Communication and Argument The Most Important Scientific Skills Kevin M. Folta

1. Communication and Argument The Most Important Scientific Skills Kevin M. Folta Associate Professor and Chairman Horticultural Sciences Department kfolta@ufl.edu kfolta.blogspot.com @kevinfolta

2. Communication in Seminars and job talks Creating an argument Applications and interviews Developing distinction, and branding Early career advice

3. Communication Skills for Scientists Problem 1WHO CARES?We’re scientists, not performers. Everyone expects a dull presentation about subject matter with limited appeal. Problem 2 – Science is communicated as a written tradition. The field wants facts, not hype. Over-interpretation and sensationalism are not favorable. HOWEVER – You might notice that some of the most recognized scientists are also communicators. They promote and effectively share their innovations and inventions. A good scientist is an effective: Actor Advertising agent Public relations expert Psychologist it.

4. The Goal is Communication. This is a two-way exchange involving psychology, psychiatry, anthropology, sociology, and ethology A good speaker is an outstanding listener A good speaker is sensitive to obvious feedback A good speaker is sensitive to subtle feedback It is not a monolog It is not the “all about you” show. It is a time to share ideas. These are rare opportunities, a chance to make an impression

5. PRESENTATION and CONTENT What can an audience learn about you and your project, even if they have no idea what you are talking about?

6. Seminars and Job Talks: You get the call to present you work… now what? • The quality of a presentation is proportional to the time of preparation • Know your audience -- • A. Respect for audience-- You don’t want to talk over their heads or below • their abilities • Good presentations can satisfy a diverse audience. • Know who is likely to be there and acknowledge their findings when appropriate. Can you make your topic relate better? A. Tie in with others in the session B. Tie in with others in the institution C. Tie in with high-profile work

7. Day of Presentation When does your presentation start? Know the formats for media used Know the software if you have embedded images/movies Go up and learn the stage or presentation area. Learn the remote and laser pointer. Bring one with you if job presentation or interview!

8. Presentation Content Management How much time do you have? Shoot for 1 slide/minute When does your presentation start? Know how to start!!! Thanks the organizers? The First Four Minutes are Critical! – the 4 minute time point defines the difference between levels of interpersonal communication. < 4 min = acquaintance > 4 min = higher level of interest and involvement

9. PREVIEW / REVIEW “To communicate scientific information effectively and maintain the attention of your audience, adhere to the old rule: ‘Tell 'em what you're gonna tell 'em, then tell 'em, then tell 'em what you've told 'em.’ “ Robert R.H. Anholt The Scientist 8[24]:22, Dec. 12, 1994

10. Showing Slides If they are reading the slide, they are not listening to you. If you put data in front of scientists they will start to interpret it. You need to lead that discussion Take time to introduce the data presented (axes, units, etc)

11. If they are reading the slide, they are not listening to you. If you put data in front of scientists they will start to interpret it. You need to lead that discussion Take time to introduce the data presented (axes, units, etc)

12. Don’t jam everything you know on one slide. A NOTE ON POWERPOINT SPECIAL EFFECTS

13. Organization: Results-- You must show the data! If you cannot show the actual data then it is best left out. Summary – Review what the content of the presentation Conclusion – Complete your presentation and try to again emphasize its relevance and significance. ****Know how you will end and practice it!!!**** -- Strive for a sense of closure -- Invite questions “… and with that I would be happy to try to answer your questions” LEAVE TIME FOR QUESTIONS! This is an opportunity to interact directly with your audience. This is when your presentation becomes even more personal. Take advantage of this.

14. Answering questions • Repeat the question so that everyone can hear it • The speaker is in control– if it will be a long answer or you wish to discuss it later, do so. • It is ok to say, “I have no idea, but I’ll look into it”. • Do not ever invalidate the importance of a question, even if it’s stupid. • Enjoy the opportunity to say nothing. • Listen to the question!

15. Word Usage Words used in a scientific presentation can have important impacts on credibility. Use this to your advantage! IT IS A… IT IS NOT A…. Problem Disagreement Objection Shortcoming Challenge Others interpret this differently Area of concern and further attention An opportunity for further analysis Use forward-looking, optimistic language whenever you can!

16. Word Usage Make sure you remember what your job is as a research scientist. You are a hypothesis tester and data interpreter.

