I was the Science/Technology reporter for my college newspaper (the USF Oracle). I got the job because Mass Comm, Journalism and other majors who normally populate University newsrooms haven’t a friggin’ clue about anything to do with math, science or technology (I was a third-year Civil Engineering undergrad.) I would read articles in the paper and fairly scream at the outright stupidity displayed in the writing. I approached the editor and faculty advisor with the proposal: give me press credentials and I will cover all the tech stories properly.
Many local newsmakers I covered had the attitude that if I was with the press, their work would be twisted and distorted into some hideous parody of the truth. They would frequently ask how I was going to “spin” their work. In too many cases, they had been subjected to this indignity by all the representatives of the local print and broadcast media.
In one case that stands out in my mind, there was a group of researchers who had gotten funding from the US EPA to determine 1. Whether unicellular organisms which died in the Gulf waters released their nuclear material intact into the environment, 2. If (1.), whether other organisms took up the released nuclear material and 3. Expressed the proteins encoded by the uptaken nuclear material. The point of the research was to understand a possible vector of mutations occuring in the natural environment. The answers were: 1. Yes 2. Yes and 3. Yes.
All of the major local media had covered the story—the Tampa Tribune, the St. Pete Times, the Tampa Bay Business Journal, several local news channels and a few cable news outlets. Without fail, they had all reported that the researchers were genetically modifying the nuclear material of living organisms and then releasing them into the environment, effectively creating a Frankenstein-Monster scenario in the Gulf of Mexico.
When I approached them for a story, they were exceedingly apprehensive about how I would handle their work. My response was, “You tell me what it is you are doing, and I will write that.” This was in stark contrast to nearly all the other reporters who had an agenda coming in, and only quoted what they needed to corroborate their pre-conceived ideas.
Many times, I would submit an article about some technology topic, and the editor would re-write it to say the exact opposite of what I had written. When I challenged her on this, the explanation was, “It reads better this way.” My counter was, “But your way is wrong! It is simply untrue.” When I was covering the launch of the Hubble Space Telescope in 1990 (I know, this really dates me) I had the opportunity to interview Garth Illingworth (the lead astronomer in charge of the HST project at Johns Hopkins University) about the HST, he gave me a very concise, lucid description of the project and why it was named for Edwin P. Hubble. My editor struck the entire quote because, “I don’t understand this.”
I covered an International Biotechnology Conference held in the Tampa area, hosted by the professor who headed the biology department at USF. This was a major event, with hundreds of representatives from academia and industry from around the world. I sat in on several presentations, interviewed many attendees, and took many pictures over the three days of the conference. I submitted a 1600-word article to the Oracle, and presented the Biology professor with a copy. My editor hacked it down to 500 words. The professor presented my article, which appeared as the cover story of the next month’s issue of the International Biotechnology Journal, unedited, with the pictures I took.
To the OP, it is usually not the scientists who are to blame for the outlandish hype that frequently gets reported in the media. From my experience dealing with a microcosm of the media at USF, the mindset of the people who control the levers of information does not allow them to appreciate the nuances of research. Their goal seems to be strictly sensationalism, even for a “free” publication like the Oracle.