The science of communicating science

art The scienceof communicating science Xavier Kirchner FCRI – IMAE Program, Director Jaume Vilalta TVC – QuèQuiCom Program , Director June 2008

Showing our cardsThe three simple messages 1 Not appearing in the press should not be an option for a scientist Journalist play their part but they play on the scientists’ side TV has its own rulesYou may as well follow them 2 3

Why are we here?Scientists – journalists a love-hate story What is our role in the game? What are we looking for?

The hate story Why is there a gap between “news generators” and “news broadcasters”?

Scientist? We have very little social presence Trivialities and banalities are news, why aren’t really important things? Journalists have no idea about science … they don’t really make the effort to understand our explanations and they usually make mistakes

Journalists? We get worried about audience … … who cares about science and scientists? In any case, when something really important happens, we publish it Small achievements are not news items They are always late when reporting news It is too complicated … … let’s leave it for the specialized press

… the world from the other angle • There are architects, doctors and lawyers who are “media stars”;Being in science is really important but why aren’t there any media scientists? • Scientists are difficult to get, they are always “too busy” to talk to journalists

Love story (of convenience) Two players that need each other?

The interdependence diagram(cynical view) $ Votes Politicians(Society, Decision makers, …) Research Science Media $ ? This is what we are talking about Advertising Audience

Media is us (today) Science is our future

Surviving and evolving is a matter of adapting Have scientists and scientific institutions adapted to the Information Society?

? Why? (adapt – to appear in the media) • To get known, to get recognition • To get more money • To be able to defend ourselves …… to be able to attack others • To “pay tax” and be able to keep working • To give back to society • … helping to make it more intelligent and more perceptive • Somebody (a boss) asked me to do it …

? US "Gnothi seauton“(Know yourself – Socrates) Strengths Weaknesses Objectives: What to explain? Why? THE OTHER Know the context Opportunities Threats Know the rules Riding a bicycle is not the same as riding a horse How? (to adapt)A matter of understanding

Knowing the rulesWhat do journalists need? • To fill a newscast or a program • To do it cheaply and quickly • To give the news and get attention • Not to be left behind • To be able to repeat what others say • To get celebrities or charismatic characters who communicate well

Knowing the rulesIs what I did a piece of news? News “new” • A piece of news is … … a novel breach in the order of things susceptible to becoming a reference point for a community News change “permanent” & important Target context

“...reference point for a community” Clearly define the target community …… and do not lose focus The wider the community, the larger the step If the step is large enoughit is understandable If it is not understandableit is not large enough The shorter “the distance”, the larger the impact and the significance

! Don’t let the lack of communication skills spoil a good news item Scientists are and may be shown as interesting people There is life beyond the news reports … … but it needs a context Not everything scientists do is a piece of news … … but … … most of the things that scientists achieve have a great impact on people’s lives … It's a matter of communication Could what I did / have done / do be a piece of news?

Moving on Zooming into the 3Ws: What, HoW and Who

? What New Close Subject Character Unique It's a matter of communication Or it could be shown like that

? HowSex, lies & videotapes Conflict  Situation Dialectics – Disagreement – Fight Protagonist – Antagonist Discovery  Process Exploring with new eyes Participation It's a matter of communication Envelope Story Boost Two ways of engagingthe audience

? WhoTwo ways to get attention You are the news You are the character If you are the character you have the right to generate news “per se”

A character who wants to communicate, does communicate It's a matter of communication Branding

Rivalries reinforce characters It's a matter of communication Differences generate interest

You can be respected even if you talk about complex subjects

The power of overcoming difficulties • Personal testimonies endorse messagesand get attention

People identifies with challengerseither “anonymous” …

People identifies with challengers… or with a well known name

The power of love A powerful Who can help any What&HoW

* COLD FACTS could be boring(and/or tough) Specially if they are slow or difficult to visualize WARM PEOPLE are always interesting Don’t commit the sin of modesty, … get out of the closet, … but with something to say It's a matter of communication Facts are from Mars (or even Saturn), people are from Venus Much betterif you are the news

Good castingKey factor for success • Not the wisest, not the savviest … The best communicator • Bosses can do well, … OR NOT • Being engaged with the subject passion helps to transmit love • When you are the character you have to perform

You know how to whistle, don’t you?Just put your lips together - and blow • You are the character  you have to perform • Get out of the lab, out of the office • Make pictures • Use your hands • Use what you have on hand • Film what you do and film yourself • Make mock-ups / do experiments • Don’t be shy …a “second take” is always an option

J Passion for communicating • Enter the heart to get into the brain • Be honest, be sincere, be yourself • Forget stereotypes, forget patterns • Don’t imitate

A scientist who communicatesis not doing scienceCommunication strategies go first • Avoid “Pangea’s syndrome” • Lose your fear of making a fool of yourself • Simplifying does not mean devaluing

# Love & Communication takes twoMessages: Focused, clear and loud News  target audience Audience  people People  “level” What is the “right level”? Very intelligent13 year-old student How science impacts his/her life and his/her community?

How to ride a horseGetting adapted to TV Some recipes for success

Knowing “the other” - 1TV dumb box & magic lantern A picture is worth a thousand words. (some of them not intentionally) … but very few ideas It's a matter of … TV   Communicating Science select & renounce

Knowing “the other” - 2One team, one success • Participating in a TV program meansbecoming a member of a team • Accept sharing your experience with the other team members knowledge • A common objective: to succeed • Your success is their success • Their success is your success • Journalists play on your side

Tangible Human scale Sizable in € Intangible Too big, too little “Invisible” Hidden Abstract Actions It's a matter of … TV A concept is a concept, is a concept • Metaphors, analogies • Using words (and drawings, and analogies, but they are useless without words). From real situations  to general concepts Never the opposite

1 One idea per programKeeping focus  holding attention • What matters is the result • not the way • not the method • Transmitting knowledge is not building knowledge • The path is full of traps, don’t fall into them • experimental processes • Amusing anecdotes… • KEEP FOCUSED ! 

From phenomena to explanationsDon’t start by building the roof first • Start near the ground, telling stories … • Don’t start formulating prouncements • Always go • from the example to the concept • from what is particular to what is general

You do not paint the final picturePutting the puzzle together is somebody else’s role • Somebody will have to summarize,  it will be better if you do it or better if you help with it • Make the editor’s job easier and your time & effort useful: speak clearly • don’t use subordinates • don’t use long sentences • don’t use too technical words …… or explain them 

Working with journalists Journalists are human too…

Your team to get to “your fans” With a little helpfrom your friends:Professionals who help you to communicate well

Circuit road blocks Bad communication between scientists and their press office no communication at all delays The press office blocks direct communication between scientist and journalists Scientist do not dedicate enough time

Preparing the work of the team Anticipate the news Allow the journalists to follow the process Document the steps Get permission and image rights Prepare a clear and understandable dossier

… and then, the audience opens the oven …

We have success when the audience is able to explain what they have seen to their neighbors and friends “There is nothing true that cannot be explained in simple words” Cristian Ruiz i Altaba

Thank you! Now let’s talk Jaume Vilalta <jvilalta.b@tv3.cat> Xavier Kirchner <xavier@kirchner.cat>

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The science of communicating science