Many people don’t like journalists.
They think they prey on vulnerable people, would sell out their granny for a front page story and twist the truth to meet their editor’s brief.
A journalist myself, I’ve learnt from experience that there’s a lot of truth in these accusations. It’s mostly why I moved into charity communications.
Doctor and author Ben Goldacre is most definitely not a hack fan.
In his ‘Guardian’ column he regularly takes journalists’ stories apart to expose poor journalism based on bad interpretations of science.
He’s written a bestselling book, ‘Bad Science’, which I’ve just finished reading. It “slams” as the media would say scaremongering journalists who misuse science.
“People who run the media are humanities graduates with little understanding of science, who wear their ignorance as a badge of honour,” says Goldacre in ‘Bad Science’.
Ouch. But, again, I think he’s half-right.
Goldacre’s smugness aside, ‘Bad Science’ is a thoroughly entertaining read and I’d say everyone working in charity communications should give it a go.
Why? Well, here are five things I think charity communicators can take from Goldacre’s book:
Five ‘Bad Science’ lessons for charity communicators
1. Journalists are busy people
“You can read press releases on the internet, without paying for them in newsagents,” writes Goldacre. So many of my journalist friends are working 14-hour days in busy news rooms doing the job of two people because of redundancies and job cuts. A well-written press release is like gold dust, saving them time and stress. All they need to do is re-angle the first couple of paragraphs and that’s one story less for them to write. As a charity communicator, that means that if you TARGET well-written, key message-laced press releases to the right publication, you’re likely to get media coverage.
2. There’s a difference between dumbing down and plain English
“All stories involving science must be dumbed down, in a desperate bid to seduce and engage the ignorant,” Goldacre laments. His point is that the public deserve to know the truth about science which, when explained well, isn’t actually very complicated. A good writer should be able to explain anything in simple terms so that everyone can understand what is meant. Litter your charity publication with acronyms and you’ll alienate audiences. Pepper it with jargon and people will turn off. Explain these away and you’re more likely to engage donors and supporters.
3. The media write about new stuff
This is unfortunate for science because, as Goldacre says, not all scientific research that should be given media coverage reveals new things. But it’s something for charity communicators to bear in mind when targeting the press. When you’re writing news stories or a press release, work out exactly what you’re trying to say your key message before starting to write. Remember, your reader doesn’t care about reports, how research was carried out, where funding came from or even who did it: showing the change you have made is more important, that’s the something new.
4. Accuracy is paramount
The whole premise of Goldacre’s book is that much of what is written about science is not accurate and that can have catastrophic consequences it can cost lives. No doubt about it, inaccurate information in your charity communications can damage your charity, and therefore the people or cause you support. If you interview a case study and misrepresent them, it can affect their lives. Not subbing or properly proofing your work will mean errors creep in and these mistakes can undermine the integrity of your organisation.
5. Statements should be backed up with evidence
“The biggest problem with science stories is that they routinely contain no scientific evidence at all,” says Goldacre. The biggest problem with charity publications, annual reports especially, is that they do not demonstrate IMPACT. The impact you have, the difference made, the target achieved, should always be your angle. How people’s lives change because of the work you do is far more important than the fact that you’ve just employed a new fundraising manager or moved offices.
