Explaining Science beyond the science community

EASE 2008European Academy for Scientific Explainers

Explaining Science beyond the science

community


Giving societysomething that is

critically important:

knowledge


Overview

• Intro

• part I: mission statement

• part II: making it happen

• workshop


Intro: Why ”explain” science?

• scientists

• decisions

• culture

• world-vision


How to ”explain” science …

• no single correct formula

• share a model

http://www.clipartof.com/details/clipart/11473.html


DIVERSITY

1 the state of being diverse. 2 a diverse range; a variety.


DIVERSITY


Part I

building a mission

statement


hand model


what?

•What is the story?

•What response do you want?


why?


who? …


how?

• Strategic plan

• Communication team

• Modular


What?Why?

Who?

Where?

When?

How?


Mission Statement Strategic Plan

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Part II

making it happen


awareness engagementunderstanding

planting seeds …


Tell ’em

• Tell ’em what you’re gonna tell ’em

• Tell ’em

• Tell ’em what you told ’em


KISS

• Keep

• It

• Simple

• Stupid


European Science Awards - Science Communication Prize

•communication excellence•awareness-raising tool

http://ec.europa.eu/research/science-awards/rene_en.htm


pyramid to success …


Commitment

• leadership

• commitment

• communication team


Planning

• network building

• record keeping

• products


Start with a calendar …

Earth Day Ocean Day

Easter

Winter week

Conference

Funding deadline


pre-planning activity

products

evaluation

products activity

activity

activity

activity

evaluation

evaluation

evaluation

productsproducts

products

products

products

products products

Project time line …


diversity

• strategies networking

web

print, graphics, multi-media

schools

press

events

info packs

combinations

• specialists scientists vs non

PhDs, MSc, post-doc

pedagogs

external

web

PR

journalists

graphics, multi-media


diversity


modular …

press

schools

scienceon

buses

workshops

malls

web

infopacks

confer-ences

film


Summary

• handful of questions

• pyramid for success

• planting seeds


Tell ’em what?

Ultimately, what matters is what your audience wants to know, not what you want to tell them.


Audience

Story

Strategy


decision-makers

research

funding sources

employers

other scientists

future scientists

clients

Audience

• know your audience

• shoes


facts

story story

facts

Finding the story


Telling your story

• language (KISS)

• metaphor

• zoom

• stop


research artic

le

post

er

press release

fact sheet

news clip

interview

newspaper column

popular science journal

short documentaryfilm

web p

age

Picking the right strategy

• context that works

• collaboration

• modular

• timing


•There you have it!

•Get out there

•and

•… GO FOR IT!

•Kick A.S.S.!


You’ve been told!


Thank youAcknowledgements:

Odd Aksel Berstad and the MAR-ECO Public Outreach team

The Education and Outreach team at CoML

Rolf-Birger Pedersen and the researchers at the Centre for Geobiology

Participants in the Teacher-at-Sea Programme

Stein Unger Hitland for unfailing technological support

… and many more …

www.uib.no

www.mar-eco.no

www.geobio.uib.no

http://www.uib.no/

http://www.mar-eco.no/

http://www.geobio.uib.no/


Break

= 10 min

Explaining Science beyond the science community

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