Science Media Centre 2009 Annual Review

1. Annual Review 2009

2. The Science Media Centre (SMC) is an independent source of
expert comment and information for journalists covering science
and technology in New Zealand. Our aim is to promote accurate,
bias-free reporting on science and technology by helping the
media work more closely with the scientific community.
TVNZ – One News Publicaddress.net New Zealand Herald
Garth Bray, 19 august 2009 russell Brown, 2 June 2009 Jarrod Booker, 15 september 2009
Gardasil backed Swine flu, terror ‘Water footprint’ as pressing
despite side-effects and Susan Boyle as carbon dioxide emissions

3. Update from the SMC Manager
If recession, job losses, business we worked on all of the stories mentioned one of the highlights of our first 18
closures and belt-tightening have above, but to do so, our tiny wellington- months of operation has been working
defined the last year, it has also been based team had to first gain the trust of with the more established science Media
one where science-related issues the country’s scientists. In that endeavour, Centres in Britain and australia, who have
have kept an under-resourced media we have been successful, building a panel welcomed the new Zealand sMC with
extremely busy. of scientific advisors and collaborating open arms. next year will see other sMCs
there were the defining, long-running with experts from literally every research emerge in Canada and Japan and an
stories – the swine flu pandemic and institution in the country on hundreds increasingly powerful global network
the increasingly concerning updates of alerts, science backgrounders and that is committed to helping the media
from scientists on climate change. enquiries from journalists. without the generate accurate, unbiased coverage
support of these scientists, the sMC of science-related issues.
along the way, we also faced toxic
could not exist. the sMC has hit the ground running,
beaches, a revival of the 1080 debate,
polarising public health issues such as we held 25 online briefings for journalists but there is much work still to do to
the fortification of bread with folic acid covering subjects as diverse as dietary encourage the type of coverage of
and scientifically-based challenges to supplements and the water footprint of science society needs. we look forward
new Zealand’s export-orientated primary agriculture. we operate truly transparently to embracing this challenge in the years
sector and clean green image. – all of our briefings are posted on the to come.
It was in this environment that the web as podcasts, all of our alerts are
science Media Centre was born, by available for anyone to read.
necessity establishing itself rapidly we established sciblogs, the largest
to become a trusted, responsive science blog network in australasia, to
source of scientific information give scientists the opportunity to engage
serving 350 journalists. directly in science communication. Peter Griffin, sMC ManaGer p G
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4. www.newstalkzb.co.nz
newstalk ZB
MIke hoskInG, 19 March 2009
ANDRILL
– Drilling back in time
In March, a team of scientists
working on the antarctic Geological
drilling programme published new
findings in Nature suggesting that
even a slight rise in atmospheric
carbon dioxide concentrations affects
the stability of the west antarctic
Ice sheet where the andrIll
core samples were taken.
the sMC held a briefing involving
andrIll scientists from Victoria
university and Gns science,
attracting reporters from as far away
as washington d.C. It remains
the sMC’s most successful
briefing to date.

