and fellow scientists for any use of their work.
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Always have a witness, particularly during a newspaper (either printed or on-line edition – i.e. without involving video and/or audio recordings) interview. Statements taken out
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of context can change the intent of the entire interview. Someone should be able to corroborate that this has indeed happened in the published product. +
Be prepared to take a risk in a response but always take into account the consequences of the risk.
3. Conclusions Environmental issues and the science behind them are of great public concern. Water management issues are also of critical importance. The public has a right to know and the scientist has the responsibility to inform. In this regard the scientist must learn to interact and work with the media in developing public awareness of environmental issues. The scientists should, to the extent possible, involve the public in larger-scale scientific programmes in order to encourage public support and to assist in the programme. Public support provides a valuable means of influencing decision makers in conserving and protecting planetary resources. Working with the public and media can be enormously challenging and worthwhile. There can be great satisfaction from establishing good working relationships with both groups and this interaction can be beneficial to the scientist when positive feedback, achievements and recognition are earned and shared.
4. References Anholt, Robert, R.H. 1994 Dazzle ‘em with style. The art of oral scientific presentation. W.H. Freeman and Co., New York. Baron, J.S., Poff, N.L., Angermeier, P.L., Dahm, C.N., Gleick, P.H., Hairston, Jr., N.G., Jackson, R.B., Johnston, C.A., Richter, B.G., Steinman, A.D., 2002 Meeting ecological and societal needs for freshwater. Ecological Applications, 12(5), 1247–1260. Sachs, J. 2008 Common wealth. Economics for a crowded planet. The Penguin Press, New York.
