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Altered priorities ahead; or how to develop fruitfulrelationships with the media

机译:未来改变优先事项;或者如何与媒体开发Firsfulrelationship

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This paper examines the conflict between scientists' usual conception of the media and the reality of working successfully with them when transmitting research findings. It suggests that if scientists rid themselves of some common misconceptions, they can begin to engage more effectively with the news media. By always bearing in mind two crucial facts (that the news media are not going to change the way they work to please scientists, and that they should be approached as a branch of the entertainment industry) all subsequent decisions and behaviours on the part of scientists and their companies or institutions will be more likely to be blessed with success. It concludes by reporting some case histories, as worked examples of how scientific institutions can promote themselves through their research by harnessing the potent power of enlightened self-interest.
机译:本文探讨了科学家们平常概念与传播研究结果时成功工作的现实之间的冲突。它表明,如果科学家们摆脱了一些常见的误解,他们可以开始更有效地与新闻媒体更有效地参与。通过始终牢记两个关键的事实(新闻媒体不会改变他们努力取悦科学家的方式,并且他们应该被视为娱乐业的一个分支)科学家们的所有后续决策和行为。他们的公司或机构更有可能得到成功的祝福。它通过报告某种案例历史来结束,作为科学机构如何通过利用启发自身利益的有效力量来通过研究促进自己的促进自己的案例。

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