5th World Conference of Science Journalists

PRODUCER: Melissa Trudinger

CHAIR: Alan Finkel

SPEAKERS: Rebecca Wilson, Clive Cookson, Simon Grose

SESSION REPORT: Let the buyer beware, let the consumer be wary

By Catherine Beehag

The divide between reporting science and reporting about technology-based businesses, was the focus of the discussion forum chaired by Dr Allan Finkel entrepreuner and executive publisher of Luna media.

Panellists included Clive Cookson, science editor of the Financial Times; Rebecca Wilson, consultant to the private and public sector at Buchan Communications; David Blake, publisher of Bioshares (a weekly biotech stock report); and Simon Grose, freelance writer/editor for the S&T and ICT sectors.

Science-based business, particularly private and public biotech companies, often produce media releases in quantity rather than quality, says Cookson. Journalists at this discussion raised the point that reporting within tight deadlines and embargos makes it difficult to fully investigate the credibility of company claims, risking public embarrassment and story inaccuracies.

Cookson said it’s important to put the science in media releases into context and to put a dollar figure on the updates.

Journalists must “explain the science and not mislead the public” Wilson said.

Blake claimed he loved how electronic media has opened pathways and communication avenues meaning journalists are “no longer restrained by one source.” This improves credibility to those who use it. He also mentioned that Australians love magazines and there are plenty out there which cover everyone’s interests.

Grose highlighted the need for journalists to check on what is produced in media releases. For example, he warned against reporting on living cell technologies when the technology was not ready to be used on human trials.

He said the proverb, “Let the buyer beware, let the consumer be wary” should still be used.