Kevin Billinghurst Senior Editor Communication and International Relations 0708-444-434 kb2@kth.se

1. Kevin BillinghurstSenior EditorCommunication and International Relations0708-444-434kb2@kth.se

2. Science values detail, precision, the impersonal, the technical, the lasting, facts, numbers and being right. Journalism values brevity, approximation, the personal, the colloquial, the immediate, stories, words and being right now. There are going to be tensions. —BBC science reporter Quentin Cooper 09/08/11 KTH Royal Institute of Technology • www.kth.se 8

3. FRAMES FOR SCIENCE-RELATED POLICY DEBATES •  Social progress: Quality of life, solving problems •  Economic competitiveness: Investments, etc. •  Morality/ethics: Right or wrong, crossing boundaries •  Scientific uncertainty: Invokes/undermines expert consensus •  Pandora’s box: Call for caution •  Public accountability: Public good or private interests? •  Middle way: Compromise between views 09/08/11 KTH Royal Institute of Technology • www.kth.se 8

5. Habits of Critical Readers Effective habits, of mind and of practice, are crucial to developing critical reading skills. A simple routine that works for you can make all the difference. Use a marking system. This is a note-taking/making scheme that you use consistently to mark-up or take notes on the paper that you are reading. It may include written notes in the paper’s margin, short summaries at the end of sections, stars/arrows/circles/numbers at key passages, color coded highlights, or Post-Its that designate main ideas, confusing sentences, evidence, unfamiliar words, etc. 09/08/11 KTH Royal Institute of Technology • www.kth.se 8

6. The Elevator Pitch

7. Different types of elevator pitchesOne size doesn’t fit all • Speaking to a group • One-on-one with a peer • One-on-one with a researcher in a different field • Non-scientists • Poster session • Media • Cocktail party

8. Before you startThink it through • Know what you're trying to achieve • Know your target • It’s not about you • Preparation is key • Solve a problem

9. The Golden Circle“Start With Why,” Simon Sinek

10. We make great computersThey’re beautifully designed and simple to useWanna buy one?

11. In everything we do, we challenge the status quo. We believe in thinking differently.We challenge the status quo by making products that are beautifully designedand simple to use.And we happen to make great computers.Wanna buy one?

12. Three Parts Feel free to disagree • Value proposition: Concrete benefits in terms anyone can understand • Scientific background in simple terms • Science for scientists outside your field 09/08/11 KTH Royal Institute of Technology • www.kth.se 2

13. Write a script “I would have written less but I didn’t have time” • Tell them what you’re gonna tell them; tell them; tell them what you told them • Write every word you plan to say: Not much more than 1 page • Write the way you speak, not the way you write • Time yourself, read aloud in natural tone & pace • Edit: Is this section, this phrase, this word necessary? • Fix grammar, learn pronunciation • Mark up script with cues • What one sentence do you want your audience to take away? 09/08/11 KTH Royal Institute of Technology • www.kth.se 9

14. Visuals A second channel into the listener’s brain • Make them remember what you said • Fewer words, more images • Images must be easily understood • Don’t speak any sentence that appears on the screen 09/08/11 KTH Royal Institute of Technology • www.kth.se 3

15. Delivery This is the hard part • Be natural. More or less formal? What works for you? • Be passionate. Believe your listers are interested and they will be • Memorize it if you can • Use bullet points if necessary • Reading from script is OK, but you need to practice 09/08/11 KTH Royal Institute of Technology • www.kth.se 8