5. Working with journalists
New Zealand has very few science the diversity of the audience
journalists, so the SMC mainly the sMC deals with means each One of the biggest challenges a journalist
deals with general reporters query is unique. the needs of faces – particularly one just starting out – is
keen to get their teeth into the journalists vary greatly, whether finding people to go to for reliable, honest
science-related issue of the day. they are working in print or tV, radio and straightforward opinions. So thank God
or online. But no matter what the for the SMC – any time I’ve needed to find
our media database, therefore,
nature of the query is, journalists informed people, I’ve been able to turn to the
is incredibly diverse – with 350
come to the sMC for fast access SMC team and know that whoever they point
journalists signed up to receive our
to unbiased, factual information and me towards will not only know what they are
sMC alerts and 150 registered to
expert contacts who can be relied talking about but will be an asset to my story.
receive our weekly research radar,
which features embargoed research on to deliver useful and accurate Imogen Neale reporter
papakura Courier
due to be published in the top information.
scientific journals. the sMC, in conjunction with
a media query can be as simple as Meltwater news, tracks media
a reporter seeking out the contact coverage of science-related issues
The Science Media Centre is a great
details of an expert or as complex as on a month-by-month basis, creating
organisation; they provide up-to-the-minute
helping a media organisation assemble the first set of analytics focused on news on developments in the world of science
its annual list of the best scientists science coverage. these statistics and technology and offer in-depth analysis
in the country. no query is too trivial (see pages 6 and 7) are published on that is easy to follow and comprehend.
or too complicated for us to tackle. the science Media Centre website.
Hamish Fletcher presenter
the wire, bFM
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6. Working with scientists
The work of the SMC would not In its short life, the sMC has
be possible without the support developed what may well be the most In planning coverage of BioED, we were
of the country’s scientists who comprehensive database of scientific helped greatly through the services of
devote time and energy to contacts in the country, a resource the Science Media Centre, not only for
contribute to our SMC alerts and the media is constantly drawing on. introductions to media outlets, but also for
background briefings and who assistance in developing the media plan that
early on, the sMC identified a desire
agree to front up to the media – was used for the conference. please pass
among scientists to brush up on
usually at short notice. on my gratitude to the rest of your staff for
their science communication skills.
a job well done.
the sMC has forged lasting as a result, the sMC has conducted
relationships with scientists across seminars for established and emerging Professor Peter Lockhart allan wIlson Centre
Massey university
the CrIs, universities and private scientists and research managers
research organisations and across around the country, to give them
all fields of science. aiding this has fresh ideas and skills to employ when
been our science advisory panel, dealing with the media.
a group of 30 scientists who advise For the last two years, the sMC
the sMC on their areas of expertise has overseen the judging of the
and who are surveyed monthly for new Zealand association of
their views on coverage of science scientists’ science Communicator
in the media. award, which was won this year by
professor Ian shaw of the university
of Canterbury. scientists and journalists at an sMC briefing in wellington
held in conjunction with unesCo and sustainability aotearoa
new Zealand CredIT nakedize
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7. The next generation
New Zealand needs to nurture In July, the sMC participated in
not only the next generation a roadshow undertaken by the From the perspective of a journalism educator,
of scientists, but the fledgling Foundation for research, science it is invaluable to have peter Griffin’s input as a
journalists who will help improve and technology, the royal society science communicator and a former journalist.
the public’s understanding of of new Zealand and Immigration He sparked our students’ interest in a workshop
science through reporting on new Zealand, reaching hundreds of he gave at the Broadcasting School, and they
science-related issues. young scientists and teaching them will continue to work with the SMC as they
basic skills in science communication. hone their journalism skills.
as such, the sMC devotes
considerable resources to working In conjunction with the sMC, the Jos Darling JournalIsM tutor
new Zealand Broadcasting school
with emerging scientists and also Journalists training organisation
with journalism schools. is contributing towards a workplace
training module for journalists that
the sMC receives a large number Undertaking work experience at the Science
will cover the basics of science
of media enquiries from student Media Centre gave me a behind-the-scenes
reporting – everything from
journalists representing the likes look at how science stories come together and
explaining the peer-review process
of Te Waha Nui, aut’s student allowed me to work on topical issues like 1080
through to communicating risky
newspaper, and university of subjects in soundbites. the sMC
poisoning. As someone interested in pursuing
auckland radio station bFM. a career in science communication, my
intern programme saw students from
connection with the SMC has been invaluable,
throughout the year, sMC staff have Massey university and the Malaghan
both in terms of the journalism I have
held workshops and given lectures Institute of Medical research
undertaken and in giving me an idea of what
on science communication issues at undertake work experience at the
makes for effective science communication.
institutions across the country. sMC during the year.
Motoko Kakubayashi
Graduate In physICs and JournalIsM
Massey university p G
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8. SMC at a glance
Media breakdown Progress so far – June 08 to June 09
Who uses the SMC? Some key statistics to show the extent of SMC activity in the last year.
920 QuerIes
1,250 storIes usInG
125
JournalIsts
sMC Gathered wIth reGIstered
reCeIVed
Content or aCCess to the sMC
FroM the MedIa
expert ContaCts resourCe lIBrary
SMC Media Tracker
Metatopics 1 June 2008 – 30 September 2009
1400
newspapers 27% technology
no. oF artICles Found VIa keywords
Magazines 24% 1200 science
research organisations*
radio 21% 1000
swine flu
television 17%
Technology
Climate change
Science 800
Research organisations*
agencies 05%
Swine flu
Climate change 600
Blogs/online 04%
400
200
0 * Mentions of all CoREs/
30-06-2008
07-07-2008
21-07-2008
04-08-2008
18-08-2008
01-09-2008
15-09-2008
29-09-2008
13-10-2008
27-10-2008
10-11-2008
24-11-2008
08-12-2008
22-12-2008
05-01-2009
19-01-2009
02-02-2009
16-02-2009
02-03-2009
16-03-2009
30-03-2009
13-04-2009
27-04-2009
11-05-2009
25-05-2009
08-06-2009
22-06-2009
06-07-2009
20-07-2009
03-08-2009
17-08-2009
31-08-2009
14-09-2009
28-09-2009
CRIs and universities
in conjunction with
keyword research
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5-2009
08-06-2009
22-06-20090 6
06-07-2009
20-07-2009
03-08-2009
17-08-2009
31-08-2009
14-09-2009
28-09-2009
12-10-2009 Source: Meltwater News

9. 360 JournalIsts
460
sCIentIFIC papers
43,210 sMC alert and
heads up
downloaded
wIth aCCess newsletter
FroM the sMC
to sMC alerts eMaIls sent
resourCe lIBrary
SMC Media Tracker Web traffic
Topics 1 June 2008 – 30 September 2009 Since 1 June 2008
400 emissions trading scheme
no. oF artICles Found VIa keywords
350 Immunisation
obesity
26,900
300
pastoral greenhouse gas
250
Genetic modification
unIQue weBsIte VIsIts
200 Methamphetamine
150
100
Biotechnology
48,300paGe VIews
50
0
30-06-2008
07-07-2008
21-07-2008
04-08-2008
18-08-2008
01-09-2008
15-09-2008
29-09-2008
13-10-2008
27-10-2008
10-11-2008
24-11-2008
08-12-2008
22-12-2008
05-01-2009
19-01-2009
02-02-2009
16-02-2009
02-03-2009
16-03-2009
30-03-2009
13-04-2009
27-04-2009
11-05-2009
25-05-2009
08-06-2009
22-06-2009
06-07-2009
20-07-2009
03-08-2009
17-08-2009
31-08-2009
14-09-2009
28-09-2009
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Source: Meltwater News 0 7

10. www.odt.co.nz
Otago Daily Times
NZPA, 28 July 2009
Tree planting urged
to mitigate emissions
when the government announced
its 2020 greenhouse gas emissions
reduction target in July, the sMC
teamed up with university of
Canterbury researchers associate
professor euan Mason and senior
lecturer david evison to examine
the role of forestry in cutting
emissions. the two academics
released the first significant study
looking at the treatment of forestry
under the revised emissions trading
scheme, and their work was widely
quoted in the media.

