Writing for the general public

1. Writing for the general public Massimiliano Razzano Università di Pisa & INFN-PisaUGIS & SWIMMUSE General MeetingPisa, 29 September 2016

2. Do we need a to write? “...nine daughters begotten by great Zeus, Cleio and Euterpe, Thaleia, Melpomene Terpsichore, and Erato and Polyhymnia and Urania and Calliope , who is the chiefest of them all” (Hesiod, Theogony, II , 76-79)

4. The science communication process

5. Communication? The message should arrive!

6. Who are you? Scientist vs Journalist Scientist that writes/does outreach Science journalist

7. The (scientist) writer • Is a scientist, who writes • Is “the expert” • Writes mainly on her/his field • Mainly books, but also articles, radio, TV • Minor activity She/he is mainly a scientist (it is our case here!)

8. Carl Sagan Stephen Hawking, Brian Cox, etc…

9. The science journalist • Is a journalist that writes on science (and the rest) • Usually it is not a scientist • Professional journalistic career/formation • Mainly stories, books • Writing it is the main activity She/he is mainly a journalist

10. The audience“who you are talking to?”

11. Who are you talking to ? • How would you explain a neutrino to: • A school kid • Your neighbour • A fellow (non physicist) researcher • etc… Knowing your audience is crucial ! • Other scientists • General public • Politicians and/or funding agencies • School • Journalists

12. Know your audience !

13. Know the audience ! Americans+Facebook

14. The audience • Scientist • -Other scientists • -Committees • -Politicians • Journalist/science writer • -Readers (various kinds, from kids to adults • -Different backgrounds and educations • -Other journalists (interview/press release)

15. The “location”“where are you writing?”

16. Science journals vs magazines • Science magazine • General science (some exceptions) • Style: informative, creative and “catchy” • Timeline different: news/stories can be written in <hours • Newspapers (NYT, Times) • High-level general (Scientific American) • Broad audience general (Focus, etc…) • Specialistic (Sky & Telescope, etc…)

17. Writing: magazines

18. A key point: The message“what is important?”

19. Is your news “sexy”? • A.k.a. newsworthyness • For a science paper, the key is a scientific advance (discovery, new measurement, etc) • For a news/outreach text, it depends: • on the audience • on the magazine • paper or online?

20. Catchy Titles for scientists

21. Catchy for the rest of the world

22. Titles, titles, titles

23. The content“what are you writing?”

24. Paper vs story • Some similar points • Perform an initial research • Look for sources • Present different points of view • But... • Need to validate sources • No need to do original research • Very tight schedule (it's the market..) • Need to catch the reader, always!

25. What comes first?

26. Some small tips to keep in mind... • Oriented to the readers • Has to be clear • Has to be simple • Tell, inform, engage, shock, amuse • Different from creative writing • Although, you can use some help • Various forms • Short shorty/news • Long/featured story • Comment • Review Again…the target is the reader

27. Basic structure Title/head Subhead Lead

28. Try it ! • Write a text on the same subject, but… ...on a full page (e.g. 4000 characters) ...on 2 paragraphs (e.g. 2000 characters) ...on a couple of lines (500 paragraphs) If it is on a poster, what would you change?

29. The KISS Principle 03/03/16

30. Seven C of Communication* • Correct • - Don’t add weight… • Clear • -Find an honest critic • Concise • - Don’t make me wonder, don’t make me wait • Comprehensive • - Q&A • Compelling • - Photos, animations, etc… • Concrete • - Examples! • Concentrated • Your job is outreach. So reach out. Call us *R.R. Britt, Senior Science Writer @SPACE.com

31. And the famous 5 Ws of journalism • Start with a “hook” • The 5 Ws • Who? (did the research) • What? (is the result) • Where? (was done) • Why? (is important) • When? (was done/published) • (How?) – possibly in the background

32. The famous 5 Ws

33. The famous 5 Ws

34. The famous 5 Ws

35. Do you want to start a blog? • Oriented to the readers • Has to be clear • From “weblog” • Offers an “expert” point of view • On researcher’s life • On a science field • On pratical tips (e.g. computing, cooking) • Writing style • Informal • Diary form • Periodic (hopefully) • Interaction with readers/followers • Interaction with social networks

36. Preposterous Universe

37. Bad Astronomy “Bad Astronomy”

38. Quantum Diaries (2005)

39. Too many things to remember?Start with the rule #1:

40. Too many things to remember?Start with the rule #1: Think about your reader !

41. Thanks for your attention!massimiliano.razzano@pi.infn.it@maxrazzano

43. What if…...i have to write an (outreach) poster?

44. TOO MANY FONTS! http://b2bstorytelling.files.wordpress.com/2013/09/fonts.jpg

45. USE 2 or 3 GREAT FONTS

46. Which one? http://www.slideshare.net/mikejeffs/how-to-create-great-slides-for-presentations

47. Other good fonts http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest

48. Other good fonts http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest

49. Other good fonts http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest

50. ..and some worst… http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest