ices pices 2012 communicating science - martin pastoors

8/2/2019 ICES PICES 2012 Communicating Science - Martin Pastoors

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Communicating scienceMartin Pastoors

ICES/PICES Young Scientists Conference, Mallorca, 24 April 2012


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Credits

Kristian TelekiVice President SeaWeb

Sarah KraakUniversity College Cork
http://www.ucc.ie/


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What is the issue with science?

Cartoon by Ian McGee (1997)


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Science Society

Bottom line

So What?

Background

Finding

Finding

SupportingDetail


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How we like to think about ourselves

People are rational

We always make

conscious decisions

We are self-

determining individuals

We are clever

and intellectual


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So information would simply flow ...


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Traditional science communication


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The Truth

There is no rational

wo/man.

Most behaviour is

unconscious.

Were influenced mainly

by those around us.

We are social !

Even scientists.


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Know your audience


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Why me, why

this, why now


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Make choices how you

deliver your message


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1. Dont do this 2. Power of image

4. Think journalist 5. Best practices

3. Just five slides

6. Summing up

Your shopping cart for today


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Dont do this

Some observations at the ICES Annual Science

Conference 2010, Nantes


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Things to hate aboutcommunications


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Being unnecessarily

complicated


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Nagging people


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Absence of a clear

story


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Being boring


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The power of images


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(1984) Afghan Girl , Steve McCurry


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SeaWeb PhotoBank


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Images provide forASSOCIATIONS

Learning


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Telling stories with images:

practical

Can I find 11 volunteers who will speak 20

seconds each?


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Images are powerful:

use them!


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First five slides method

1 2 3 4 5

Cliff Atkinson: Beyond Bullet Points


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1Waar, wanneer?

What is the context (where, when)

Research funding is gettingrestricted due to economic

situation.


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Waar, wanneer?

Relevance for the audience (you!)2

Young scientists need tobetter sell their research

findings to attract funding.


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3Waar, wanneer?

What challenge do I face?

Scientist are not trained verywell in communication.


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4Waar, wanneer?

Where do I want to be?

Become an effectivecommunicator on my

scientific results.


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5Waar, wanneer?

How do we get there? Three messages

1. Focus on the message2. Use the power of image

3. Think like a journalist


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Full story in 5 steps
http://images.google.nl/imgres?imgurl=http://www.magicunlimited.com/Hollywood%20Live%20Logo.jpg&imgrefurl=http://www.magicunlimited.com/hollywoodlivetheshow.htm&h=946&w=1004&sz=146&hl=nl&start=9&tbnid=q9XbHKlr5Jk8OM:&tbnh=140&tbnw=149&prev=/images?q=movie+hollywood&imgsz=xxlarge&gbv=2&svnum=10&hl=nl


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Think like a journalist


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Curious

Analytical

Skeptical

Motivated

Competitive

Common grounds


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Experts and journalists have A LOT incommon in their search for

knowledge

and NOTHING in common when

reporting their results.


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Science & Journalist

Bottom line

So What?

Background

Finding

Finding

SupportingDetail


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A compelling STORY

Ability to explain so what?

Ability to be concise, to the point

Connections to more sources

Relevant, timely responses to inquiries

What journalists need from you


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Stories packaged in a message box

Benefits?

Problems?

Solutions?

So What?Issue


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Myers and Worm, 2003

How did they turnthe analysis of

abundance ofpredatory fish into acompelling storythat spurred people

to action?


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So What?

Threathensfunctioning of

ocean

ecosystems

Problems?Overfishing removed 90% of

large fish

Solutions?Fishing effort needs to be

reduced

Benefits?

Maintaineconomic and

ecological

value in future


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Think like a journalist when

presenting your findings


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Best practices

( 6 8 rules )

Rule 1: Not more than three messages


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Rule 1: Not more than three messages.

More is confusing

Rule 2: Messages are reinforced by


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Rule 2: Messages are reinforced by

images, statistics and anecdotes


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Rule 3: repeat messages often


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Rule 4: Be personal


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Rule 5: address the audience


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Rule 6: Self explanatory

Rule 7: Messages take time to create


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Rule 7: Messages take time to create.

Dont rush the process

Rule 8: Consistent messages


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Rule 8: Consistent messages

in all your communications


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Summing up


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Message

Message

Message


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SeaWeb PhotoBank


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Try the first 5 slides method

1 2 3 4 5


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Science & Society

Bottom line

So What?

Background

Finding

Finding

SupportingDetail


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Communication leads to community,

that is, to understanding, intimacy and

mutual valuing.

Rollo May


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[email protected]

ices pices 2012 communicating science - martin pastoors

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