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National Institutes of Health • U.S. Department of Health and Human Services
Communicating Your Science to the
Public
April 17, 2018
Virginia Guidry, Ph.D.
Office of Communications and Public Liaison
National Institute of Environmental Health Sciences
National Institutes of Health
U.S. Department of Health and Human Services
My background
National Institutes of Health
U.S. Department of Health and Human Services
NIEHS Communications
Media relations
National Institutes of Health
U.S. Department of Health and Human Services
Why practice communicating science?
National Institutes of Health
U.S. Department of Health and Human Services
What the Public May Not Understand About Science
• One study is not definitive
• Most studies don’t show a clear
cause and effect
• Research yields new knowledge -
but also raises new questions
• Legitimate controversies exist
• Health messages can change,
based on new knowledge
National Institutes of Health
U.S. Department of Health and Human Services
What Scientists May Not Understand About the Public
• Good communication is not “dumbing it down,” it is a
clear message using common language
• Public wants to hear results – and why they matter
• Public wants to know what you are doing to make their
lives better
• People like science and learning new things
• Jargon is a major turnoff
National Institutes of Health
U.S. Department of Health and Human Services
DNA methylation associated with smoking
"We had a very large sample, which gave
us a lot of power ... and found sites in the
genome where smoking leads to a
difference in methylation," said Dr.
Stephanie London, deputy chief of the
epidemiology branch of the National
Institute of Environmental Health
Sciences, who led the study.
"The genes we found to be impacted
were ones associated with smoking-
related diseases," she said.
National Institutes of Health
U.S. Department of Health and Human Services
What Makes a Study Newsworthy?
• Timely – relates to current events
• Topic important to public
• Fascinating
• Controversial
• Refutes earlier findings
• Celebrity connection
National Institutes of Health
U.S. Department of Health and Human Services
Why Should You Talk to Reporters?
• The media is an important link to the general public
• Improves accuracy of reporting
• Provides context for research
• Creates support for funding science
• Science needs good representatives
• MEDIA IS CHANGING
Dr. Daryl Zeldin, NIEHS scientific
director, on PBS’ Second Opinion
National Institutes of Health
U.S. Department of Health and Human Services
Interview Tips: Develop your message
• Three points
• Focus on what was learned and why it matters to
the public.
– Key results
– New knowledge this study adds
– Benefit to the public
• Practice saying your talking points OUT LOUD.
• Avoid jargon, or prepare to explain it
• “What’s really important about this study is…”
National Institutes of Health
U.S. Department of Health and Human Services
Interview Tips: Front Load the Important Stuff
Source: Communicating the Science of Climate Change – Somerville and Hassol, 2011
Background
Methods
Results/
Conclusions
Bottom Line
So What?
Supporting
Details
Scientist
Public
National Institutes of Health
U.S. Department of Health and Human Services
National Institutes of Health
U.S. Department of Health and Human Services
Practice
• Pair up (at least one person must have read the paper)
• Mock interview
– Thanks for taking the time to talk to me today. Can you help me
understand what your study found?
– How is the fluoride exposure in this study different from in the U.S.?
– Should we stop fluoridating water?
– Anything else you’d like to add?
National Institutes of Health
U.S. Department of Health and Human Services
National Institutes of Health
U.S. Department of Health and Human Services
National Institutes of Health
U.S. Department of Health and Human Services
National Institutes of Health
U.S. Department of Health and Human Services
National Institutes of Health
U.S. Department of Health and Human Services
Scientists need to communicate
• Clear communication is a skill
• Scientists need to engage
• Prepare for interviews
Thank you!
virginia.guidry@nih.gov
@GingerTGuidry
Linda Birnbaum, Sen. Kirsten Gillibrand, D-N.Y.,
Padma Lakshmi of Top Chef, and Ken Cook of
Environmental Working Group discuss possible
environmental contributors to endometriosis.
