[ASC-list] World class
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
> 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
> 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
> 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
> 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
> -----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
> ABN 66 420 408 120
> (Writing Editing Media+)
> T: 61 3 94313491
> M: 61 425 300 776
> E: scribewyse at aapt.net.au
> ASC-list mailing list
> list at asc.asn.au
Dr Peter QUIDDINGTON
School of Humanities,
University of New England
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