Cosmologists are annoyed at a recent spate of news articles claiming the universe is 26.7 billion years old (rather than 13.8 billion as based on the current best measurements). To some of the science-reading public, the news sounds like a confirmation of hints they’d already heard: about an ancient “Methuselah” star that seemed to be older than the universe (later estimates put it younger), and recent observations from the James Webb Space Telescope of early galaxies that look older than they ought.

“The news doesn’t come from a telescope, though, or a new observation of the sky. Instead, it comes from this press release from the University of Ottawa: “Reinventing cosmology: uOttawa research puts age of universe at 26.7 — not 13.7 — billion years”.

(If you look, you’ll find many websites copying this press release almost word-for-word. This is pretty common in science news, where some websites simply aggregate press releases and others base most of their science news on them rather than paying enough for actual journalism.)

The press release, in turn, is talking about a theory, not an observation. The theorist, Rajendra Gupta, was motivated by examples like the early galaxies observed by JWST and the Methuselah star. Since the 13.8 billion year age of the universe is based on a mathematical model, he tried to find a different mathematical model that led to an older universe. Eventually, by hypothesizing what seems like every unproven physics effect he could think of, he found one that gives a different estimate, 26.7 billion. He probably wasn’t the first person to do this, because coming up with different models to explain odd observations is a standard thing cosmologists do all the time, and until one of the models is shown to explain a wider range of observations (because our best theories explain a lot, so they’re hard to replace), they’re just treated as speculation, not newsworthy science.

This is a pretty clear case of hype, and as such most of the discussion has been about what went wrong. Should we blame the theorist? The university? The journalists? Elon Musk?

Rather than blame, I think it’s more productive to offer advice. And in this situation, the person I think could use some advice is the person who wrote the press release.

So suppose you work for a university, writing their press releases. One day, you hear that one of your professors has done something very cool, something worthy of a press release: they’ve found a new estimate for the age of the universe. What do you do?

One thing you absolutely shouldn’t do is question the science. That just isn’t your job, and even if it were you don’t have the expertise to do that. Anyone who’s hoping that you will only write articles about good science and not bad science is being unrealistic, that’s just not an option.

If you can’t be more accurate, though, you can still be more precise. You can write your article, and in particular your headline, so that you express what you do know as clearly and specifically as possible.

(I’m assuming here you write your own headlines. This is not normal in journalism, where most headlines are written by an editor, not by the writer of a piece. But university press offices are small enough that I’m assuming, perhaps incorrectly, that you can choose how to title your piece.)

Let’s take a look at the title, “Reinventing cosmology: uOttawa research puts age of universe at 26.7 — not 13.7 — billion years”, and see if we can make some small changes to improve it.

One very general word in that title is “research”. Lots of people do research: astronomers do research when they collect observations, theorists do research when they make new models. If you say “research”, some people will think you’re reporting a new observation, a new measurement that gives a radically different age for the universe.

But you know that’s not true, it’s not what the scientist you’re talking to is telling you. So to avoid the misunderstanding, you can get a bit more specific, and replace the word “research” with a more precise one: “Reinventing cosmology: uOttawa theory puts age of universe at 26.7 — not 13.7 — billion years”.

“Theory” is just as familiar a word as “research”. You won’t lose clicks, you won’t confuse people. But now, you’ve closed off a big potential misunderstanding. By a small shift, you’ve gotten a lot clearer. And you didn’t need to question the science to do it!

You can do more small shifts, if you understand a bit more of the science. “Puts” is kind of ambiguous: a theory could put an age somewhere because it computes it from first principles, or because it dialed some parameter to get there. Here, the theory was intentionally chosen to give an older universe, so the title should hint at this in some way. Instead of “puts”, then, you can use “allows”: “Reinventing cosmology: uOttawa theory allows age of universe to be 26.7 — not 13.7 — billion years”.

These kinds of little tricks can be very helpful. If you’re trying to avoid being misunderstood, then it’s good to be as specific as you can, given what you understand. If you do it carefully, you don’t have to question your scientists’ ideas or downplay their contributions. You can do your job, promote your scientists, and still contribute to responsible journalism.