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

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Helping scientists speak directly to the press

  1. 1. Brooke Hardison PARC Brown Bag ~ Nov. 2, 2011Slides available at www.slideshare.net/brookelayne
  2. 2. The Public often misunderstands science
  3. 3. The Public sometimes distrusts scientistshttp://www.thedailyshow.com/watch/wed-october-26-2011/weathering-fights---science---what-s-it-up-to-
  4. 4. Scientific community/culture doesn’tvalue simplicity
  5. 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. 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. 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. 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

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