Robert Dawson from Cancer Research UK explains how they deliver engaging but accurate content based on their research.

Robert Dawson, communications manager at Cancer Research UK, was one of four speakers on the careers in science communication panel at the 2015 London Naturejobs Career Expo.

Media outlets are giving information in a variety of ways, whether in list formats like those on Buzzfeed, or long feature articles.

But often, with the shorter, and often faster production times of the content, the science can be misleading and incorrect. So, Cancer Research UK works with organisations to do myth-busting: where the media has misrepresented science and needs correcting. The NHS has a section on their website called Behind the Headlines, which does a similar thing.

His advice is to give the audience articles in the form that they want, whether in Facebook posts or Buzzfeed articles, but make sure that the content is accurate.

Further reading:

Science communication: Whose responsibility is it?

Science communication: Sculpting your role