LEVERAGING THE MEDIA AFTER A GLOBAL EVENT. RISKS VS REWARD IN A FURSTRATING MEDIUM

When the world was rocked by three Mega Thrust quakes in Indonesia, Chile and Japan; the world was engaged in an unprecedented way through the media. Millions of minutes of coverage were broadcast, countless stories were printed in magazines, newspapers and the internet. Some of the coverage was excellent, some wasn't.

In the days after a major natural disaster the media wants context and scientists who have been working to tell their story to policy makers have an opportunity. How can science provide the information, and use the opportunity to drive public debate, and policy around public safety? In a world where it is easier for political leaders to "kick the can down the road" for the next generation of politicians, how can science use the media to accelerate progress, and shape policy?

Is it worth the trouble of being misquoted, or information being mis-represented? What are the risks and and are they worth the benefits?

Mark Miller has been a broadcast science journalist for 25 years. Most of his work appears on Discovery Channel, Science Channel and National Geographic. His presentation will provide observations on why media fails to do a good job, and how science can use the media's failings to help drive a strong narrative that may help sway decision makers.