17. Non-Verbal Communication "We learn most about the meaning of nonverbal messages by studying them in relationship to verbal messages. Essentially, a nonverbal message functions in one of three ways: It replaces, reinforces, or contradicts a verbal message." (Tubbs & Moss, Human Communication, p. 104) Some believe that 90% of meaning comes form non-verbal communication “total feeling = 7% verbal feeling + 38% vocal feeling + 55% facial feeling“ (Mehrabian, 1971) Some researchers suggest that non-verbal communication tells more about the speaker’s true attitude and feelings than does verbal behavior.

18. KINESICS: communicating with the body Kinesic behavior is most useful for establishing credibility and supporting other evidence– (Zenin, 1972) Immediacy– open posture, body leaning, “open gestures” Power– walking upright, sweeping gestures, establish credibility and dominance

19. PROXEMICS -- communicating through the use of space Several “zones”– scientific communication is almost exclusively in the "public zone" Manipulating proxemics can be an effective way to enhance communication, as few use it to it’s potential. Can you make a “public zone” a “social zone”? Applied to science presentation-- this is a very effective tool that can be used to emphasize an important point. Manipulation of Proxemics Television – Theatre--

20. ARTIFACTS– What your stuff says about you. Almost always are distracting and take away from meaning. Can affect credibility. Make wise decisions. Studies show that if someone is dressed in a suit others will follow across an intersection with a “Do Not Walk” sign, but will not follow a person dressed in dirty, torn clothes.

21. Stance/Posture -- How do you use podium? How do you hold scripted work? Leaning and Resting– Direct energy transfer to object– don’t do this! Gestures – Are they distracting or used appropriately for emphasis? -- gestures should be in the “gesture bubble” -- know your audience at international meetings! Always face the audience! Facial Expression -- Is it positive, yet appropriate? Eye Contact – Strong contact with individuals, not “scanning” or hiding.

22. PARALANGUAGE: Not what is said, but how it is said Rate– speed does not equal energy! Volume – Important to vary during the course of a presentation. Use of pause – Can be very powerful if used appropriately. Don’t be afraid to give the audience a chance to stop and think. Silence is golden! Vocal Quality-- emotional quality of voice nervous, bored excited, etc. Articulation and Pronunciation – Small problems become obvious, affects credibility Fluency – “vocalized pauses”. Frequently related to rate. HUMOR– The use of humor correlates with confidence. Use it. Do not OVERDO it!

23. Public Speaking Anxiety Never let nerves detract from the quality and content of your presentation. Anxiety must not hinder communication. • Practice “It takes three weeks to practice a good ad-lib speech.” -Mark Twain A. Use a video camera to tape your performance. B. Practice early and often with faculty, others. C. Do not try to practice the day of the talk. 2. Visualization Run through the scenario in your head. Know what to anticipate • Remind yourself of who your audience is. They would not be there if they did not care or were uninterested. You only do them a disservice by letting nervous energy cloud your important message.

24. Some things you can control, some you cannot. Control the things you can control, don’t let the things you can’t detract from your message. If you can, use them to your advantage! -- space shuttle -- ASPB 2001 -- Tourette’s

25. Some things you can control, some you cannot. Control the things you can control, don’t let the things you can’t detract from your message. If you can, use them to your advantage! -- space shuttle -- ASPB 2001 -- Tourette’s

26. Communication in Seminars and job talks Creating an argument Applications and interviews Developing distinction, and branding Early career advice

27. Creating an Argument Trying to compel the listener to take action Grant proposals, job seminars, even normal research seminars PROBLEM A. Evidence EFFECTS B. Evidence SOLUTION(s) C. Here’s what you can do.

28. Monroe’s Motivated Sequence Insert hypothesis and experiments here.

29. Grant Writing As much a communications exercise as a scientific one. You are one in the pile… Tell the story… Don’t bombard reader with data Frame it as a problem to solve, and hypothesis to test.

30. Grant Writing Never let it leave without a “halo” NO typos. Finish in under the page allotment Don’t jam in the text Figures clear and simple Include citations in text, not with little numbers proposal proposal

31. Grant Writing Some things I do: Do not use a “throw away” title If possible, add a telling graphic to the Summary Avoid heavy statistics in Introduction- soften. Tell the story. Citation? Counterarguments – show them your soft spots and defend them -- eliminate options for them to have an “easy out”

32. Grant Writing Again, control the things you can control, take pride in a beautiful piece of work you know is going to probably be unfunded. These days, to come back with a rating of “highly meritorious” or “outstanding” is a true victory.

