Communicating science Martin Pastoors
ICES/PICES Young Scientists Conference, Mallorca, 24 April 2012
Credits
Kristian Teleki Vice President SeaWeb
Sarah Kraak University College Cork
What is the issue with science?
Cartoon by Ian McGee (1997)
Science Society
Bottom line
So What?
Background
Finding
Finding
Supporting Detail
How we like to think about ourselves
• People are rational • We always make
conscious decisions • We are self-
determining individuals
We are clever and intellectual
So information would simply flow ...
Traditional science communication
The Truth
• There is no rational wo/man.
• Most behaviour is unconscious.
• We’re influenced mainly by those around us.
We are social ! Even scientists.
Know your audience
Why me, why this, why now
Make choices how you deliver your message
1. Don’t do this 2. Power of image
4. Think journalist 5. Best practices
3. Just five slides
6. Summing up
Your shopping cart for today
Don’t do this
Some observations at the ICES Annual Science Conference 2010, Nantes
Things to hate about communications
Being unnecessarily complicated
Nagging people
Absence of a clear story
Being boring
The power of images
(1984) Afghan Girl , Steve McCurry
SeaWeb PhotoBank
Images provide for ASSOCIATIONS
Learning
Telling stories with images: practical
Can I find 11 volunteers who will speak 20 seconds each?
Images are powerful: use them!
First five slides method
1 2 3 4 5
Cliff Atkinson: Beyond Bullet Points
1 Waar, wanneer?
What is the context (where, when)
Research funding is getting restricted due to economic situation.
Waar, wanneer?
Relevance for the audience (you!) 2
Young scientists need to better sell their research findings to attract funding.
3 Waar, wanneer?
What challenge do I face?
Scientist are not trained very well in communication.
4 Waar, wanneer?
Where do I want to be?
Become an effective communicator on my scientific results.
5 Waar, wanneer?
How do we get there? Three messages
1. Focus on the message 2. Use the power of image 3. Think like a journalist
Think like a journalist
• Curious
• Analytical
• Skeptical
• Motivated
• Competitive
Common grounds
Experts and journalists have A LOT in common in their search for
knowledge…
and NOTHING in common when reporting their results.
Science & Journalist
Bottom line
So What?
Background
Finding
Finding
Supporting Detail
• A compelling STORY • Ability to explain “so what?” • Ability to be concise, to the point • Connections to more sources • Relevant, timely responses to inquiries
What journalists need from you
Stories packaged in a message box
Benefits?
Problems?
Solutions?
So What? Issue
Myers and Worm, 2003
How did they turn the analysis of abundance of predatory fish into a compelling story that spurred people to action?
So What? Threathens functioning of ocean ecosystems
Problems? Overfishing removed 90% of
large fish
Solutions? Fishing effort needs to be
reduced
Benefits? Maintain economic and ecological value in future
Think like a journalist when “presenting” your findings
Best practices ( 6 8 rules )
Rule 1: Not more than three messages. More is confusing
Rule 2: Messages are reinforced by images, statistics and anecdotes
Rule 3: repeat messages often
Rule 4: Be personal
Rule 5: address the audience
Rule 6: Self explanatory
Rule 7: Messages take time to create. Don’t rush the process
Rule 8: Consistent messages in all your communications
Summing up
Message Message Message
SeaWeb PhotoBank
Try the first 5 slides method
1 2 3 4 5
Science & Society
Bottom line
So What?
Background
Finding
Finding
Supporting Detail
Communication leads to community, that is, to understanding, intimacy and
mutual valuing.” Rollo May
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