A reporter's advice to medical researchers.

In my three decades with the Associated Press, I interviewed thousands of physicians and scientists. Most were gracious and generous with their time. But occasionally, I felt like an attorney taking a deposition from a reluctant witness. And who could fault their lack of enthusiasm? I like to think that reporters are not especially unpleasant to deal with, although their need to work quickly, often against ridiculous deadlines, can make them seem pushy and impatient. No, what makes the media truly scary for many medical researchers is the lack of control they feel over the finished product. They worry that reporters will jumble the details of their research or overstate its significance. So they try to avoid this outcome by saying as little as possible. Not a good strategy, in my experience. Reporters want to get the story right. When they fail, it is often because they misunderstand what is said to them. Questions are imprecise; answers are unclear. And what should have been spelled out clearly is never said at all. Scientists can go far toward assuring the accuracy of the news reports about them by spending some time ahead of the interviews planning what they will say. My advice comes down to this: Speak plainly. Be modest. No matter how erudite the reporter, use jargon-free English as much as possible. Naturally, many scientists feel most comfortable in the precise vernacular of their field. But one of a reporter’s functions is translating that technical language into the kind of words ordinary people use. By speaking plainly, scientists help guarantee the reporter understands the work and makes the translation accurately. This means more than substituting common words for technical ones, such as saying ‘‘spreading’’ instead of ‘‘metastatic.’’ Researchers should be especially wary of otherwise ordinary words that have unique meanings in science. For instance, a result that is statistically ‘‘significant’’ may be utterly insignificant in the usual sense of the word. One science writer early in his career was flummoxed by a doctor’s description of a pharmaceutical study. The specialist explained that his team planned to inject drug A in one arm and drug B in the other. The puzzled writer quite reasonably asked, ‘‘If you inject everybody with both drugs, one in one arm and one in the other, how will you tell which drug made them better?’’ That was how he learned what ‘‘arm’’ means in a drug trial. But what if he had not asked? Just as important, researchers should resist the temptation to inflate the significance of what they have done. One of the media’s shortcomings in covering medicine in general, and cancer in particular, is an unfailing desire to offer hope, whether it is justified or not. Reporters instinctively push scientists to make the strongest positive statement about their work, because that makes the most compelling story. Scientists need not play along. But often they do, implying that no matter how obscure or preliminary their results, they will lead someday to important new medicines. A better answer is the honest one: You simply do not know where this work will lead. Many more steps lie ahead. Chances are great that it will never pay off in better patient care, as much as you hope otherwise. Scientists can also improve the quality of their news coverage by keeping these points in mind: