mT eT ala One of the major problems for scientists lies in communicating the value of research to the people that matter: policymakers and the general public. In recent years, scientific organisations have come a long way in developing ways to make science more accessible to non-specialist groups. Universities and research institutes now employ press officers to create user-friendly press releases which are intended to communicate new developments effectively, without hype or exaggerated claims. These Professionals are able to target specific audiences, and estimate the best time for releasing information to them. They are careful to avoid over-selling a product and make Sure thatthe press release includes information about risk swell asthe Limitations ofa particular study, Occasionally cientists may address an audience directly to lend weight ° @ Campaign or initiative, but the press officer will 238@S* whether the product will benefit from this or not, The development of blo, bringing science closer Wikipedia, the Sciences; 37th among the most at 5 has helped substan to the public. According te ep ein now dg uthoritative blogs worn with two of is scton having won weblog see 2008 the network launched a Gemanangen teas 2 and the following year saw the intoduction a Soy Bra. Released fom editralrsticton, sata Mees generally focus on areas of science that they go pasionata and knowledgeable about. They cen nt abot scence in an accesible Gvely maney andite meg petans mos attracts member of the pate tame ot Ertl Rocket Science, for instances ined thy wites enthusiasm and down-to-earth attitude tons subject. Hs chat, youthful tye appeals tas wie ne of readers, whereas a formal, two-page aie scenes journal might be neglected, Television has also boosted the image of science. Early pioneers such as Jacques Cousteau, whose beautifully filmed documentaries opened up the oceans to millions, quickly realised the potential of TV to make science come alive for viewers. Other science disiptnes have eagerly followed suit. Entertaining presenters cany out daring experiments or explore amazing scientific phenomena ‘in order to attract attention. High-profile personalities ‘such as Brian Cox, once famous for playing music in D:Ream, have also been instrumental in bringing science into the realm of popular culture. Now working inthe field of physics, Brian is presenter of the BBC TV series Wonders of the Solar System. His background means that his face is not only well known to younger viewers but is also deemed cool. Other organisations have been utilising the power of visual media Via the internet. For example, SciVee offers scientists video services to create online presentations of their research, Nevertheless, despite this progress, communication emains one of science’s biggest stumbling blocks. A tendency towards a more old-fashioned academic @pproach means that scientists often underestimate the importance of becoming media-sawvy, leaving them wulnerable to missing out on public and financial support for eit research. Perhaps it is time that universities addressed this problem, and thought about adding communications aining to the curriculum. ¢ PYeSs officer: someone employed to give advice on how to eal with the Scanned with CamScannerREADING Quickly read the article opposite. What is the main topic of each of the paragraphs 1-5? Choose five of the ideas in the box. an idea for the future an outline of the issue an unsolvable problem media relations online coverage visual media worldwide publicity 2 Complete the summary of the article with one or two words in each gap. You may need to use different forms of words or phrases that appear in the text. According to the writer, effective 4m iS essential if scientists want to gain support for their research. There are several ways in which this goal is being pursued. PR experts ® .. by numerous scientific organisations to promote and disseminate research, Some scientists write » i often distinguished by their ¢ .. and accessibility. Science programmes on TV have also boosted the subject's image. Presenters such as Brian Cox, formerly a 5 now a oe have also helped make science seem geeky. Thanks to companies such as Scivee, scientists can also present their research online in & A Some scientists still need to work on improving their media image. The writer suggests that young scientists should be ® in effective communication skills while they are still 3. Choose the correct words. 1 Press officers help scientists present / show their research to the public. 2. Scientific documentaries can create / inspire young people to become scientists. 3 Using the latest technology, scientists estimate / guess the age of the skeleton to be approximately 10,000 years old. 4. Colourful visual images sense / stimulate interest and make the topic more appealing, 5. Scientists usually give / release information to the public after extensive research. 6 An official visited the research institute to assess / check its funding requirements. Scanned with CamScanner