{"id":90186,"date":"2017-03-26T10:47:39","date_gmt":"2017-03-26T08:47:39","guid":{"rendered":"http:\/\/www.myza.co.za\/a-scientist-with-a-fascinating-story-some-tips-on-how-to-make-it-soar-the-conversation\/"},"modified":"2017-03-26T10:47:39","modified_gmt":"2017-03-26T08:47:39","slug":"a-scientist-with-a-fascinating-story-some-tips-on-how-to-make-it-soar-the-conversation","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/a-scientist-with-a-fascinating-story-some-tips-on-how-to-make-it-soar-the-conversation\/","title":{"rendered":"A scientist with a fascinating story? Some tips on how to make it soar | The Conversation"},"content":{"rendered":"

A scientist with a fascinating story? Some tips on how to make it soar<\/a>: <\/p>\n

With the right skills, scientists can draw journalists like bees to honey.<\/span> Shutterstock<\/span><\/span><\/figcaption><\/figure>\n

It\u2019s hard to pin down what makes one press release, statement or event more newsworthy than the next. Journalists use differing sets of news values to decide whether they\u2019re interested in a specific story and must then convince their editors, whose titles face increasing competition in an information rich world.<\/p>\n

Scientists must remember this when they consider public engagement. These researchers may believe they know what science news matters most and should be communicated. Then they\u2019ll be dismayed at the muted media reaction to some news releases that they deem important \u2013 and equally surprised when a story they didn\u2019t consider \u201cbig news\u201d goes viral.<\/p>\n

Scientists, research organisations and society at large all benefit from fruitful interactions between scientists and journalists. My own research has showed that scientists are motivated to work with the media once they experience a mutually beneficial relationship and some of the benefits of public engagement. But when an interview goes wrong or research is presented incorrectly they may shy away from future media interactions. <\/p>\n

So, is there an art \u2013 or a science \u2013 to figuring out what stories will soar from the lab to the front page? Here are some ideas and lessons drawn from a story that soared: a curious tale of honey fraud that captured media imaginations and left researchers with the sweet aftertaste of success.<\/p>\n

A honey trap of a story<\/h2>\n

In early March 2017 Stellenbosch University issued a press release about a group of its researchers who developed a method to detect whether honey fraud is a problem in South Africa. This method can test whether local honey has been diluted with sugar syrup or mixed with cheaper imported honey.<\/p>\n

Food science researcher Professor Marena Manley was a member of the group. For days after the press release, her phone didn\u2019t stop ringing. But most journalists weren\u2019t asking about the method. They were more interested in the scale of honey fraud in South Africa. She was also contacted by members of the food industry and members of the public who wanted to send in samples for testing.<\/p>\n

\u201cI was basically on the phone for three days doing radio interviews and answering questions from print journalists, journal editors, producers and industry looking for more detail,\u201d Professor Manley told me. \u201cI even spoke to the BBC.\u201d<\/p>\n

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Professor Marena Manley (left) is interviewed by radio journalist Anita Visser during the Woordfees 2017 in Stellenbosch.<\/span> Stellenbosch University<\/span><\/span> <\/figcaption><\/figure>\n

Judging the story from the point of view of news values in science, it\u2019s clear that a combination of the terms \u201cfood\u201d and \u201cfraud\u201d in one story is likely to elicit a strong reaction. People care deeply about what they eat. They hate the idea of being misled by the industry and conned by incorrectly labelled food products. <\/p>\n

\u201cAs researchers we often investigate issues from a purely academic perspective, but we should remember that the industry and public want real life answers and solutions \u2013 especially when the integrity and safety of food is at risk,\u201d Manley said.<\/p>\n

Very few South Africans will have forgotten the meat scandal of 2013 which followed another piece of Stellenbosch University research and revealed the extent of fraudulent food labelling. This followed shortly on the heels of a similar horse meat furore in the UK.<\/p>\n

There have also been food fraud controversies related to research about the quality and origin of olive oil and the mislabeling of fish products.<\/p>\n

Hitting the headlines<\/h2>\n

Of course, not all scientific research centres on food or food fraud. Other stories from South Africa that have made global headlines in recent years include the discovery of a new species of human ancestor; the first successful human penis transplant and findings about declining numbers of great white sharks. These stories made front page news because they tap into our curiosity about human origins, our fascination with unusual medical advances and our concerns about losing iconic wildlife species.<\/p>\n

But Professor Manley\u2019s experiences offer several lessons to scientists across the board. Her advice \u2013 which echoes that offered by leading science communication experts \u2013 includes:<\/p>\n