33. Communication in Seminars and job talks Creating an argument Applications and interviews Developing distinction, and branding Early career advice

34. Applications and interviews NEVER go generic with an application Know what your PD mentors will allow you to take with you. Offer to provide a CV or highlight accomplishments you want in reference letters (especially points of distinction) Remember to make an argument Show how your skills satisfy needs for THEM. Remember the halo. Originality wins.

35. Applications and interviews • A winning interview philosophy • phone • in person • What does the committee want? • Show them you already did it.

36. Communication in Seminars and job talks Creating an argument Applications and interviews Developing distinction, and branding Early career advice

37. Developing Distinction What can you do to now to separate yourself from the others? Your Work Conferences Develop a website to make it simple Press releases Contact websites with proposals Proactive Efforts Review manuscripts Find a grant deadline to write for Offer to generate a scholarly review Pursue travel grants Side projects with little PI impact

38. Developing Distinction What can you do to now to separate yourself from the others? Extracurriculars Popular articles for websites Science blogging Podcast Mentoring Community science organization Awards

39. Developing Distinction • Claim your electronic real estate!!! NOW. • Get your name in a URL • Get a Twitter handle, others • Find your blog space, write often • Maintain a professional website of your work

40. Communication in Seminars and job talks Creating an argument Applications and interviews Developing distinction, and branding Early career advice

41. Early Career Advice in a Challenging Time • Universities are in a buyer’s market • Startup packages are scary low • Lower funding rates • Higher bar for publication • Higher costs of student support • Older students and postdocs • Low-hanging fruits are few and far between • Increasingly difficult to find your niche

42. My Ten Commandmentsor my strongly advisable recommendations • If it’s stupid, and it works, it’s not stupid • Write everyday • If you don’t ask, you don’t get • Measure twice, cut once • It is better to have it and not need it, then to need it and not have it • You are the captain of your own ship • Second place is the first loser • Don’t sacrifice good enough for better • It takes money to make money • Crisis and opportunity are intertwined • Luck is the residue of proper design and hard work • Surround yourself with people that like you and know CPR • Deliver more than you promise

43. You Don’t Ask, You Don’t GetYou need to learn to be pro-active, anticipatory and assertive • Others may neglect your needs because they are personally overburdened • Nobody will or should share your urgency • Suppliers have programs to get you what you need • Your department chair, deans • Colleagues have connections- make sure you use them • Connections for federal panels • Connections for editorial/review duties • Collaborative opportunities • Service lite

44. Get It in WritingThe basis of no bad feelings • Administration- Space, personnel, etc. • Expectations- T&P etc. • Students- When their appointments will end; expectations therein • Collaborators- Clarify deadlines and timelines; expectations and how costs will be distributed within a consortium • Keep in mind that most agreements are easily disregarded

45. Develop Your ProgramSeek National and International Distinction • Avoid piling on to a hot trend • Develop an expertise that may be applied to a hot topic • Develop a unique research track where you can be recognized as the expert • Think about how what you know can be applied to a local problem– relevance! • Try to develop a hybrid basic-applied program

46. Tenure-Schmenure. • Play to your strengths, do your science • Avoid developing a program that “checks the boxes” • Work like your pants are on fire • Find a mentoring committee and meet annually. Ensure that they prepare an annual report to address strengths and weaknesses.

47. Overcommitment • If you do a good job, you’ll get to do it again. And again. • It is easy to gain a reputation of being “surfacy” • Don’t fail to meet obligations • Avoid “opportunities” that are really hindrances • Avoid ego-centric choices • It is okay, if not essential, to say no

48. Develop and Refine a Positive Reputation • Share • Participate • Freely disseminate information and data • Become an active part of a community • Don’t fear getting scooped. Get the work done.

49. Communication in Seminars and job talks Creating an argument Applications and interviews Developing distinction, and branding Early career advice

50. Conclusion Don’t always be a scientist, tell a story, communicate Use every opportunity to develop ways of distinguishing yourself from your peers Use all of the opportunities you have to share your science