:Or Talking to Journalists About Your Research

That was the title of a workshop at the University of Calgary this afternoon but if you're a researcher don't be fooled by the title. It isn't painless until you have done it many, many times.
There were about 60 researchers, students and Public Relations types on hand to witness a kind of lab experiment in action. Professor Hay of the Department of Geography  gave a short presentation, then a panel of journalists analyzed the pitch and looked for the story. Romie Christie of CBC Radio, Kevin Green of CTV, and Renata D'Aliesio of the Calgary Herald gave out  the cold hard truth.

The pitch didn't work.
I've been at this a long time on both sides of the journalistic ledger and I've observed a very basic disconnect when scientists and the media come together.
Media want to know what is new and how does it affect the average reader or listener. Scientists on the other hand want to know how it affects their funding and want to hedge what is new until it is published in an academic journal.
Kevin summed it up nicely when he asked Dr. Hay "How do I explain this to my mother over dinner?" After a few questions from the panelists however,  there started to emerge exactly that. A nice story that could be explained to anyone's mother over dinner. Or a lattee.
It all comes down to scientists, researchers, and reporters looking for a frame of reference that everyone can understand.
But why bother? Well research for the sake of research is nice but a lot of politicians and the public want to know how their money is being spent. The host for the afternoon was Peter Hackett from Alberta Ingenuity and he offered up another reason. The exponential pace of innovation makes it increasingly hard for everyone to keep up and openess between rearchers and media is important. I'll offer up another reason. Science plays a role in everyting we do. In the case of genomics it is what makes me - me. And if we can't understand that basic slice of life then we have a problem. Science has the answers, the public and the media have the questions. Give me one good reason why they should NOT get together.
Publicity can be painless. It can be beneficial. But it isn't easy and you have to put some thought  in it.
Thanks to U of C and Alberta Ingenuity for taking the time to put the session together.