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 Background
Supporting Detail
Finding

Society
Finding

So What?

Bottom line

How we like to think about ourselves

People are rational We always make conscious decisions We are selfdetermining 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. Were 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

Your shopping cart for today

1. Dont do this 2. Power of image 3. Just five slides

4. Think journalist

5. Best practices

6. Summing up

Dont 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

Cliff Atkinson: Beyond Bullet Points

What is the context (where, when)

Waar, wanneer?

Research funding is getting restricted due to economic situation.

Relevance for the audience (you!)

Waar, wanneer?

Young scientists need to better sell their research findings to attract funding.

What challenge do I face?

Waar, wanneer?

Scientist are not trained very well in communication.

Where do I want to be?

Waar, wanneer?

Become an effective communicator on my scientific results.

How do we get there? Three messages

Waar, wanneer?

1. Focus on the message 2. Use the power of image 3. Think like a journalist

Full story in 5 steps

Think like a journalist

Common grounds
Curious Analytical Skeptical Motivated Competitive

Experts and journalists have A LOT in common in their search for knowledge

and NOTHING in common when reporting their results.

Science Background
Supporting Detail
Finding

&

Journalist
Finding

So What?

Bottom line

What journalists need from you

A compelling STORY Ability to explain so what? Ability to be concise, to the point Connections to more sources Relevant, timely responses to inquiries

Stories packaged in a message box

Problems?

Benefits?

Issue

So What?

Solutions?

Myers and Worm, 2003

How did they turn the analysis of abundance of predatory fish into a compelling story that spurred people to action?

Problems?
Overfishing removed 90% of large fish

Benefits?
Maintain economic and ecological value in future

So What?
Threathens functioning of ocean ecosystems

Solutions?
Fishing effort needs to be reduced

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. Dont rush the process

Rule 8: Consistent messages in all your communications

Summing up

Message Message Message

SeaWeb PhotoBank

Try the first 5 slides method

Science Background
Supporting Detail
Finding

&

Society
Finding

So What?

Bottom line

Communication leads to community, that is, to understanding, intimacy and mutual valuing. Rollo May

martin.pastoors@wur.nl