The benefits of media engagement

Abstract

In the UK, the relationship between scientists and journalists has been blossoming thanks to a shift in the attitudes of scientists towards interacting with the mass media. Where once scientists might have seen media work as solely for lime-light seekers, a chore, or waste of time, they are now beginning to embrace their crucial role in science press coverage with more vigour. An example of this trend is presented in a booklet launched at the 6th World Conference of Science Journalism in London last week. In Hype, hope and hybrids: Science policy and media perspectives of the Human Fertilisation and Embryology Bill, scientists, journalists, and media professionals give their perspectives on events surrounding the UK's recent debate over human–animal hybrid embryos. While the UK Government was deciding its policy on chimera research, stem-cell scientists were actively involved in briefing journalists about the evidence for, and potential benefits of, hybrid embryos, with positive results. This effort was largely led by the Science Media Centre—an independent organisation working to promote the voice of the scientific community to national news media when science makes headlines. If it had not been for this campaign, which also involved medical charities, press officers, and patients' groups, the debate could have been hijacked by emotive, ill-informed, or solely moral, arguments about chimeras. However, research presented in the booklet shows that between January, 2006, and December, 2008, 45% of news reports on the topic were actually in favour of hybrid embryos and 35% were neither for nor against. This balance of coverage helped bolster public and political support for chimera research. And, in May, 2008, UK ministers voted to back the creation of hybrid embryos. The booklet presents a valuable model and lesson for the scientists, press officers, and journalists covering controversial areas of science. It shows that when scientists do interact with the media, it is not just science journalism that flourishes but also scientific endeavour.