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Summer 2009
From the Chair
New members
Sci Comm news
Eurochat
Feature: The day CERN was more popular than NASA
Feature: Biding time
Feature: The importance
of good design
Feature: From around the world
Event Report: The
numbers game
Event Report: When lives are on the line
Event Report: The new media officers
Event Report: Achieving global coverage
Interview: Ian Sample,
The Guardian
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Stempra newsletter
EVENT REPORT: Achieving global coverage for science
After an introduction on outreach to international media by British Antarctic Survey’s Linda Capper, journalists Mohammad Kaswar Uddin from Bangladesh and Diran Onifade steered the topic towards powerful and rich PRs in Nigeria.
According to Uddin, science journalism is not yet recognised in much of South Asia, and media often reel out the government line. Health and science are more likely to be translated versions of UK, US, Canadian or Australian news articles. But this seems tame compared to Onifade’s depiction of a corrupt media where in order to achieve coverage, money needs to change hands. PR, it seems, can involve more negotiation skills than many of us currently use.
With costs increasing and the PR staff benefiting more than anyone else in the equation, some are earning more than their CEOs. Diran tells us that we can write as many press releases as we like but a great photo of your CEO with, say, Bill Gates, would make more of a splash as you could pay to have it appear on the front pages.
So what’s the solution?
UK and other developed world press officers could help with training and mentoring in South Asia. For Nigeria and other nations with corrupt media, however, the picture seems more complex. But there is hope.
Capacity building is crucial. Onifade says he’s been inspired by the force of the Arab Science Journalism Association. Different African countries’ associations are looking to merge to create a powerful network.
Previous President of the Arab Science Journalism Association, Nadia El Awady, also on the panel, agreed that although training is key, the language barrier is a huge problem in her region. Her association’s media list is a fantastic tool to help local reporters understand material that is rarely provided in their mother tongue. Members forward information, with a short summary of what it is, why it’s important and if it’s relevant in the region. Discussion follows and other members add further translation and information.
The panel pondered issues of mentoring and organisations such as SciDev.net and the International Development Research Council, who provide similar services for journalists but not press officers.
Training of press officers is vital also in Latin America where Luisa Massarani, Brazilian science journalist, says that journalists are hungry for stories but can have trouble finding them. PRs are uncommon and have low self esteem. Currently the media have to look to international science if they are to feed the thirst of their editors and readers.
Problems are similar wherever you look. Press officers wanting to achieve the desirable ‘global coverage for science’ need to understand the landscape in the target region, provide translation of material, or translators for interviews. But first and foremost though is training. Training of reporters. Training of press officers. And training of scientists to speak out about their work.
Ruth Francis
Head of Press, Nature Publishing Group
and Stempra committee member
Ruth@stempra.org.uk
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