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| Is slack science reporting letting down the public? | Is slack science reporting letting down the public? |
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| The Los Angeles Times recently ran the following headline: “Another reason to drink coffee: It’s good for your heart, study says.” It all sounded very cheery – except that the carefully researched scientific study, published in the journal Heart, didn’t say that at all. | The Los Angeles Times recently ran the following headline: “Another reason to drink coffee: It’s good for your heart, study says.” It all sounded very cheery – except that the carefully researched scientific study, published in the journal Heart, didn’t say that at all. |
| As medical journalist Larry Husten lamented on the Forbes website, this was yet another example of the media mixing up association and causal effect (there’s an association between moderate coffee drinking and a lower risk of heart disease, according to the research, but we don’t know if coffee actually helps prevent heart attacks). | As medical journalist Larry Husten lamented on the Forbes website, this was yet another example of the media mixing up association and causal effect (there’s an association between moderate coffee drinking and a lower risk of heart disease, according to the research, but we don’t know if coffee actually helps prevent heart attacks). |
| It’s hardly the first time reporters have been pulled up for slack, careless or even distorted coverage of scientific and medical research. The Leveson inquiry, examining the practices and ethics of the press, highlighted in its 2012 report the potentially “devastating” consequences of flawed science reporting. | It’s hardly the first time reporters have been pulled up for slack, careless or even distorted coverage of scientific and medical research. The Leveson inquiry, examining the practices and ethics of the press, highlighted in its 2012 report the potentially “devastating” consequences of flawed science reporting. |
| The furore over the MMR vaccine started in 1998 after a doctor, who was later discredited, claimed a link between the vaccine and autism. Vaccine rates dropped from 92% to 80% and, said the report, it “is the best known example of how poor media reporting can cause harm”. Leveson also criticised media “scare stories” such as the Sun’s headline “Breast cancer ‘risk’ all over shops’ shelves”, about research showing that traces of household chemicals are found in the breast tissue of women with breast cancer – but not identifying any causal link. | The furore over the MMR vaccine started in 1998 after a doctor, who was later discredited, claimed a link between the vaccine and autism. Vaccine rates dropped from 92% to 80% and, said the report, it “is the best known example of how poor media reporting can cause harm”. Leveson also criticised media “scare stories” such as the Sun’s headline “Breast cancer ‘risk’ all over shops’ shelves”, about research showing that traces of household chemicals are found in the breast tissue of women with breast cancer – but not identifying any causal link. |
| Related: University public engagement: 20 tips | Related: University public engagement: 20 tips |
| Frustrated scientists called for greater media responsibility: one submission to Leveson even proposed a requirement that researchers have copy approval on reports on their findings. | Frustrated scientists called for greater media responsibility: one submission to Leveson even proposed a requirement that researchers have copy approval on reports on their findings. |
| At a time when the need for informed science coverage – of issues such as climate change, GM crops or medical treatments – has perhaps never been greater, is the public being let down? | At a time when the need for informed science coverage – of issues such as climate change, GM crops or medical treatments – has perhaps never been greater, is the public being let down? |
| Jonathan Ball, professor of molecular virology at Nottingham University, cites UK media coverage of the ebola outbreak as, in general, an example of “very responsible, measured, informed reporting”. There has been “the odd slip”, says Ball, regarding the issue of risk to the public from potentially infected individuals entering Britain: “The risk of getting ebola from someone that has just been shipped in from Africa is about one in 2bn, but the fact that you are not prepared to say there is absolutely no risk can sometimes be misconstrued.” | Jonathan Ball, professor of molecular virology at Nottingham University, cites UK media coverage of the ebola outbreak as, in general, an example of “very responsible, measured, informed reporting”. There has been “the odd slip”, says Ball, regarding the issue of risk to the public from potentially infected individuals entering Britain: “The risk of getting ebola from someone that has just been shipped in from Africa is about one in 2bn, but the fact that you are not prepared to say there is absolutely no risk can sometimes be misconstrued.” |
| The public and media reluctance to accept shades of grey will perhaps always be an issue, but Ball argues that coverage has nevertheless improved because of scientists’ greater willingness to use the media to explain their findings. | The public and media reluctance to accept shades of grey will perhaps always be an issue, but Ball argues that coverage has nevertheless improved because of scientists’ greater willingness to use the media to explain their findings. |
| If ebola had kicked off in this way nine or 10 years ago I can’t see how you would have got this sort of balanced reporting because I don’t think scientists were sufficiently engaged with the media | If ebola had kicked off in this way nine or 10 years ago I can’t see how you would have got this sort of balanced reporting because I don’t think scientists were sufficiently engaged with the media |
| One important influence in this improved engagement in the UK is the Science Media Centre (SMC) – a groundbreaking “press office without an organisation” set up in the wake of the MMR furore to ensure multiple informed scientific voices are heard in public debate. | One important influence in this improved engagement in the UK is the Science Media Centre (SMC) – a groundbreaking “press office without an organisation” set up in the wake of the MMR furore to ensure multiple informed scientific voices are heard in public debate. |
| The centre, with a growing database of 3,000 scientists willing to comment in their field, helps journalists reach the experts they need to produce accurate articles, and supports scientists in getting a wide range of research and views to the media – without attempting to “spin” what they have to say. | The centre, with a growing database of 3,000 scientists willing to comment in their field, helps journalists reach the experts they need to produce accurate articles, and supports scientists in getting a wide range of research and views to the media – without attempting to “spin” what they have to say. |
| Press releases should be published alongside research papers | Press releases should be published alongside research papers |
| There will always be tensions between science and the media, says SMC senior press manager Tom Sheldon. “That’s no bad thing, it’s a journalist’s job to hold science to account. Journalists should be informed by scientists, not replaced by them.” | |