(Photo courtesy of Mark Miller)

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Communicating Your Science to the Public

  • 1. National Institutes of Health • U.S. Department of Health and Human Services Communicating Your Science to the Public April 17, 2018 Virginia Guidry, Ph.D. Office of Communications and Public Liaison National Institute of Environmental Health Sciences
  • 2. National Institutes of Health U.S. Department of Health and Human Services My background
  • 3. National Institutes of Health U.S. Department of Health and Human Services NIEHS Communications Media relations
  • 4. National Institutes of Health U.S. Department of Health and Human Services Why practice communicating science?
  • 5. National Institutes of Health U.S. Department of Health and Human Services What the Public May Not Understand About Science • One study is not definitive • Most studies don’t show a clear cause and effect • Research yields new knowledge - but also raises new questions • Legitimate controversies exist • Health messages can change, based on new knowledge
  • 6. National Institutes of Health U.S. Department of Health and Human Services What Scientists May Not Understand About the Public • Good communication is not “dumbing it down,” it is a clear message using common language • Public wants to hear results – and why they matter • Public wants to know what you are doing to make their lives better • People like science and learning new things • Jargon is a major turnoff
  • 7. National Institutes of Health U.S. Department of Health and Human Services DNA methylation associated with smoking "We had a very large sample, which gave us a lot of power ... and found sites in the genome where smoking leads to a difference in methylation," said Dr. Stephanie London, deputy chief of the epidemiology branch of the National Institute of Environmental Health Sciences, who led the study. "The genes we found to be impacted were ones associated with smoking- related diseases," she said.
  • 8. National Institutes of Health U.S. Department of Health and Human Services What Makes a Study Newsworthy? • Timely – relates to current events • Topic important to public • Fascinating • Controversial • Refutes earlier findings • Celebrity connection
  • 9. National Institutes of Health U.S. Department of Health and Human Services Why Should You Talk to Reporters? • The media is an important link to the general public • Improves accuracy of reporting • Provides context for research • Creates support for funding science • Science needs good representatives • MEDIA IS CHANGING Dr. Daryl Zeldin, NIEHS scientific director, on PBS’ Second Opinion
  • 10. National Institutes of Health U.S. Department of Health and Human Services Interview Tips: Develop your message • Three points • Focus on what was learned and why it matters to the public. – Key results – New knowledge this study adds – Benefit to the public • Practice saying your talking points OUT LOUD. • Avoid jargon, or prepare to explain it • “What’s really important about this study is…”
  • 11. National Institutes of Health U.S. Department of Health and Human Services Interview Tips: Front Load the Important Stuff Source: Communicating the Science of Climate Change – Somerville and Hassol, 2011 Background Methods Results/ Conclusions Bottom Line So What? Supporting Details Scientist Public
  • 12. National Institutes of Health U.S. Department of Health and Human Services
  • 13. National Institutes of Health U.S. Department of Health and Human Services Practice • Pair up (at least one person must have read the paper) • Mock interview – Thanks for taking the time to talk to me today. Can you help me understand what your study found? – How is the fluoride exposure in this study different from in the U.S.? – Should we stop fluoridating water? – Anything else you’d like to add?
  • 14. National Institutes of Health U.S. Department of Health and Human Services
  • 15. National Institutes of Health U.S. Department of Health and Human Services
  • 16. National Institutes of Health U.S. Department of Health and Human Services
  • 17. National Institutes of Health U.S. Department of Health and Human Services
  • 18. National Institutes of Health U.S. Department of Health and Human Services Scientists need to communicate • Clear communication is a skill • Scientists need to engage • Prepare for interviews Thank you! virginia.guidry@nih.gov @GingerTGuidry Linda Birnbaum, Sen. Kirsten Gillibrand, D-N.Y., Padma Lakshmi of Top Chef, and Ken Cook of Environmental Working Group discuss possible environmental contributors to endometriosis. (Photo courtesy of Mark Miller)