11. SMC alerts and backgrounders
The SMC alerts we issue are the sMC alerts and background fact
bread and butter of the Science sheets have covered everything from As a producer of a news and current
Media Centre. october’s tsunami in the samoan affairs radio show, I am always looking for
since our first release on climate islands and the prospects for relevant and interesting stories. The Science
change in July 2008, we have issued geoengineering schemes, through Media Centre is the go-to place to locate
350 alerts, quoting over 500 scientists to high-caffeine energy drinks and New Zealand’s best and relevant science
from new Zealand and abroad. the the hpV immunisation programme. media people. They also provide an excellent
alerts are press releases – but with email alert service highlighting topical science
our alerts on swine flu, folic acid
a difference. stories. The SMC has become my first port
fortification of bread, forestry’s
of call to locate the people I need. The team
they include explanatory quotes treatment under the emissions trading
appreciates the timeframe constraints under
from scientists on new research or scheme and ocean acidification have
which we work in the media and delivers
breaking news stories and serve as generated hundreds of media stories.
on every request. I’m positive their work
useful reference sheets for journalists
means more science stories appear in the
working on deadline.
>
mainstream media.
we do not attempt to spin the science,
just present as wide a range of Mark Wilson produCer
VIsIt the sMC weBsIte radio live
views as possible from scientists to VIew all past alerts:
on an issue. www.sciencemediacentre.co.nz
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12. Key briefings
Outside of the political and police and presentations are made available
reporting beats, press conferences in the sMC resource library for The SMC ran a very effective webcast for
in New Zealand are rare. download by registered journalists. two of our scientists who had a paper in the
Journalists are spread around the some of the briefings are time- journal Nature on Antarctic science. It was an
country and are under pressure to sensitive, focusing on new research interactive internet session with the scientists
produce stories to tight deadlines. running through the presentation and
about to be published or topical
journalists asking questions.
taking an hour out to attend a press science-related issues that are
conference, therefore, is a major already drawing the media’s attention John Callan CoMMunICatIons ManaGer
Gns science
undertaking for a time-poor journalist. but require closer investigation.
as such, when the sMC kicked off others are presented in the form of
its scientific briefings in late 2008, backgrounders for reporters, allowing
it decided to take advantage of the them to improve their knowledge
most efficient tool for bringing people of issues and make contacts in the
scientific community. The SMC updates are a great way to keep up
together – the internet. the ongoing
with current research, helpfully summarising
sMC online Briefing series allows Between 5 and 20 journalists
scientific journal articles that I might never
journalists to dial in from their desks generally take part in sMC online
have laid eyes on otherwise. Their ability to
to listen to scientists talk on topics in Briefings, which are developing as
quickly round up comments on breaking
their areas of expertise as they present a major driver of sMC-originated
stories is always handy for a busy journalist.
slide presentations via the web. stories appearing in the media. over
the next year, the sMC will increase Eloise Gibson enVIronMent reporter
the briefings are recorded and posted new Zealand herald
on the sMC website as podcasts, the frequency of its briefings, some
while associated research papers of which are held jointly with the
australian science Media Centre.
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13. Paracetamol and asthma Immunisation Methamphetamine
dr richard Beasley’s important research into new Zealand’s relatively low rate of Is banning pseudoephedrine in cold medicine
the link between paracetamol consumption immunisation among children was highlighted the answer to our methamphetamine
among young children and their risk of in unICeF’s State of the World’s Children problem? the sMC examined this issue in an
developing asthma as a result of such use report. the sMC explored some of the reasons online briefing bringing together some of the
received close attention when the findings for lingering resistance to immunisation in country’s top experts in methamphetamine
were featured in the lancet. the sMC helped a briefing involving immunisation experts use and manufacture and held the briefing to
coordinate local coverage of the research, dr nikki turner and professor Michael Baker. coincide with the release of Chief science
holding an online briefing with dr Beasley in advisor professor sir peter Gluckman’s report
ANDRILL findings
conjunction with the australian science to the prime Minister on the issue.
the sMC’s most successful briefing to
Media Centre. Coverage was featured around
date drew together scientists from Victoria Food miles
the world.
university and Gns science to discuss the contentious issue of food miles was
The bovine genome findings from the andrIll ice core drilling discussed in an sMC briefing featuring lincoln
when Science announced on its cover the project underway in antarctica. the briefing university’s professor Caroline saunders and
sequencing of the cow genome and the was attended by journalists as far away as John Ballingall of the new Zealand Institute
benefits already being realised from this sydney and washington d.C. of economic research. the briefing examined
long-running piece of research, the sMC new nZIer research quantifying the drop
Methane emissions
gathered together agresearch scientists who in Gdp new Zealand could experience if
new Zealand’s approach to tackling methane
had been involved in the project to take consumers in european markets decide
emissions from agriculture was in the
journalists through the details. subsequent to increasingly buy locally grown produce.
spotlight in a briefing held in partnership with
stories featured prominently in the agricultural
the pastoral Greenhouse Gas research
press and mainstream publications.
Consortium. the briefing is one of several the
sMC ran in the lead-up to the Copenhagen
climate negotiations.
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14. www.listener.co.nz
new Zealand listener
sarah Barnett, 27 June 2009
Swine flu – man v virus
From the moment the rangitoto
College students returned to
new Zealand with suspected cases
of the h1n1 virus, the sMC was
on the case, rounding up comment
from experts locally and drawing on
scientists from the sMC networks
in Britain and australia. swine
flu constituted the biggest single
story of the year in terms of media
enquiries to the sMC.

15. Sciblogs – Australasia’s largest science blogging network
12,000
In September, the Science Media the website, which also combines
Centre launched Sciblogs.co.nz, video and audio clips and social
a platform for scientists to write media tools, was developed to give
about their areas of expertise and scientists an opportunity to engage VIsItors per Month
receive feedback from readers. in science communication. It is a tool
for all scientists who want to hone
sciblogs has quickly become the
their skills in writing for a mainstream
sciblogs.co.nz
main online hub for discussion of
science-related issues in new Zealand. audience and is already giving dozens
It started with 25 scientists covering of scientists greater confidence in
everything from clinical health to engaging in explaining the big issues
climate change and has already related to their area of science.
expanded to cover areas as diverse sciblogs is also feeding mainstream
as forensics and future food science. media coverage of science, serving
as a valuable resource for journalists.
30
BloGGers
800
artICles posted
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16. Science Media Centre Advisory Board Staff Contact
the sMC is an independent Vincent Heeringa ChaIr Peter Griffin level 2
centre established by the royal publisher, hB Media Manager, science Media Centre 50 Manners st
society of new Zealand with Margaret Austin CnZM dacia Herbulock wellington 6014
funding from the Ministry of royal society Councillor senior Media advisor, science Media po Box 11113
research, science and technology. Centre
Professor Jean Fleming Manners st
It is overseen by a five-member professor of science Communications, Aimee Whitcroft wellington 6142
advisory board made up of university of otago Media advisor, science Media Centre
representatives from the media P 04 499 5476
Anthony Scott E smc@sciencemediacentre.co.nz
and science and draws on the Chief executive, science new Zealand
expertise of 30 scientists through T twitter.com/smcnz
its science advisory panel. the Clive Lind
editorial development Manager,
sMC maintains one of the largest Fairfax Media
and most comprehensive expert
databases of scientific contacts
in the country.