MRC scientists and the media : attitudes to and experiences of reporting their findings to the public

[摘要] ENGLISH ABSTRACT:Background: Scientists seem to have an 'international corporate culture' of mistrusting themedia. Attitudes of South African scientists to the media and their experiences of reportingfindings to the public and media have not been documented. The South African MedicalResearch Council (MRC) is a statutory research body with an excellent research record - butawareness of the MRC among the South African public is almost non-existent. The MRCneeds to publicise and increase knowledge of its goals and research findings by promotingscientists' engagement with the public and other stakeholders.Objective: A postal survey was carried out among MRC scientists to obtain a 'baseline'indication of attitudes and experiences regarding communication to the public and media.Results would inform development and implementation of strategies to fast-track a turnaroundin culture at the MRC towards promotion of science communication.Method: A questionnaire with prompted responses was sent to 253 MRC scientists. Onehundred were returned (39.5%), representing an impressive assemblage of the MRC's researchleaders.Findings: Although 48.9% of the scientists had each published over 30 articles in peerreviewedjournals, 38.9% had never had these articles mentioned in the lay media. Yet thescientists regard 'the public' and 'policy makers' as the most important groups they shouldcommunicate with, and most think the public glean their knowledge of scientific research andits implications from the lay media. The scientists might not trust the media to provide accuratescientific information, but they feel that the general public do. The vast majority (92.8%)strongly agree or tend to agree that they have a duty to communicate their research and itsimplications to the public, and 70.8% would like to spend more time on this. However, thescientists also agree that the day-to-day requirements of their jobs leave them with too littletime to communicate the implications of their research to others (47.5%) or even to get onwith research (36.4%). Most of the scientists had never had contact with the media, or onlyevery few years. When the source or subject ofa news story, 65.4% had been either 'very satisfied' or 'somewhat satisfied' with the coverage. Many of their comments reflectedunrealistic expectations which can only be addressed by training in what the media are allabout. Most (86.9%) had never had any training in dealing with the media, but 80.8% wouldbe interested in such training.Conclusions: It is clear that the scientists generally want to communicate and see the potentialbenefits. For the MRC to become a communicating organisation it must spell out to itsscientists the importance and value placed on their communication activities. Sciencecommunication and development of links with community and media should be seen as partand parcel of scientific research, and given due recognition and support. Policies must beagreed and communicated with the scientists about recognising, encouraging and rewardingsuch efforts. The MRC also needs a clear media strategy giving guidelines on specificsituations, as well as on the Ingelfinger rule.

[发布机构] Stellenbosch University