ICES/PICES ESC 2012 communicating science By martin pastoors

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Communication Science workshop at Early Career Scientists Conference, Mallorca, Spain (24 April 2012).

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ICES/PICES ESC 2012 communicating science By martin pastoors

  1. 1. Communicating science Martin Pastoors ICES/PICES Young Scientists Conference, Mallorca, 24 April 2012
  2. 2. CreditsKristian Teleki Sarah KraakVice President SeaWeb University College Cork
  3. 3. What is the issue with science?Cartoon by Ian McGee (1997)
  4. 4. Science SocietyBackground Finding Supporting Detail So What? Finding Bottom line
  5. 5. 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
  6. 6. So information would simply flow ...
  7. 7. Traditional science communication
  8. 8. 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.
  9. 9. Know your audience
  10. 10. Why me, whythis, why now
  11. 11. Make choices how youdeliver your message
  12. 12. Your shopping cart for today1. Don’t do this 2. Power of image 3. Just five slides4. Think journalist 5. Best practices 6. Summing up
  13. 13. Don’t do thisSome observations at the ICES Annual Science Conference 2010, Nantes
  14. 14. Things to hate aboutcommunications
  15. 15. Being unnecessarilycomplicated
  16. 16. Nagging people
  17. 17. Absence of a clearstory
  18. 18. Being boring
  19. 19. The power of images
  20. 20. (1984) Afghan Girl , Steve McCurry
  21. 21. SeaWeb PhotoBank
  22. 22. Images provide for ASSOCIATIONS Learning
  23. 23. Telling stories with images: practical Can I find 11 volunteers who will speak 20 seconds each?
  24. 24. Images are powerful: use them!
  25. 25. First five slides method1 2 3 4 5 Cliff Atkinson: Beyond Bullet Points
  26. 26. 1 What is the context (where, when) Waar, wanneer?Research funding is gettingrestricted due to economicsituation.
  27. 27. 2 Relevance for the audience (you!) Waar, wanneer?Young scientists need tobetter sell their researchfindings to attract funding.
  28. 28. 3 What challenge do I face? Waar, wanneer?Scientist are not trained verywell in communication.
  29. 29. 4 Where do I want to be? Waar, wanneer?Become an effectivecommunicator on myscientific results.
  30. 30. 5 How do we get there? Three messages Waar, wanneer?1. Focus on the message2. Use the power of image3. Think like a journalist
  31. 31. Full story in 5 steps
  32. 32. Think like a journalist
  33. 33. Common grounds• Curious• Analytical• Skeptical• Motivated• Competitive
  34. 34. Experts and journalists have A LOT in common in their search for knowledge… and NOTHING in common when reporting their results.
  35. 35. Science & JournalistBackground Finding Supporting Detail So What? Finding Bottom line
  36. 36. 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
  37. 37. Stories packaged in a message box Problems? Benefits? Issue So What? Solutions?
  38. 38. Myers and Worm, 2003How did they turnthe analysis ofabundance ofpredatory fish into acompelling storythat spurred peopleto action?
  39. 39. Problems? Overfishing removed 90% of large fishBenefits? So What?Maintain Threathenseconomic and functioning ofecological oceanvalue in future ecosystems Solutions? Fishing effort needs to be reduced
  40. 40. Think like a journalist when“presenting” your findings
  41. 41. Best practices ( 6 8 rules )
  42. 42. Rule 1: Not more than three messages. More is confusing
  43. 43. Rule 2: Messages are reinforced by images, statistics and anecdotes
  44. 44. Rule 3: repeat messages often
  45. 45. Rule 4: Be personal
  46. 46. Rule 5: address the audience
  47. 47. Rule 6: Self explanatory
  48. 48. Rule 7: Messages take time to create. Don’t rush the process
  49. 49. Rule 8: Consistent messagesin all your communications
  50. 50. Summing up
  51. 51. MessageMessageMessage
  52. 52. SeaWeb PhotoBank
  53. 53. Try the first 5 slides method1 2 3 4 5
  54. 54. Science & SocietyBackground Finding Supporting Detail So What? Finding Bottom line
  55. 55. Communication leads to community,that is, to understanding, intimacy and mutual valuing.” Rollo May
  56. 56. martin.pastoors@wur.nl

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