A press-officer friend recently asked me for pointers on how he could help journalists cover the research institute he now works at better. My response follows:
Avoid the traditional press release format and use something like Axios’s. answer the key questions, nothing more. No self-respecting organisation is going to want to republish press releases. This way also saves you time.
Make scientists from within the institute, especially women, members of minority groups and postdocs, available for comment – whether on their own research or on work by others. This means keeping them available (at certain times if need be) and displaying their contact information.
If you’re going to publish blogs, it would be great if they’re on a CC BY or BY-SA (or even something a little more restrictive like CC BY NC ND) license so that interested news organisations can republish them. If you’re using the ND license, please ensure the copy is clear.
Pictures are often an issue. If you could take some nice pics on your phone and post them on, say, the CC library on Flickr, that would be great. These can be pics of the institute, instruments, labs, important people, events, etc.
If you have inputs/comments for my friend and subscribe to this blog, simply reply to the email in your inbox containing this post and you’ll reach me.
It may not seem like a big deal, and the sort of thing that happens often at Times of India. After ISRO “successfully” tested its scramjet engine in what seem like the early hours of August 28, Times of India published a story announcing the development. And for the story, the lead image was that of a Chinese rocket. No biggie, right? I mean, copy-editors AFAIK are given instructions to not reuse images, and in this case all the reader needed to be shown was a representative image of a rocket taking off.
But if you looked intently, it is a biggie. I’m guessing Times of India used that image because it had run out of ISRO images to use, or even reuse. In the four days preceding the scramjet engine test, ISRO’s Twitter timeline was empty and no press releases had been issued. All that was known was that a test was going to happen. In fact, even the details of the test turned out to be different: ISRO had originally suggested that the scramjet engine would be fired at an altitude of around 70 km; sometime after, it seems this parameter had been changed to 20 km. The test also happened at 6 am, which nobody knew was going to be the case (and which is hardly the sort of thing ISRO could decide at the last minute).
Even ahead of – and during – the previous RLV-related test conducted on May 23, ISRO was silent on all of the details. What was known emerged from two sources: K. Sivan from the Vikram Sarabhai Space Centre in Thiruvananthapuram and news agencies like PTI and IANS. The organisation itself did nothing in its official capacity to publicly qualify the test. Some people I spoke to today mentioned that this may not have been something ISRO considered worth highlighting to the media. I mean, no one is expecting this test to be sensational; it’s already been established that the four major RLV tests are all about making measurements, and the scram test isn’t even one of them. If this is really why ISRO chooses to be quiet, then it is simply misunderstanding the media’s role and responsibility.
From my PoV, there are two issues at work here. First, ISRO has no incentive to speak to the media. Second, strategic interests are involved in ISRO’s developing a reusable launch vehicle. Both together keep the organisation immune to the consequences of zero public outreach. Unlike NASA, whose media machine is one of the best on the planet but which also banks on public support to secure federal funding, ISRO does not have to campaign for its money nor does it have to be publicly accountable. Effectively, it is non-consultative in many ways and not compelled to engage in conversations. This is still okay. My problem is that ISRO is also caged as a result, the prime-mover of our space programme taken hostage by a system that lets ISRO work in the environment that it does instead of – as I get often get the impression from speaking to people who have worked with it – being much more.
In the case of the first RLV test (the one on May 23), photos emerged a couple days after the test had concluded while there was no announcement, tweet or release issued before; it even took a while to ascertain its success. In fact, after the test, Sivan had told Zee News that there may have been a flaw in one of ISRO’s calculations but the statement was not followed up. I’m also told now that today’s scram test was something ISRO was happy with and that the official announcement will happen soon. These efforts, and this communication, even if made privately, are appreciated but it’s not all that could have been done. One of the many consequences of this silence is that a copy-editor at Times of India has to work with very little to publish something worth printing. And then get ridiculed for it.