FOR IMMEDIATE RELEASE
February 13, 2008
CONTACT: Holly Menninger, [EMAIL PROTECTED]
PRIMING SCIENTISTS FOR SUCCESSFUL MEDIA INTERVIEWS
New AIBS book provides tools and tips for effective science communication
WASHINGTON, DCâEvolution, climate change, stem cell researchâScientists are
frequently called upon to provide expert information on hot button issues that
pervade the daily news headlines, yet most find themselves woefully unprepared
for the bright lights of the television studio or leading questions from a
newspaper journalist. A new publication from the American Institute of
Biological Sciences (AIBS), "Communicating Science: A Primer for Working with
the Media," by Holly Menninger and Robert Gropp, will prepare scientists for
successful and effective media interviews.
Recognizing that many scientists are reluctant to engage in media outreach, the
Primer outlines compelling reasons for scientists to interact with the media
and describes key differences between journalism and science that may not be
apparent to practicing scientists. Step-by-step, Menninger and Gropp walk
scientists through the entire interview processâfrom appropriate questions to
ask when a reporter calls to practical advice for looking and sounding oneâs
best on-air or on-camera.
The information and advice in the Primer is presented in eight easy-to-read
chapters that provide vital information for scientists new to media outreach,
as well as a quick refresher for seasoned expertsâan ideal text for a
graduate course on science communication or a professional development course
for students and faculty. The Primerâs authors speak from their own
experiences as PhD scientists in the biological sciences with years of
experience in media outreach.
The concise, user-friendly volume has several unique features that set it apart
from other media guides for scientists. The Primer includes first-person
interviews with nearly a dozen scientists who have successfully navigated
print, radio, and television interviews. The scientistsâincluding the
âIsland Snake Lady,â Kristin Stanford, recently featured on the Discovery
Channel show,"Dirty Jobs"âshare advice and experiences on a number of topics,
including safely speaking on behalf of an organization, avoiding trouble when
discussing socially or politically controversial topics, and reflections on
first interviews.
The Primer also provides worksheets to assist readers with interview
preparation: building a message framework with talking points and transition
phrases, developing analogies, and using illustrative props or images. It
includes pages for readers to organize contact information of journalists with
whom they have worked directly and those who have reported on stories related
to their own research to keep as potential contacts for future story pitches.
"Communicating Science: A Primer for Working with the Media" is available now
at www.aibs.org/bookstore/
The table of contents and cover image are also available at
www.aibs.org/bookstore/
###
ABOUT THE AUTHORS
Holly Menninger is a public policy associate at the American Institute of
Biological Sciences, where she works on science policy and to improve
communication among scientists, policymakers, and the general public. She has
a PhD in behavior, ecology, evolution, and systematics from the University of
Maryland. Before joining AIBS, Menninger frequently fielded entomological
questions from journalists representing local, national, and international
media outlets. She now writes regularly for the AIBS Public Policy Report, the
Washington Watch column in BioScience, and on the blog of the Coalition on the
Public Understanding of Science.
Robert Gropp is the director of public policy at AIBS, where he has led the
effort to increase AIBS media relations and activities to better articulate and
communicate public policy positions to and through the media. He earned a PhD
in botany from the University of Oklahoma. With over 10 years in public
affairs, Gropp has worked with many media outlets ranging from trade
publications to national newspapers. He also edits the Washington Watch column
in BioScience as well as the AIBS Public Policy Report and Natural Science
Collections Alliance Washington Report.
BOOK SUMMARY
Title: Communicating Science: A Primer for Working with the Media
Authors: Holly Menninger and Robert Gropp
Publisher: American Institute of Biological Sciences
ISBN: 978-0-936829-03-6
5.5x7.5 paperback, 54pp., $12.95
ABOUT AIBS
The American Institute of Biological Sciences is a nonprofit 501(c)(3)
scientific association dedicated to advancing biological research and education
for the welfare of society. Founded in 1947 as a part of the National Academy
of Sciences, AIBS became an independent, member-governed organization in the
1950s. Today, headquartered in Washington, DC, with a staff of approximately
50, AIBS is sustained by a robust membership of some 5,000 biologists and 200
professional societies and scientific organizations; the combined individual
membership of the latter exceeds 250,000. AIBS advances its mission through
participating in coalition activities in research, education, and public
policy; publishing the peer-reviewed journal BioScience and the education Web
site ActionBioscience.org; providing scientific peer-review and advisory
services to government agencies and other clients; convening meetings; and
managing scientific programs. Web site: www.aibs.org.
Holly Menninger, Ph.D.
Public Policy Associate
American Institute of Biological Sciences
1444 I (Eye) Street, NW, Suite 200
Washington, DC 20005
Phone: 202-628-1500 x 229
Fax: 202-628-1509
Web site: www.aibs.org http://www.aibs.org/
