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Helping scientists speak directly to the press
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Helping scientists speak directly to the press

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Presentation to communication staffers at the National Cancer Institute, about topics presented at the National Association of Science Writers annual meeting, Science Writers 2011 #sciwri11

Presentation to communication staffers at the National Cancer Institute, about topics presented at the National Association of Science Writers annual meeting, Science Writers 2011 #sciwri11

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  • 1. Brooke Hardison PARC Brown Bag ~ Nov. 2, 2011Slides available at www.slideshare.net/brookelayne
  • 2. The Public often misunderstands science
  • 3. The Public sometimes distrusts scientistshttp://www.thedailyshow.com/watch/wed-october-26-2011/weathering-fights---science---what-s-it-up-to-
  • 4. Scientific community/culture doesn’tvalue simplicity
  • 5. It’s up to us, PIOs, to help scientistsspeak to the public Not just media training, communication training  Scientists’ audience includes: scientists, funders [policy makers], administrators, students and the media PIO’s must become “PIEIOs” = Public Information and Education Information Officers Encourage scientists to speak and write Dennis Meredith simply Creator of EurekAlert!, author of Explaining Ask “What solutions does your research have Research (2010). Explainingresearch.com to offer?”
  • 6. Help scientists become comfortablewith media attention "Some people come off as pompous, (but the secret to my success is that) I am always myself." "Scientists need to develop and fine- tune their public speaking skills, and that where were lacking … they are afraid of lights and cameras, they are Bruce Goldberger, Center afraid of the microphone." for Forensic Medicine, University of Florida "Practice makes perfect … I was prepped Featured on local, state and national television including ABC and ready to answer the question … its Good Morning America, ABC News 20/20, ABC Nightline, Dateline NBC, CNN (Lou Dobbs & good to talk to the group youre going to Nancy Grace), MSNBC, Fox News (Americas Newsroom)… be talking to ahead of time."
  • 7. Good things can happen when scientists engage Dennis Shatz  PSC: Portal to the Public Pacific Science Center & NSF  Engaged scientists in working with public Division of Research on audiences to enhance public understanding of Learning in Formal and Informal research conducted in Washington State Settings  http://www.pacificsciencecenter.org/Portal-to-the-Public A scientists blog or social media feed can be a source of story ideas for journalists, as well as help promote the scientist as an expert Michael E. Mann, climate science on twitter (@MichaelEMann) John Hawks, anthropology (johnhawks.net/weblog) Sean Carroll, physics (www.cosmicvariance.com) Rosie Redfield, zoology (rrresearch.fieldofscience.com) Alan Boyle Science editor, MSNBC.com
  • 8. To engage, we must go to wherethe people are: Americans spend 25% of their online time, on social networks From Brian Solis, Vocus webinar, Nov 1, 2011