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Getting the Scientific Word Out: Fun or Frustration?. Biocomplexity LWI/CC October 4, 2003 Terry L. Root. Getting the Scientific Word Out: Fun or Frustration?. YES!!. 1. Personal Examples 2. “Rules” of Public Speaking 3. What can we do?. Examples. Root’s 2.5 Rule
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Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root
1. Personal Examples2. “Rules” of Public Speaking3. What can we do?
Examples • Root’s 2.5 Rule • Warnings from the Wild • Meta-Analysis
Root’s 2.5 Rule • News and Views • Australian Headline
Aldo Leopold Leadership Program • Training • On Camera • Hostile Interviewers • Practice
Warnings from the Wild • Provided a “hook” • Elizabeth Losey • “Talking-head” interview • Film on location
Warnings from the Wild • Provided a hook • Elizabeth Losey • “Talking-head” interview • Film on location
Warnings from the Wild • Provided a hook • Elizabeth Losey • Talking-head interview • Film on location
Meta-Analysis • Front Page of NYTimes • New twist on “old” story
Meta-Analysis • Front Page of NYTimes • New twist on “old” story • Empirical rather than theoretical
Meta-Analysis • Front Page of NYTimes • New twist on “old” story • Empirical rather than theoretical • Slow news day
Meta-Analysis • Front page of ~70 major newspapers in US • NYTimes
Meta-Analysis • NBC Nightly News “President Bush may not believe in global warming, but the plants and animals do!”—Tom Brokaw
Personal Examples • 2. “Rules” of Public Speaking • What can we do?
“Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately
“Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately
“Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately
“Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately
So, What to do? • Maintain credibility • Careful what you say • Return calls promptly • Spend 15 minutes “training” journalist in your work
So, What to do? • Ask to see the article before publication • Establish relationships with journalists • Actions will be looked down on by colleagues
So, What to do? • Develop 15 sec, 30 sec, 1 min, 3 min sound bites • Use metaphors • Use humor • When you don’t know, don’t “wing it”
Most Importantly Have Fun!
1. Personal Examples2. “Rules” of Public Speaking3. Difference in Science and Media “Cultures”4. What can we do?
Details Important (caveats) Value-free Work Speak Jargon Time & Space Limited Freq. Set in Context of Values Jargon-free Science & Media
Don’t know what makes a “good story” Must be 95% sure Don’t understand cost to scientists Opinions from knowledgeable scientists OK Science & Media
Research takes time Concentrate on unknown Deadlines are short (return calls quickly) Concentrate on known Science & Media
Goal to “find the truth” Work on small part of problems Goal to get an audience (e.g., sell papers) Want the BIG picture Science & Media