The buck needs to stop somewhere

From Vox:

Academic press offices are known to overhype their own research. But the University of Maryland recently took this to appalling new heights — trumpeting an incredibly shoddy study on chocolate milk and concussions that happened to benefit a corporate partner.

Press offices get targeted when this sort of thing happens because they are a necessary link in the chain of hype.  On the other hand, unlike journalists and researchers, their job description doesn’t involve being skeptical about research.

For those who haven’t kept up with the story: the research is looking at chocolate milk produced by a sponsor of the study, compared to other sports drinks. The press release is based on preliminary unpublished data. The drink is fat-free, but contains as much sugar as Coca-Cola. And the press release also says

“There is nothing more important than protecting our student-athletes,” said Clayton Wilcox, superintendent of Washington County Public Schools. “Now that we understand the findings of this study, we are determined to provide Fifth Quarter Fresh to all of our athletes.”

which seems to have got ahead of the evidence rather.

This is exactly the sort of story that’s very unlikely to be the press office’s fault. Either the researchers or someone in management at the university must have decided to put out a press release on preliminary data and to push the product to the local school district. Presumably it was the same people who decided to do a press release on preliminary data from an earlier study in May — data that are still unpublished.

In this example the journalists have done fairly well: Google News shows that coverage of the chocolate milk brand is almost entirely negative.  More generally, though, there’s the problem that academics aren’t always responsible for how their research is spun, and as a result they always have an excuse.

A step in the right direction would be to have all research press releases explicitly endorsed by someone. If that person is a responsible member of the research team, you know who to blame. If it’s just a publicist, well, that tells you something too.