Developing an investor pitch or delivering science outreach, scientists need to communicate well. based on over 25 years of experience in the biotech and health sector, these are my tips for science communicators.

1. Michelle Gallaher
@StartupShelley
@thesocialsci
10 secrets of science
communication professionals

2. If there is a
war on science
and the public don' t trust
evidence, who is
responsible?
Scientists are. 100% .
It' s not the audience' s
responsibility to make
sense of science -
it' s ours to translate it.

3. Science
communication is
not negotiable.
People who
communicate well
get more funding &
more opportunities.
If you can' t
communicate the
importance and
impact of your
science - why should
the public fund it?

4. We push threatening
information away; we
pull friendly information
close.
We apply fight- or- flight
reflexes not only to
predators, but to data
itself.
Does your message
induce a fight or flight
response?

5. Heavy head- on
attempts to
persuade can
sometimes trigger a
backfire effect. . .
. . . where people not
only fail to change
their minds when
confronted with the
facts— they may hold
their wrong views
more tenaciously
than ever.

6. Be very clear
on your objective,
& stick to it.
Don' t use 15 minutes
because it' s available
if you can say it in 10.
Stick to 3 key messages.
Less is sometimes more.

7. You have 15 seconds
to win your audience
over
. . . and this is the
most important part
of your pitch.
( other than the last
10 seconds)

8. Know your audience
before you begin
. . . and work out the
extent of their
science knowledge
and language before
you start and treat
them with respect.
Never assume.

9. Lists help people to
remember your
message
5 key things
7 secrets
3 key messages
( I really like odd
number lists & never
more than 10)

10. 10 pitch lessons I have learned,
( mostly the hard way)

11. 01
People don' t usually
need more information
or time to understand
your science
- you just need to
deliver it better.

12. 02
When information
is too complex,
people often resort to
values- based judgements
about you, your style or
core personal beliefs,
( and that' s often a ' No' or
' not interested' ) .

13. 03
People don' t always
need to know how a
technology works -
they just want to know
that it does, what the risks
and benefits are
( by the simplest means
possible) and that you are
trustworthy and an
authority.

14. 04
Less words - more pictures.
( not like this slide)

15. 05
The public like science
and health stories as
much as sport stories
- science offers hope.
Investors and
government also like science
stories that inspire hope
( and revenues) .
Analogies are a great tool.

16. 06
Infuriate or Inspire.
Emotion engages. . .
work out how to connect
to your audience.

17. 07
Know what you want
and ask for it,
. . . also a good note to close
your pitch on.

18. 08
The ' so what' factor. . .
can be powerful,
so explain what will happen
if this science
is not funded or supported.
The ' so what' factor is
usually what triggers
behaviour or belief change.

19. 09
It doesn' t matter
how saturated
you think the market is
with your message
- it' s not.
say it again and again.

20. 10
Humans like to tell stories
- so give ' em a story
& make it personal. . .
usually a good way to open
a talk.

21. 11
Oh . . . and make direct eye
contact & smile.
It can' t hurt.
( smiles build relationships)
Apologies for the extra slide but this was just too important to leave out.

22. Follow me on social media
for more tips
on science communication
@StartUpShelley
@TheSocialSci
The Social Science
Michelle Gallaher
The Social Science Company Page
@thesocialscience
www.thesocialscience.com.au