Brief webinar on science talks at SRA in which I emphasize being clear about your goal and thinking about what content to include to achieve that goal. You don't just have to talk about the science; you should talk about the impact, etc.

1. A presentation
about presentation
strategy …
John C. Besley (@johnbesley)
Ellis N. Brandt Professor
Communication Arts and Sciences
Michigan State University
This material is based upon
work supported by the National
Science Foundation (NSF, Grant
AISL 1421214-1421723. Any
opinions, findings, conclusions,
or recommendations expressed
in this material are those of the
authors and do not necessarily
reflect the views of the NSF.

2. Background
• Research on public’s views
about science and scientists
• Research to help science
community communicate
more effectively
• Interviews with key actors
• Surveys of scientists
• Risk Analysis, Risk Comm. Assoc. Editor

3. What I hope to do ...
• Help you think strategically about what
you want to accomplish from your presentation
What I can’t do ...
• Decide what you should share …

4. An assumption:
You
already
know …
You shouldn’t try
to do too much,
but you should
use images
https://www.cbsnews.com/news/powerpoint-why-less-is-more/
0.

5. On strategy …
Being strategic should give you freedom
1.
Presentations and
poster are not
“IMRD” papers

6. On strategy …
Being strategic should give you freedom
1.
What made the
best talks you’ve
heard … best?
https://www.youtube.com/watch?v=2bJIWWbdhLk

7. On strategy …
Good research
presentations
are often stories
about research
2.
Image from Wikimedia, public domain
Minute 1: Here’s who we are and what we’re trying to
do (and how it’ll make the world better)
Minute 2-3: Here’s the specific problem in our way
Minute 4-5: Here’s the conceptual tools and data
we have in our pack to deal with our specific problem
Minute 6-7: Here’ one thing we hypothesized and
here’s what we found
Minute 8-9: Here’s another thing we hypothesized
and here’s what we found
Minute 10-11: Here’s the final thing we hypothesized
and here’s what we found
Minute 12: Here what I think this means and where
our next adventure will probably take us …

8. The goal question:
Beyond sharing knowledge, what do you hope
specific people will do as a result of your presentation?
Cite
you?
Call you
for guidance?
Use your ideas
in practice?
3.
Use your ideas
in research

9. The communication objectives question:
What perceptions/beliefs would make it more
likely that people will do the goal behavior(s)?
Integrity/Honesty Benevolence/Caring Willing to listen/Fair Similar/Values Ability/Competence
Smile, eparles; Listen, Montse PB; Charlotte, Sisters 4; Lindsay Bremer, Lamu Kenya: Stonetown Academy Suggestion Box, State Farm, Graduation & Safe Driving, all via Flickr Creative Commons
4a.
[Together, these constitute ‘trustworthiness’/’procedural fairness’]

10. The communication objectives question:
What perceptions/beliefs would make it more
likely that people will do the goal behavior(s)?
Real benefits Reasonable risks Social norms Self-efficacy
Balance scale by winnifredxoxox, Nikki’s fashion show by Flying Cloud, Tools for more than one lifetime, by Heath Cajandig, all via Flickr Creative Commons
4b.
[Together, these constitute the core of the Theory of Planned Behavior]

11. Tactics
Design does matter (to some people)
X.

12. Additional things
Design does matter (to some people)
X.
.2
.2
.2
.2
Also … keylines

13. Additional things
Design matters
X.
• This is a line of text that is longer than the space I have
available
• This is a line of text that is longer
than the space I have available

14. Tactics
Copyright
matters
X.

15. Tactics
Eliminate…
X.
Ensuring policy
makers use sci.
evidence …
Ensuring …
culture Values
Science
Ensuring adequate
funding …
Helping people …
make better
personal decis. …
Canada US Canada US Canada US Canada US
Past engagement (a=.75, .64) .09 .13 .12 .17
Engage. Willing. (a=.78, .75) .15 .21 .15 .18 .09 .16 .21
Perceived audience
fairness (a = .79, .75)
-.09 .17
Perceived audience Knowledge -.14 -.09 -.09
Perceived audience
ability to understand
.08 .09 .11
Descriptive norms for engage.
part. (a=..80, .80)
.11
Injunctive norms for
engage. Part. (a = .55)
Resp. engagement self efficacy (a=
.84, .80)
.09 .10
Resp. engagement response
efficacy (a = . 67, .65)
.11 .19 .17 .28 .13 .19 .23
I sometimes
delete data
that’s not
significant

16. Tactics
Design
matters
X.
I often put
color into my
tables to
correspond
to relationship
strength