Don‘t be such a scientist

DON‘T BE SUCH A SCIENTIST!

An Introduction to Science Communication

Simon Schneider

WHAT THIS IS ALL ABOUT

What are Science and Communication and how do they fit together?

Science Communication basics The Science Communication Environment Concepts for science communication

(Heads, Hearts, and Guts; Storytelling) Diverse audiences Annotations and examples

SCIENCE COMMUNICATION

Observation, collecting of data, testing hypothesis

called hypothetico-deductive model

SCIENCE COMMUNICATION The need to inform the public The need to criticize decisions The need to create participatory opportunities The need to hold a strong position in a dynamic global society The need for responsible action (Sustainability, Climate Chance,

…)

“Research not communicated is research not done.” Anne Gloverformer Chief Science Adviser at the European Commission

Examples needed? Take Gregor Mendel (1822-1884) and

Charles Darwin (1809-1882) Take Alexander Fleming (1881-1955) an the

discovery of penicilin

SENDER - RECEIVER

But: There is no “container” labeled information, that is given from one person to another and consumed unaltered. The “Receiver” always interprets the content of communication within his individual frameset/ mindset.

And: there is no “Instant Messaging”

MODERNCOMMUNICATION modern communication models The power of Mass Media

as a Gatekeeper Focused on dialogue!

PITFALLS FOR SCIENCE COMMUNICATION

Language/terminology used Pictures used Metaphors/analogies used Preconceptions Transfer rather than “Dumbing

Down”

The mistake of being overly accurate.The mistake of being boring (at least he got the facts right).

CHANGING TIMES - CHANGING TOPICS

Time

Pre-Titanic Post-modern

Yesterday Today

Themes

Catastrophes, technical Innovations+ Hazards and risks, growing interest in Life sicence+ Usability and advantages+ Political decision making and sustainability

CHANGING TIMES - CHANGING TOPICS

Time

Pre-Titanic Post-modern

Yesterday Today

Tomorrow

Themes

Catastrophes, technical Innovations+ Hazards and risks, growing interest in Life sicence+ Usability and advantages+ Political decision making and sustainability

+ a holistic, multi-systemic approach to science in the media (e.g. System Earth)

CHANGING TIMES - CHANGING TOPICS

Time

Pre-Titanic Post-modern

Yesterday Today

Tomorrow

Scope

Information / EducationPopularization / Edutainment

public understanding (PUSH)

Science with an for Society

CHANGING TIMES Science communication via

science publications print media tele-media (radio, TV) social media

Science communication is all over the place

SEXY SCIENCE

What is needed? News values transferred to

science communication Reach beyond the neutral

scientific communication habit The need to become more

emotional

SCIENCE VS. MEDIA

HEADS, HEARTS AND GUTS!Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotionalGuts: humor and instinct, inconsistent, intuition, spontaneousEven lower organs: chaos, illogical behavior, universal driving force

HEADS, HEARTS AND GUTS!Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotionalGuts: humor and instinct, inconsistent, intuition, spontaneousEven lower organs: chaos, illogical behavior, universal driving force

Scientists, most Politicians

Interested audiences,Critical audiences

Kids and young adults

almost everyone

CONCEPTS IN COMMUNICATION The 3M-Concept: Meaning, Moving, Memorable Framing, Priming Storytelling Agenda Building, Agenda Setting

CONCEPTS IN COMMUNICATION The 3M-Concept: Meaning, Moving, Memorable Framing, Priming Storytelling Agenda Building, Agenda Setting

STORYTELLING: TRY THE LOGLINE

Coming from a world where …a … is doing …but when …he/she is learning that … in time to …so he/she is able to …

STORYTELLING: TRY THE LOGLINE

Coming from a world where … Earthquakes happena … Geologistis doing … Educational programs to school kidsbut when … the school collapses because of a fire following an EQhe/she is learning that … there are ways of early warningin time to … shut down gas lines and transportation linesso he/she is able to … safe lives in case of future events.

STORYTELLING – AN EXAMPLE

STORYTELLING – AN EXAMPLE

The Zombie -Preparedness Kit

CDC – Center for Disease Control thought, that a Zombie-disaster-preparedness -Kit is the same as a Natural Disaster preparedness Kit! One Post on a researchers blog: “People

thinking about Zombie Disaster preparedness Kit” on Monday,

Wednesday more than 30.000 views, server crashed, Fox News: Hack or Hoax?

Friday: NYT and other major publications are on the story – talking about preparedness kits!

THE POWER OF BEING SPECIFIC

One death is a tragedy – a million deaths is statistics!

THE POWER OF BEING SPECIFIC

Without Michael “Magic” Johnson the awareness for HIV/Aids would have been delayed by years. His “outing” started a major communication campaign about the risks of HIV, saving hundreds, maybe thousands.

He made it a specific (and personal) story!

One death is a tragedy – a million deaths is statistics!

TARGET AUDIENCE – DIALOGUE PARTNERS Diversity and heterogeneity sex, age, education, culture, political setting, …

All ads up to individual pre-conceptions!

HOW TO DEAL WITH …

… well educated audiences… lay audiences… kids and young adults… elders and elite audiences

… nearly everyone

Be yourself – talk about what you are passionate about.

HOW TO DEAL WITH …… nearly everyone

Face to Face:- smile- use of active verbs- show cause-and-effect- link science to daily live- use a “vehicle” like exaggerated size or time (walk into a crystal or see the glaciers grow and shrink)- use a theme or overriding analogy- be specific rather than global

HOW TO DEAL WITH …… nearly everyone

Written communication:- use pictures (try to avoid graphs)- use of active verbs- show cause-and-effect- link science to daily live- use a “vehicle” like exaggerated size or time (walk into a crystal or see the glaciers grow and shrink)- use a theme or overriding analogy- be specific rather than global

HOW TO DEAL WITH …

… political decision makers?

Remember that there is a difference in policy and politics!

HOW TO DEAL WITH …

… political decision makers?

Try the “elevator pitch” - storytelling in less than 2 minutes!

1. Set your subject2. give it a twist/ build up curiosity3. explore and build up tension4. release the tension/ give options

and

but

therefore

HOW TO DEAL WITH …

R igh t t rough Tu rkey the re i s a boundary be tween two c rus ta l p la tes - Eu rope and As ia . A long th i s boundary , many Ea r thquakes occu r red in the l a s t decades – bu t no t i n I s tanbu l . Se i smo log i s t s f ea r , tha t the re m igh t be a g rea t one r igh t benea th I s tanbu l i n the nex t coup le o f year s , bu t they a re no t ab le to p red ic t exac t l y when and where . To m in im ize the impac t o f a g rea t Shake -up we deve lop new commun ica t ion and educat ion measures to ra i se the awareness o f the peop le o f I s tanbu l to be ready fo r the Quake to come .

1. Set your subject2. give it a twist/ build up curiosity3. explore and build up tension4. release the tension/ give options

HOW TO DEAL WITH …

R igh t t rough Tu rkey the re i s a boundary be tween two c rus ta l p l a tes - Eu rope and As ia . A l ong th i s boundary , many Ea r thquakes occu rred i n the l as t decades – but not i n I s tanbu l . Se i smo log i s t s f ea r , t ha t the re m igh t be a g rea t one r i gh t benea th I s tanbu l i n the nex t cou p le o f yea r s , bu t they a re no t ab le to p red i c t exac t l y when and whe re . To m in im ize the impac t o f a g rea t Shake -up we deve lop new commun ica t i on and educa t i on measu res to ra i se the awareness o f the peop le o f I s tanbu l t o be ready fo r the Quake to come .

1. Set your subject2. give it a twist/ build up curiosity3. explore and build up tension4. release the tension/ give options

HOW TO DEAL WITH …

R igh t t rough Tu rkey the re i s a boundary be tween two c rus ta l p la tes - Eu rope and As ia . A long th i s boundary , many Ea r thquakes occu r red in the l a s t decades – bu t no t i n I s tanbu l . Se i smo log i s t s f ea r , tha t the re m igh t be a g rea t one r igh t benea th I s tanbu l i n the nex t coup le o f year s , bu t they a re no t ab le to p red ic t exac t l y when and where . To m in im ize the impac t o f a g rea t Shake -up we deve lop new commun ica t ion and educat ion measures to ra i se the awareness o f the peop le o f I s tanbu l to be ready fo r the Quake to come .

1. Set your subject2. give it a twist/ build up curiosity3. explore and build up tension4. release the tension/ give options

HOW TO DEAL WITH …

R igh t t rough Tu rkey the re i s a boundary be tween two c rus ta l p la tes - Eu rope and As ia . A long th i s boundary , many Ea r thquakes occu r red in the l a s t decades – bu t no t i n I s tanbu l . Se i smo log i s t s f ea r , tha t the re m igh t be a g rea t one r igh t benea th I s tanbu l i n the nex t coup le o f year s , bu t they a re no t ab le to p red ic t exac t l y when and where . To m in im ize the impac t o f a g rea t Shake -up we deve lop new commun ica t ion and educat ion measures to ra i se the awareness o f the peop le o f I s tanbu l to be ready fo r the Quake to come .

1. Set your subject2. give it a twist/ build up curiosity3. explore and build up tension4. release the tension/ give options

HOW TO DEAL WITH …

… the media?

In an interview, you get asked questions. The reporter seeks a good story, so the best strategy is, to listen to the questions and to answer them in stead of give pre-prepared answers, that will not fit the questions.Nevertheless, be prepared! Only give interviews about topics you are familiar with.

HOW TO DEAL WITH …

… science communication?

Scientists have to realize, that Science could be divided into an objective element (doing science) and a subjective element (communicating science).

The Communication part is also divided into an objective part (the content) and an objective part (the style).

Communication workshops tend to focus on the two objective elements!

HOW TO DEAL WITH …

… science communication?

Scientific communication is about facts – public communication is about relevance!

RISK COMMUNICATION

Talking about risk or communicating within a risky situation?

Geoscience is talking about risk! This is different from mechanisms of PR-risk communication!

RISK COMMUNICATION

L’Aquilla 2009 is an example, where Scientists were pushed into risk communication.

Finally, it became an opportunity to debate about science integrity, the limits of science, and the relevance to conduct research as well as science communication.

RISK COMMUNICATION

Because the heart of a story is its tension, its drama, its conflict:

Critical issues and attacks to science provide one of the single most precious moments to tell a good story – this is even better than fighting back!

ORGANIZATIONAL Increase visibility supports education

(not yet fully used) Supports collaboration

(knowledge exchange) Supports „Grass root-Principle“ Fostering transparency –

leading to acceptance? (e.g. large scale technologies)

Fostering a dialog with „the public“

Media-Sharing (increase visibility by sharing videos, slides etc.)

Marketing of competency/excellence

Marketing of services (learn about new demands to tailor service portfolio)

Employee branding and Recruiting

Commercialization of research results and services

SOCIAL MEDIA STRATEGY @ FRAUNHOFER

Press and Media

Students, Young Scientists

Companies, Industry

Science Community

Politics, research funding

Employees

Twitter Quick response, fast information, Networking

Information, Career Service, Contacts

Networking, Information (Events)

Networking, Information (Events)

Information (Events, Projects)

Rapid response, fast information

Blogs Emotional and subjective topics, archive

Infotainment (blogs about daily work)

Information (Project-blogs), Dialog

Information (Project-blogs), Dialog

Information (Project-blogs), Dialog

Information, Knowledge transfer

Social Networking

Networking, Dialog

Image building, reception, Dialog

Networking, Dialog

Networking, Dialog

Networking, Dialog

Individual networking (partners, customers)

Media Sharing Background information for complex issues

Background information, knowledge transfer

Background information, competency

Background information, competency

Background information, competency

Information, knowledge transfer

Wiki Knowledge transfer, media agenda

Knowledge transfer

Knowledge transfer

Knowledge transfer, knowledge exchange

Knowledge transfer

Internal science management

INDIVIDUAL PERSPECTIVE Increase visibility Increase network

(decrease mesh-size) Increase quality Increase Indicators of

Excellency (Quotations, etc.) Faster publication Quick response and feedback

(both preprint and post publication review)

Global informal collaboration Skill-building (e.g. writing) No value in terms of

qualification (not yet) but strong influence on traditional scientific metrics (citation index, article downloads, etc.)

Initiate citizen science projects (www.scistarter.com)

Crowdfunding (www.kickstarter.com)

INDIVIDUAL PERSPECTIVE an active online presence may

directly impact a researcher’s credentials as measured through traditional metrics.

and there is Citizen Science and Swarm Intelligence

SOCIAL MEDIA STRATEGY

The difference between substance and style.Substance is what Stephen Hawking is talking about – style is his computer generated voice.

Scientists will automatically switch to listen to the substance – many audiences will get trapped by the style and will remembering Stephan Hawking as the wheel-chair guy with the funny voice.

PROACTIVE COMMUNICATION Do not wait to be contacted by

media outlets!

You do science because you are convinced of the impact of your field of research – say so!

Make it simple! Be prepared! Be authentic! Give short and positive

answers! Don’t pretend! Be available!

DRAWBACK - MEDIALIZATION

Medialization leads to the – reasonable – critique, that science has to stay science.

Medialization means, that internal processes within the media system become adopted by other systems, such as science. By applying criteria such as news values (the so called media logics) to research, one might fear, that only “attractive” science will get funded, that scientific standards will get degraded.

EVALUATION OF SCIENCE COMMUNICATION

BEST AND WORST APPROACHES The Climate Change Debate

At first, researchers reactions were to harsh. Science became awkward.

The Millennium Bug communication By not responding at all after the first publications

about a possible millennium bug, science became only a sidekick to the public debate.

The Intelligent Design Debate Reaching out to the guts (by using humorous

responses) paired with accuracy and good style bushed ID-advocates offside.

You are already communicating

just don’t be such a scientist.

Simon Schneider – Research Focus Earth Sciences – University Potsdam – Simon.Schneider@geoeducation.de