Keys strategies and tips to effectively communicate nutrition research simply and clearly in the media and across social media

1. Being an effective
nutrition science
communicator in
today's media and
social media age
Dr Tim Crowe, AdvAPD

2. Nutrition confusion:
Why we don’t all agree
Impractical to run long-term, high-compliance diet
RCTs to answer big health questions
Observational studies use imprecise dietary
assessment methods and can’t correct for
‘unknown unknowns’
Selective use of evidence (cherry picking)
Conflict of interests
We are diverse creatures
BUT, there are recurring themes we can learn from

3. Too busy, just give me the
headline
Result: The story that
pops up in your social
feed becomes your
knowledge and your
reality
Eight out of 10 people will read the headline
Only two out of 10 will read the rest of the article

4. Toxic Newsfeeds
www.thinkingnutrition.com.au/broccoli-bad-for-you/

5. Solutions vs
Selfies

6. http://journals.humankinetics.com/doi/pdf/10.1123/ijsnem.2017-0057
The
Challenges
Complex issues reduced
to sound bites
Celebrities assuming the
role of educators
Public distrust of industry-
supported research
Media reporting of
clickbait science
Predatory journals
publishing poor science

8. Being an
engaging
science
communicator
Don’t sit on the fence for fear that the
certainty is not 100%
Never assume that the facts speak for
themselves - use memorable quotes and
analogies (not clichés) to make your facts stick
Focus on the relevance, not just the evidence
Speak in their language, not yours (know your
audience)

9. Think big picture
Intermesh a story or a narrative
Next, get to that point as quickly as possible – start with the
most important message first
Step away from the specific details of the research. What is the
single, most important message you are trying to convey?

10. The formula for
communicating
The background for
context
Positive aspects of
what the study found
The problems and
disclaimer
Restate the positives
What it means for your
friends and family

11. The Hook
Follow your engaging headline with
an opening paragraph that contains a
question, quotation, anecdote or
description: a vivid scene, a surprising
fact – tell a story
https://theconversation.com/au

12. www.slideshare.net/powerfulpoint/set-your-hook-ppt-rev15-no-animations/11

13. Why have a
voice in the
medias?
Outreach to
broaden health
and nutrition
communication
Building a personal
and business
profile
Engage in
conversations
Become part of a
community
Balance out the
crazy

14. What would your key
message be here?

15. www.eurekalert.org/pub_releases/2019-04/eaft-ssc042919.php

16. The Rise of ‘Wellness’
on Social Media
The perfect storm of:
• Ease of access to the population
• Rise in diet and health problems
• Conspiracy theories
• Anecdotes trump a Cochrane review
• Heavy marketing and commercial interests
• Follower count trumps qualifications
• Belonging to a tribe

17. “If we rely on data and proven
information alone to influence what
people think and do, we fail to
acknowledge our inherent irrationality as
human beings.”
Christopher Zinn, Consumer Advocate

18. Find Your Voice
Authenticity, credibility and
consistency are key
Have a focus, make it personal,
ask questions of your audience
and engage with them
You cannot outsource authenticity
You cannot automate connection

19. When you know what you stand
for, you are simultaneously
magnetic and repellent

20. The best posts tend
to have a mix of
both entertainment
and education

22. https://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page

23. Be an informer,
not a meformer
Informers have more than two times
the followers of meformers
http://infolab.stanford.edu/~mor/research/naamanCSCW10.pdf

24. Staying credible on
social media
Highlight your credentials on your profile so people know
you are an expert in your field
Understand why you want to use social media
(not just because of FOMO), who your target audience is
and ensure you have a presence where they prefer to
view content
Consider which message appeals work for your audience
(e.g. a heroic message appeal increases the authenticity
and trustworthiness of a nutrition professional)
Consider how to share your authentic self to connect
with your audience to create relatable content
https://monashnutrition.blogspot.com/2020/10/authenticity-and-credibility-on-social.html

25. It’s still a
numbers
game

26. Tip # 1: Play to your strengths
What do you do well?
Writing? Public speaking? Podcasting?
YouTube? Photography? Comedy?
Infuse your talent into the high-quality
work you’re already doing

27. Tip # 2: Share positively

28. Tip # 3: No comment left behind
By responding to comments and questions
promptly you demonstrate your own high level
of engagement
It is an easy way to increase engagement and
create lasting relationships

29. Tip # 4: Follow the leaders
Follow those who
are doing good
things in the media
and on social media
Watch, listen,
compare, copy and
adapt

30. Tip # 5: Recycle (content repurposing)
Blog post  Video talking head
Report  Infographic
Themed blog post series  eBook
Interview/presentation  Live stream
Podcast  Blog post

32. Empathy
first, facts
second

33. Facts are the enemy
People don’t just hear your facts and suddenly have a “Road to Damascus”
moment
Facts are like punches – they usually cause the other person to put their
hands up and block whatever you send their way next
You don’t convince people. People convince themselves. People reject ideas
they are given and act on ideas they feel they came up with themselves
Don’t deliver just facts. The more effective strategy is to instill doubt and let
them convince themselves

34. Productive arguing
Reasoned argument acknowledges a person’s rationality and
that their opinion matters
It is not always about winning or losing, but demonstrating
respect
Don’t be quick to judge their standpoint with your
intelligence and knowledge. Instead, reflect on what they’re
saying and work with them to clarify their reasoning
Be judicious about how much energy you are prepared
to expend

36. https://theconversation.com/dont-feed-the-trolls-really-is-good-advice-heres-the-evidence-63657

37. Dealing with trolls
Ignore, block or minimise responses
Responded with:
• Pride
• Amusement
• Grace and empathy
Never argue with an idiot. They will drag you down
to their level and beat you with experience

39. www.thinkingnutrition.com.au
Thinking Nutrition
@CroweTim
Thinking Nutrition
@doctimcrowe