Communicating science: press releases at EHP

Identifying stakeholder preferences for communicating impact from medical research: a mixed methods study

BACKGROUND

Documentation of research outcomes using impact case studies (ICS) is increasingly required to demonstrate the wider societal benefits of research. However, there is limited evidence of the best way to communicate research outcomes using ICS, especially when highlighting research impact that is not part of a research assessment programme. This study aims, for the first time, to analyse expectations, and methods of communicating impact from medical research across a varied set of stakeholders relevant to the Medical Research Council (MRC).

METHODS

Impact narratives about outcomes and impact from MRC research were evaluated using an online survey and in depth semi-structured interviews. Participants were recruited from internal MRC databases and included early career and senior management academics as well as representatives from industry, healthcare, charities, and the government. Informed consent was gained prior to data collection and the study was approved by the university's research ethics committee. Qualitative and quantitative analysis determined stakeholder preferences for ICS content, language and presentation as well as capturing themes and perspectives on the concept of research impact.

RESULTS

193 participants responded to the online survey exploring definitions of impact and methods of communicating medical research outcomes. The work uncovered expectations of improved health and wellbeing as well as knowledge generation via publications and citations. In depth interviews with sixteen participants demonstrated preferences for clear, easy to read content that focused on facts and evidence and avoided both academic and hyperbolic language. Emergent themes from this work revealed that ICS need to quickly capture imagination and grab attention, while the views and expectations are quite different to press releases and are audience specific.

CONCLUSIONS

The content of ICS often focuses on non-academic impacts; however this work highlighted that evidence of academic impacts were outcomes highly valued by stakeholders relevant to the MRC. This work examined a new typology of ICS attributes, which emphasised that the language and presentation of impact narratives can influence the perception of research outcomes, providing useful information for individuals and organisations using ICS to showcase their research. It also shows that if ICS attempt to communicate challenges and issues around achieving impact from research, they may be more credible and useful to their intended audience.

Misrepresentation of mild traumatic brain injury research in press releases

BACKGROUND

Press releases from academic medical centers often form the basis for health and science news stories. Press release coverage of mild traumatic brain injury (mTBI) research has not been formally appraised in the literature.

OBJECTIVE

To perform a systematic content analysis of mTBI-based press releases.

DESIGN

Retrospective database study.

SETTING

EurekAlert! (eurekalert.org), the main distribution engine for scientific press releases.

PARTICIPANTS

Press releases indexed between January 1, 2012 and December 31, 2019 containing a minimum of 150 words.

INTERVENTIONS

Preestablished, investigator-generated criteria delineating aspects of misinformation.

MAIN OUTCOME MEASUREMENTS

Press releases were evaluated for manifestations of "spin," including misleading title, misleading reporting, misleading claims, and inappropriate extrapolation.

RESULTS

Our database search yielded 125 entries within the specified time period. Of these, 66 met inclusion criteria. Fifty-five of 66 (83%) press releases exhibited at least one manifestation of spin. We identified 38 (58%) with misleading titles, 49 (74%) with misleading reporting, 44 (67%) with misleading claims, and 38 (58%) with inappropriate extrapolation.

CONCLUSIONS

Our analysis revealed a high degree of spin in recent press releases dedicated to mTBI research. The reports often overstated the strengths and practical impact of the study, publicize substandard research without clinical relevance, while downplaying or failing to report limitations and caveats. Misrepresentation in press releases can affect real-life medical decisions and outcomes.

Zika pandemic online trends, incidence and health risk communication: a time trend study

Objectives

We aimed to describe the online search trends of Zika and examine their association with Zika incidence, assess the content of Zika-related press releases issued by leading health authorities and examine the association between online trends and press release timing.

Design

Using Google Trends, the 1 May 2015 to 30 May 2016 online trends of Zika and associated search terms were studied globally and in the five countries with the highest numbers of suspected cases. Correlations were then examined between online trends and Zika incidence in these countries. All Zika-related press releases issued by WHO/Pan America Health Organization (PAHO) and Centers for Disease Control and Prevention (CDC) during the study period were assessed for transparency, uncertainty and audience segmentation. Witte's Extended Parallel Process Model was applied to assess self-efficacy, response efficacy, susceptibility and severity. AutoRegressive Integrated Moving Average with an eXogenous predictor variable (ARIMAX) (p,d,q) regression modelling was used to quantify the association between online trends and the timing of press releases.

Results

Globally, Zika online search trends were low until the beginning of 2016, when interest rose steeply. Strong correlations (r=0.748–0.922; p<0.001) were observed between online trends and the number of suspected Zika cases in four of the five countries studied. Compared with press releases issued by WHO/PAHO, CDC press releases were significantly more likely to provide contact details and links to other resources, include figures/graphs, be risk-advisory in nature and be more readable and briefer. ARIMAX modelling results indicate that online trends preceded by 1 week press releases by WHO (stationary-R²=0.345; p<0.001) and CDC (stationary-R²=0.318; p=0.014).

Conclusions

These results suggest that online trends can aid in pandemic surveillance. Identification of shortcomings in the content and timing of Zika press releases can help guide health communication efforts in the current pandemic and future public health emergencies.