[ASC-list] World class

Derek Elmes Derek.Elmes at environment.nsw.gov.au
Thu Jun 3 22:51:19 UTC 2010

Niall, Nancy et al

I recall Rob Morrison commenting on a similar issue several years ago.  When posting to this list an advertisement for a science communication position not long after, Rob's comments prompted me to invite people interested in "communicating cutting edge breakthrough research" to go and work for a mining equipment organisation.

I suppose the question I'd add is do we know what audiences (as opposed to communication professionals) think of such words (whether these ones or ones in other areas of communication e.g. "hero" sports people)? Are there any studies about audience reaction to there use or over-use?



Derek Elmes
Scientific Services Division
Department of Environment, Climate Change and Water (NSW)

-----Original Message-----
From: asc-list-bounces at lists.asc.asn.au [mailto:asc-list-bounces at lists.asc.asn.au] On Behalf Of longneck at cyllene.uwa.edu.au
Sent: Friday, 4 June 2010 12:51 AM
To: asc-list at lists.asc.asn.au
Subject: Re: [ASC-list] World class

Hello Niall,

Yes, I agree. 'Cutting edge' is another one to avoid.

Cheers, Nancy

Assoc Prof Nancy Longnecker

Coordinator, Science Communication Program
Faculty of Life and Physical Sciences, M011
The University of Western Australia
35 Stirling Highway
Crawley, WA   6009

ph: 61 8 6488 3926
email: nancy.longnecker at uwa.edu.au
skype: nancylongnecker

There is no point explaining everything in the universe if no one is  
listening to you.    (UWA Sci Comm student, 2009)

CRICOS Provider No. 00126G

> I'm interested in ASC members' views on the use of world-class and   
> breakthrough in media releases.
> We try to avoid them.
> I generally think that if the work is good it doesn't need the puff.  
>  The journalists can add it in if they want.
> Noel Turnbull made a similar comment in a piece on Crikey today.
> So, for instance, the Victorian government can be obsessive about   
> describing things -- from our events program to buildings -- as   
> world-class, but the reality is that world-class things don't need   
> to be promoted. It is symptomatic of Britain's decline that the   
> world-class cringe sometimes surfaces there too, but one never hears  
>  New York or Paris talking about world-class -- they just are.
> Niall
> ________
> Niall Byrne
> Science in Public
> 26 Railway Street South, Altona Vic 3018
> ph +61 (3) 9398 1416 or 0417 131 977
> niall at scienceinpublic.com.au<mailto:niall at scienceinpublic.com.au>
> Full contact details at   
> www.scienceinpublic.com.au<http://www.scienceinpublic.com.au/>

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