Translate and Promote Scientific Findings: To Get the Attention of Your Audience
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This document provides guidance on effectively communicating scientific findings to target audiences. It discusses translating technical information for lay audiences, promoting findings through appropriate messaging and delivery platforms, and developing concise yet memorable messages. Specific tips include understanding audience demographics and interests, crafting simple and relatable messages using examples and stories, building relationships with reporters, and preparing for media interactions through practice. The overall aim is to help experts share knowledge in a way that engages and benefits the public.
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Translate and Promote Scientific Findings: To Get the Attention of Your Audience
- 1. TRANSLATE AND PROMOTE SCIENTIFIC FINDINGS To Get the Attention of Your Audience MARCH 23, 2015 PRESENTED BY: JENNIFER SEYLER, MS, RD, CPT FLEISHMANHILLARD, VICE PRESIDENT @JSEYLER WWW.FITNESSANDNUTRITIONCONVERSATIONS.COM
- 2. TO TRANSLATE... 1. Need to know who your audience is 2. What your audience understands Appropriate Messaging
- 3. TO PROMOTE... 3. Need to know where your audience ‘lives’ 4. When your audience is most receptive to what you have to say 5. Why they want to hear what you have to say Message Delivery Platforms
- 4. WHAT YOU WILL SEE.. • Media Landscape • Importance of Science Communications • Message Mechanics • Target Audiences & Behaviors • Building Relationships with Reporters
- 5. MEDIA LANDSCAPE Sports Medicine and Fitness
- 7. TODAY’S WORLD... Anyone with a smartphone is a news reporter ...BUT... Not everyone is an expert
- 10. TRUST FACTOR • You are a knowledgeable source of information • You can translate the information so it is meaningful to multiple audiences – Opportunity to help clear confusion – Help solve the audiences problem • You give a “face” to the story You are the EXPERT
- 11. TRUST ABUSE 54% of information not backed by science research or contradicted BMJ 2014;349:g7346
- 13. MESSAGES ALLOW YOU TO... • Communicate so those outside your profession can understand • Make it easy for you to “tell your story” • Ensure consistency • Make it easy for others to remember it – The thoughts you most want your audience to remember — and repeat “… if you remember only one thing, remember this, ________________”
- 14. STRUCTURE • Message points (1-4) = primary messages + proof points Headline Support Support
- 15. DEVELOPMENT • Aim for sound bites – Alex Chadwick, NPR Morning Edition reporter, defines sound bites as “what you remember” • Think “I have a dream” – 15 to 20 words • Approximately 7 seconds (TV news sound bite) • 140 characters (social media post) – Use techniques such as alliteration, enumeration, parallelism, and analogies to make your messages memorable, conversational and quotable
- 16. DEVELOPMENT • Write in terms of the listener’s self- interest – Listeners constantly ask “so what?” – Ask yourself: • What does your audience know about your topic? • Why do they want to know more? • What questions might they have? This is why it is important to be able to identify and understand your audience
- 17. EXAMPLE: SPORTS INJURY • There is a growing epidemic of preventable youth sports injuries that are dismantling kids’ athletic hopes and dreams at an early age. – According to the Centers for Disease Control and Prevention (CDC), high school athletes account for an estimated 2 million injuries, 500,000 doctor visits and 30,000 hospitalizations every year. • Armed with the correct information and tools, today’s young athletes can remain healthy, play safe and stay in the game for life. – Playing safe includes not play through the pain if you are injured and taking the proper preventive steps to reduce your risk of injury.
- 18. WHEN DELIVERING... 1. Explain the big picture and why the audience should care 2. Jump into headline messages 3. Tell them what you’re going to tell them 4. Follow up with the detail (proof points) 5. Tell them what you told them (recap primary message) But never give them anything you don’t want them to use
- 19. THE BASICS • Avoid jargon and generalities; be simple, specific, and “real” • Speak in terms your audience can relate • Use examples, stories to support and personalize your messages
- 20. ENSURING MESSAGE DELIVERY • Blocking and Bridging: Phrases that move a conversation from an off-agenda topic (unproductive, hostile, irrelevant, etc.) to an on-agenda subject “Because of the success of the show…”
- 21. BLOCKING & BRIDGING R=A+MP Response = Actual Answer + Message Point
- 22. SAMPLES • “I think what you’re really asking is…” • “Let me clarify. What we’re really talking about here is…” • “That speaks to a bigger point, which is…” • “That demonstrates how complex this issue is, but what it all comes down to is this…”
- 23. SAMPLES • “You’d have to ask them. But for us, what I can tell you is…” • “Those things are true, but I think the real news here is…” • “I’m not the right person to talk to about those issues, but what I can address is…”
- 24. NEVER SAY... “NO COMMENT” • The only acceptable way to refuse to answer a question is to “block” without “bridging” – Block by explaining why you can’t answer the question • Results pending, proprietary information, pending litigation, etc.
- 25. KEYS TO SUCCESS • Speak to the media’s audience • Use messages consistently and often • Make them your own – Internalize the concepts, don’t just memorize the words • Constantly review and update your messages – Ideally, the support points change, not the primary messages • Prepare and practice, practice, practice – Even a little bit makes a big difference
- 26. MESSAGES AREN’T JUST FOR THE MEDIA • They work in all forms of communication: – Presentations, papers, one-on-one interactions with members of the scientific community Business discussions (internal and external) – Your flight here, the elevator ride, the cocktail party – Your social media channels
- 28. DEFINE • Gender • Parent • Race • Athlete • Health Professional • Policy Maker • Scientist
- 29. WHERE & WHEN DO THEY CONSUME INFORMATION • Facebook • Twitter • TV • Radio • Newspapers • Online
- 30. EFFECTIVE MESSAGING The right message, the right place, the right time
- 32. UNDERSTAND ROLES It’s a transaction, not a conversation Reporter’s Job • Find and share news that will keep people engaged • Controversy and conflict • New, unique and unusual • Useful, on trend, local Your Job • Give people something to remember and repeat • Know where you want to go, even if the reporter doesn’t • Don’t think of the media as friends or enemies
- 33. CONNECT 1. Company/University media relations team 2. Other experienced scientists 3. Call outlets 4. Be proactive a. Social media presence b. Comment on relevant sites c. Attend scientific conferences d. Follow journalists e. Submit Letters to the Editors
- 34. PREPARE • If they contact you – Never leap in; ask questions • What’s your deadline? • What’s the story you’re pursuing? • Who else are you talking with? – If it’s a good opportunity, buy a little time • Prepare and practice • Call them back or meet them when you said you would 34
- 35. REMEMBER... • There’s no such thing as “off the record” – If you don’t know, don’t speculate • The questions are up to them, but the answers are up to you – Say what you want to say, then STOP! – Never repeat a negative