Can researchers and journalists find a common language?
The journalism and research communities have long had an uneasy relationship. The former is criticised for exaggerating research findings based on a small amount of data while important science and research developments fall far from view. Media houses argue that research findings lack news value and are not packaged correctly. Academics charge that journalists are only interested in shiny bright objects.
It begs the question: Where and how does quality social science research on children fit in today's competitive and chaotic news landscape? Or viewed from the other end of the spectrum: What is news media's role in promoting quality research? Packaging important yet highly contextual, often incremental advances in knowledge for the world's media powerhouses is no easy task, especially in the current media landscape, where facts and alternative facts are seemingly put forward on an equal footing.
Traditionally, journalism is concerned with the reporting of new or fresh information on matters of public interest, relayed accurately, speedily and impartially. However, the news industry requires editors to switch from one story to the next at a rapid pace, depending on the issues of the day. In the scientific community, the most 'newsworthy' events arise after research findings are repeatedly validated through independent replication.
Well-crafted social science research does, however, make the headlines. UNICEF's most recent Innocenti Report Card, published in 2016, shone a bright light on inequality among the most disadvantaged children in high-income countries. Report Card made international headlines, but did that result only because of the sensation created by UNICEF turning its gaze toward children in the wealthiest countries?
Another important piece of research on children didn't fare so well.
These findings could potentially help educators in many countries understand that far from helping students, beatings actually retard student achievement.In 2015 UNICEF Innocenti in collaboration with Oxford's Young Lives longitudinal study published a research discussion paper on the effect of corporal punishment on children's educational progress. Up to 12,000 children were profiled in Ethiopia, India, Peru and Viet Nam for the study, marking a significant piece of research.Between 50-90 per cent of children, depending on the country, had witnessed corporal punishment being carried out in schools. Most importantly, students who were physically punished by teachers at age eight showed decreased achievement in studies at age 12, compared with students who were not beaten. This is important evidence of how beatings by teachers undermine long-term learning.
- Become familiar with the day-to-day challenges and pressures of news reporting in today's world.
- Become active on social media. This is where the media community gathers and provides a direct line of communication with them.
- Start blogging to widen your circles and instantly connect with important streams of discourse anywhere in the world.
- Be a thoughtful consumer of news and blogs and identify/follow those who understand data and science.
- Practice translating your research into common language and craft a short pitch, if possible including the scale of potential impact on populations.
- Explain how your research relates to the prominent issues of the day and present your findings concisely. Practice breaking the research down into a few key sentences.
- Reach out to specific journalists by name, not to media organisations, preferably by phone or direct message or social media messaging. Have your pitch ready to go.
- Seek to build long term relations with the media based on trust and respect.
- Research findings may not have the same news value as other stories and they are not to be treated as breaking news stories. Take your time in identifying which media outlets are best suited for the research and how you will structure your pitch.
- Treat any outreach from the research world as a potentially high value news source. Bona fide social scientists are uncovering evidence to reveal something previously unknown or poorly understood.
- Researchers are often deeply absorbed in their data and not always adept at making it understood to everyone. Spend a bit more time than usual and work with them to understand their pitch.
- Understand the difference between single journal articles and systematic reviews of evidence, especially those using meta-analysis of research literature.
- Look for research that employs randomized control trials, a robust method of defining impact.
- Before deciding that a particular research story has limited news value make sure you understand its place among a body of evidence.
- A single research study rarely proves causation: ("Coffee causes cancer!") Learn how and when to apply the terms: "associated," "correlated" and "caused" in reporting.
- Where necessary explain that findings are preliminary, need validation/replication or add weight to a developing body of evidence.