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12月05日
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We take it in turns to lead sessions in the workshops. This keeps the discussions fresh, and prevents the audience getting bored by the same presenter. It also means that we can record individual interviews in another room, while the rest of the group is discussing another topic.
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Journalists want the scientists to look their best while they are interviewed. They should look at the journalist (not the camera), and give short answers in non-technical language. It is important to look enthusiastic!
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The TV journalist is still doing his short interviews in the other room.
Our workshops are very practical. Every participant will be interviewed about their story by the 3 journalists. We normally have a maximum of 10 participants – if we have more than 10, the interview process can be rushed. We can run workshops to bigger groups, such as conference sessions, but this means that only a few people will be interviewed about their story.
We run the workshops as a private business, and they are paid for by research organisations. They are quite expensive because we have to pay for travel and hotels and the journalists, as well as our time. They have been very popular and we have run hundreds of workshops in Australia, and a few in other parts of the world. We have trained over 5000 scientists in Australia.
In the final hour, we talk about answering questions, and how scientists need to think about what they want to say before the interview starts. They need a clear plan in their mind. Sometimes this means scientists need to turn the question round with their answer, in order to make an important point. We also discuss the best way to write a media release, and how important it is to organise equipment and demonstrations for the photographers.
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The radio journalist arrives in early afternoon. Her session begins with a conversation about her daily working life, and the way she conducts interviews. What sorts of questions does she ask? How long does it take to prepare a story for radio news?
All the journalists will give advice on the best way to tell the story. Radio and TV news stories are very short and very simple, so scientists will not be able to explain their work in detail. Instead they should concentrate on making just one or 2 simple points. This sometimes disappoints scientists, who love all the detail! Journalists will also talk about the importance of using examples to explain the work.
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Five minutes before the end we give out an evaluation sheet with questions about the workshop. Did the scientists enjoy it? What were the best parts? Do they have any suggestions to improve it? We ask them to give the workshop a score on a 0-7 scale, with 7 being high.
But there are other reasons why scientists should talk about their work. It is in their own interests. If the public understands what they are doing and recognises the value of their work, then the public is more likely to support this research.
We have had morning tea, and now the newspaper journalist arrives.
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Then we ask the journalist to interview one scientist about their work in front of the whole group. The questions are usually very simple:
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Then the journalist will then ask each of the scientists to explain their work, in a couple of sentences. In Australia, print media journalists are more likely to be science specialists than journalists from radio or TV news. They may have science qualifications, or to have worked on the ‘science round’ where they do all the science stories. They will understand some of the issues, and be familiar with technical language. Their story will go deeper into the science than radio or TV news.
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Often scientists are reluctant to use the media. They do not understand the way it operates, particularly TV. They do not trust journalists to tell the story correctly. They have seen other science stories in the media and think they are superficial. They think will not respect them if they use the media. And it can take a lot of time.
The notes explain all the issues we discuss in the workshop, and usually go into more detail. Each participant is given a copy.
All our workshops are slightly different. One group might be working in a highly contentious area like genetically-modified organisms and be very concerned about answering hostile or difficult questions. Another group will choose to spend more time on working out a good way of explaining a complicated science issue to a journalist with no science qualifications.
After we have discussed the interview, the the journalist and one of the presenters will more to the second room with the camera. Each scientist will come out one by one for a short interview, with some feedback on their performance. The rest of the group are working on another topic in the main room, with the other presenter.
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Then we analyse a TV news story. Scientists have seen thousands of stories on TV news. But how long does a TV news story last? How much time does the scientist get to speak during the story? And how many different shots make up a story - how many times does the camera point at another object? We write all their answers down on the whiteboard.
The media is very powerful. Everyone reads a newspaper, or listens to the radio, or watches TV. If scientists learn to work with the media, and to use it, they can get their message out to a wide audience and improve the way we live.
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Scientists really like meeting journalists. They like to hear what a journalist thinks of their stories, and to find out the sorts of questions journalists will ask. We always have 3 journalists : one from TV, one from print and one from radio. Each will be at the workshop for between 90 minutes and 3 hours.
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We begin with TV. The journalist sits at the front, and one of the co-presenters will ask him questions about the way he works. What time does he arrive at work? What is his daily routine? How many stories will he do in one day? This conversation goes on for 40 minutes. The scientists also ask questions.
We do this because scientists are analytical. TV stories are written according to a very strict formula which is much the same all over the world. If scientists can understand this formula and the way the story will be told, then they can appreciate what their role is. This makes them feel more confident about working with the media.
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Then we show three or four typical TV news stories, and ask the participants to time them. We ask one person to time the length. How long is it, from beginning to end? We ask another person to time how long the interviews last. Everyone else in the room counts the number of shots.
Our aim is to give the most accurate picture of how journalists think and work. If scientists understand the world of the journalist, it makes it much easier for scientists to work with them and get good coverage for their work.
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We have a short lunch break, about 30 minutes. The workshops are very intensive and the scientists like a chance to relax. It enables them to discuss what they have learned, and to talk about research issues with their colleagues. Sometimes we are still finishing off the TV interviews during lunch.
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I am going to tell you about a workshop we run in Australia to train scientists to use the media. This workshop has also run in other countries, such as New Zealand, South Africa, the Philippines and Belgium. Would they work in China?
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