Wednesday, March 13, 2013
PR practitioners know from their first days in the business never to get ahead of facts, particularly in a crisis. Scientists learn the same lesson when announcing discoveries. That is why this come-down for Russian biologists is so embarrassing. Some one jumped the gun, ignored peer review and leaked the news. Now the Russian team has a major challenge -- how to substantiate that anything was in Lake Vostok below the massive ice shield. Since their first report was discredited, their subsequent reports will be combed for discrepancies. They won't get a break.