| In the UK – still with a strong contingent of specialist science reporters in the national media – the direction of travel for responsible science reporting is “broadly positive”, he says. | In the UK – still with a strong contingent of specialist science reporters in the national media – the direction of travel for responsible science reporting is “broadly positive”, he says. |
| As more scientists come through the pipeline and become the next generation of experts in the media then the more we find that they are very ready and willing to take that on | As more scientists come through the pipeline and become the next generation of experts in the media then the more we find that they are very ready and willing to take that on |
| While many scientists are now more prepared to get their work and views out to the public, pitfalls can lie in that process of transfer. A recent study published in the BMJ, led by professors Petroc Sumner and Chris Chambers at Cardiff University, found that most inflation and distortion in media reports of biomedical and health-related science began in press releases produced by academics and their universities (and, perhaps suggesting the media is savvier than it is given credit for, exaggerated press releases don’t systematically get more coverage than modest ones). | While many scientists are now more prepared to get their work and views out to the public, pitfalls can lie in that process of transfer. A recent study published in the BMJ, led by professors Petroc Sumner and Chris Chambers at Cardiff University, found that most inflation and distortion in media reports of biomedical and health-related science began in press releases produced by academics and their universities (and, perhaps suggesting the media is savvier than it is given credit for, exaggerated press releases don’t systematically get more coverage than modest ones). |
| The problem was likely to stem not from a desire by scientists to distort, but a natural tendency to say something more strongly when verbally explaining a topic for a press release rather than a peer-reviewed paper, with the additional problem than brevity tends to lead to stronger statements, Sumner said. | The problem was likely to stem not from a desire by scientists to distort, but a natural tendency to say something more strongly when verbally explaining a topic for a press release rather than a peer-reviewed paper, with the additional problem than brevity tends to lead to stronger statements, Sumner said. |
| He suggested press releases should always be published alongside research papers to remind scientists they would be read and judged by their peers. | He suggested press releases should always be published alongside research papers to remind scientists they would be read and judged by their peers. |
| Scientists’ over-enthusiasm could be part of the problem, but might funding pressures also be prompting universities to push for the greatest media coverage? | Scientists’ over-enthusiasm could be part of the problem, but might funding pressures also be prompting universities to push for the greatest media coverage? |
| The Research Excellence Framework, which assesses research quality in UK universities as a basis for funding, looks for evidence of the impact of research. Might a high-profile broadsheet write-up provide a tick in that box? | The Research Excellence Framework, which assesses research quality in UK universities as a basis for funding, looks for evidence of the impact of research. Might a high-profile broadsheet write-up provide a tick in that box? |
| In fact, says professor David Price, vice-provost for research at University College London (UCL), media coverage alone would not be sufficient: it would need to lead to further action, such as a change in the law. | In fact, says professor David Price, vice-provost for research at University College London (UCL), media coverage alone would not be sufficient: it would need to lead to further action, such as a change in the law. |
| A news story might massage ego of individual academic, but impact generally is on a longer timescale than the news cycle | A news story might massage ego of individual academic, but impact generally is on a longer timescale than the news cycle |
| In general, Price adds, the media is not a corrupting influence on scientists, and instead can build enthusiasm for research on issues with less obvious impact such as the recent eclipse or Rosetta space mission. Nevertheless, greater public scientific literacy, including a better understanding of the concept of uncertainty, would help research communication on all sides, he adds. | In general, Price adds, the media is not a corrupting influence on scientists, and instead can build enthusiasm for research on issues with less obvious impact such as the recent eclipse or Rosetta space mission. Nevertheless, greater public scientific literacy, including a better understanding of the concept of uncertainty, would help research communication on all sides, he adds. |
| Related: Richard III: a year since we found him | Related: Richard III: a year since we found him |
| A final word on research and the media goes to Ather Mirza, director of the news centre at Leicester University and overseer of one of the most successful UK university media operations ever: the story of the discovery of the body of Richard III underneath a Leicester car park. | A final word on research and the media goes to Ather Mirza, director of the news centre at Leicester University and overseer of one of the most successful UK university media operations ever: the story of the discovery of the body of Richard III underneath a Leicester car park. |
| While Leicester organised press conferences and other events to ensure journalists fworldwide could get the story directly, the university also produced its own videos and reports that could be used by media or outlets or could be a direct source of information for the public. | While Leicester organised press conferences and other events to ensure journalists fworldwide could get the story directly, the university also produced its own videos and reports that could be used by media or outlets or could be a direct source of information for the public. |
| The press release, with its risks of distortion, “isn’t the be-all and end-all it used to be”, says Mirza. | The press release, with its risks of distortion, “isn’t the be-all and end-all it used to be”, says Mirza. |
| We are looking at academic output and opportunities to get your message across in different forms: blogging, multimedia, social media. It gets more of the academic’s voice across, more of what they want from the message | We are looking at academic output and opportunities to get your message across in different forms: blogging, multimedia, social media. It gets more of the academic’s voice across, more of what they want from the message |
| For now, the mass media still plays a vital role in public understanding of science and other research. But as academics become more at ease not only with the media but with becoming their own “broadcasters”, it could be that research will increasingly reach the public directly from the source. | For now, the mass media still plays a vital role in public understanding of science and other research. But as academics become more at ease not only with the media but with becoming their own “broadcasters”, it could be that research will increasingly reach the public directly from the source. |
| Join the higher education network for more comment, analysis and job opportunities, direct to your inbox. Follow us on Twitter @gdnhighered. | Join the higher education network for more comment, analysis and job opportunities, direct to your inbox. Follow us on Twitter @gdnhighered. |
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