22 January 2009

Stempa guide aims to promote responsible science PR

A new guide for press and public relations practitioners working in science and health-related areas aims to encourage better and more responsible practice, particularly when communicating issues in the public interest, and to help the public negotiate through often conflicting claims on issues such as vaccination, health foods and climate change.

Launched today by Stempra (the science, technology, engineering and medicine PR association), the guide aims to help press and public relations practitioners negotiate the balance between generating news coverage and over-selling a research story and is intended to complement initiatives aimed at improving science coverage in the media which have traditionally focused on the role of scientists and journalists. It addresses such issues as whether research should first be peer-reviewed before being made public, how the use of animals should be highlighted and how to prepare scientists for dealing with the media.

"The majority of press officers in the science community go to great lengths to be honest and accurate when dealing with the media, but even so there are still times when we get it wrong," says Katrina Nevin-Ridley, Chair of Stempra. "There are many issues to consider, both from an ethical and practical perspective, These guidelines will help act as a useful checklist and reminder for even the busiest and most experienced press officer."

The guide will be freely available to practitioners in the not-for-profit sector, including universities, learned societies and research funders. Although not intended as a "hard and fast" set of rules, it has been developed in consultation with some of the UK's leading science journalists and press officers. It offers both practical guidance on writing the perfect press release and preparing scientists for speaking to the media, together with ethical guidance on issues to consider before promoting research – for example, what are the study's limitations and what impact will communicating the findings have on the public.

It is expected that the guide will become an essential reference tool for both newly-appointed press officers and those who have been working in the field for many years.

"I believe that science and medical press officers have a special responsibility for improving the quality of reporting," says Fiona Fox, Director of the Science Media Centre. "Whilst the majority of press officers are careful and professional, there is nothing worse than discovering that a sensationalised, inaccurate science story can be traced back to a sloppy press release.  This important Guide encourages press officers to put accuracy and balance over profile and I think it’s a must-read for every press officer."

The guide has also been welcomed by Pallab Ghosh, President of the World Federation of Science Journalists and a science correspondent for BBC News.

"Press officers play a vital role in helping connect scientists and journalists," says Mr Ghosh. "It is vital that they do not over-hype or exaggerate findings as this can lead to misunderstanding and unrealistic expectations and could ultimately damage public trust in science. I welcome these guidelines and hope they have a beneficial effect on the communication of important science-related issues."

How to get your copy of the Stempra guide to being a press officer

Click here to download a PDF copy of the guide >>

Stempra members will receive a free printed copy of the guide in early 2009, to order further copies, please email info@stempra.org.uk.

For further information

contact: Craig Brierley, email craig@stempra.org.uk

Back to news/events page