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Summer 2008
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Stempra newsletter
INTERVIEW: Emma Morton – Science and Health Editor at The Sun newspaper Claire Bithell (CB) How did you start working for the Sun? Emma Morton (EM) I did a month's work experience at The Sun the summer after I graduated from Manchester University and a very kind editor here discovered how much I was about to pay for a postgrad course. They were shocked and cobbled together on the job training. I did shorthand two afternoons a week (and missed most of it). CB What is the best part of your job? EM The element of surprise, never knowing what is around the corner. You learn something new every day. CB ... and the worst? EM Writing eight stories in one day and only one making it into the paper. CB What is your typical day like? EM I have to bring in at least one story a day, so I'll put this to our news editor, wait for the green light, then start chasing people for comments. At the same time, I'll cover stories that break through the day and follow up story tips. CB What makes a good story for the Sun? EM Good old fashioned scoops. We like to be first with things. And anything unusual that makes me sit up and think: "I haven't heard that before" and I could imagine people chatting about on the bus or train the next day. CB What is the worst thing that press officers do to annoy you? EM Calling at 10.30am to ask if you've received a press release that's embargoed until 3am a week on Tuesday while your news editor is demanding stories for that day. CB What makes a good press release? EM A succinct release with a series of quotes from experts/interested parties. Remind your spokespeople that they are speaking to a non-specialist audience and to adapt their language accordingly. Don't use jargon. They aren't "dumbing down", merely speaking in a straightforward fashion. CB What is the best time to send out a press release? EM About 9am. CB Is there any way to influence the headline of a story? EM Come up with a good idea and I'll put it to our sub editors - but they're hard to beat. CB Is it helpful if press officers send over photos to go with the story and do you use them? EM A story may be allocated more space as it develops through the day, so it's good to have a selection. Photos of experts to be quoted in the piece are also appreciated. CB What embargoes work for you? EM Midnight/early morning. We don't like afternoon embargoes. They mean that the story will have appeared on TV and radio 50 times by the time someone opens their morning paper. CB Do you think that science and health journalism differs from other types of journalism? EM All journalists are looking for a good scoop that will lead the news agenda. But our role can be tough at times because many people in this field are afraid to talk to us. CB An article in the Media Guardian recently suggested that science correspondents are under threat, do you think this is the case? EM No, I think they are valued more than ever. News editors realise specialists have spent years building trusting relationships with doctors and scientists. The area often dominates the headlines, so they value our judgement and access to expert opinion. CB What do you think is the state of science and health in the UK at the moment? EM Excellent, the world's best. CB What would you say to scientists and clinicians who are dismissive of The Sun and would rather speak to The Times or The Guardian? EM I would tell them to read the newspaper then ring me for a chat. Most people who dismiss The Sun have never actually read it. Compare a Sun science story with one in another paper and you'll simply get a snappier version - with, may I cheekily add - a much better headline.
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