[ASC-list] World class

Peter Quiddington pquiddin at une.edu.au
Fri Jun 4 01:36:51 UTC 2010


Julian, come on..
When I am editing and I see a science release that say 'breakthrough" , I
think..'Oh, yeah, sure', try another one...



On Fri, Jun 4, 2010 at 11:25 AM, Julian Cribb
<jcribb at work.netspeed.com.au>wrote:

> A few media realities.
>
> 500+ media releases hit the newsdesk every day.  They get about 0.3
> second's
> scrutiny and are then deleted. Who is going to read a note to the editor?
>
> As mentioned, the news editors are not interested in science.  They are
> interested in a strong news story. Any news story. If the science story
> doesn't sell itself immediately, it gets deleted.
>
> In many, many science stories the new discovery or advance is so subtle and
> incremental as not to be apparent to a non-scientist. How do you explain
> the
> detail of genetics or nanoparticles to someone in 0.3 of a second? Answer:
> you don't. you use an eye-catching phrase like 'breakthrough" which says
> "read me" to the editor.
>
> As I say, I don't like it, and try to find cunning ways around it. But
> that's real life in a newsroom.
>
> As to "branding" - that is absolute rubbish in science. Branding is for
> industries that produce products that are very like someone else's products
> - toothpaste, beer, cars or T-shirts. Science does not need to brand
> because
> it is, by its very nature, unique. Scientific institutions do not need to
> brand because (a) it looks cheap, commercial and lacking in confidence (b)
> their unique identify is already established by reputation they gain for
> excellent science.
>
> To gain a good reputation a science institution only has to communicate the
> real value of its work to society - not try to conjure up a synthetic image
> by paying a brandmeister big slabs of money that could otherwise be used
> for
> R&D, to redo their letterhead and business cards.
>
> I have a whole section on this - and the waste it entails - in my latest
> book 'Open Science' (CSIRO Publishing 2010).
>
> Julian Cribb FTSE
> Julian Cribb & Associates
> ph +61 (0)2 6242 8770 or 0418 639 245
> http://www.sciencealert.com.au/jca.html
> www.scinews.com.au
>
>
> -----Original Message-----
> From: Adrienne Jones (Scribewyse) [mailto:scribewyse at aapt.net.au]
> Sent: Friday, 4 June 2010 11:03 AM
> To: Julian Cribb; 'Derek Elmes'; longneck at cyllene.uwa.edu.au;
> asc-list at lists.asc.asn.au
> Subject: Re: [ASC-list] World class
>
> You are REALLY talking science Julian!! But why not break this nexus by
> letting the story itself convince the editors, if it really IS world-class
> (etc) - without including the branding/marketing pitch in the story?  (Can
> do that in a note to editors perhaps, if it's a necessary evil, but I don't
> agree that it is?)
>
> Adrienne Jones
> Scribewyse
> ABN 66 420 408 120
> (Writing Editing Media+)
> T: 61 3 94313491
> M: 61 425 300 776
> E: scribewyse at aapt.net.au
>
>
>
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-- 
Dr Peter QUIDDINGTON
Adjunct Lecturer,
School of Humanities,
University of New England
Contact: 6771-2874
Mob: 0402-459-141
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