Getting the Scientific Word Out: Fun or Frustration?

1. Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root

2. Getting the Scientific Word Out: Fun or Frustration? YES!!

3. 1. Personal Examples2. “Rules” of Public Speaking3. What can we do?

4. Examples • Root’s 2.5 Rule • Warnings from the Wild • Meta-Analysis

5. Root’s 2.5 Rule • News and Views • Australian Headline

6. Aldo Leopold Leadership Program • Training • On Camera • Hostile Interviewers • Practice

7. Warnings from the Wild • Provided a “hook” • Elizabeth Losey • “Talking-head” interview • Film on location

8. Warnings from the Wild • Provided a hook • Elizabeth Losey • “Talking-head” interview • Film on location

12. Warnings from the Wild • Provided a hook • Elizabeth Losey • Talking-head interview • Film on location

14. Meta-Analysis

15. Meta-Analysis • Front Page of NYTimes • New twist on “old” story

16. Meta-Analysis • Front Page of NYTimes • New twist on “old” story • Empirical rather than theoretical

17. Meta-Analysis • Front Page of NYTimes • New twist on “old” story • Empirical rather than theoretical • Slow news day

18. Meta-Analysis • Front page of ~70 major newspapers in US • NYTimes

19. Meta-Analysis • NBC Nightly News “President Bush may not believe in global warming, but the plants and animals do!”—Tom Brokaw

20. Personal Examples • 2. “Rules” of Public Speaking • What can we do?

21. “Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately

22. Public Understanding of Science (1988)

23. Public Understanding of Science (1988)

24. Public Understanding of Science (1988)

25. Public Understanding of Science (1988)

26. Public Understanding of Science (1988)

27. Public Understanding of Science (1988)

28. “Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately

29. “Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately

31. “Rules” for Public Speaking • Know your audience • Know your biases • Don’t distort science with values • Defend values separately

32. So, What to do? • Maintain credibility • Careful what you say • Return calls promptly • Spend 15 minutes “training” journalist in your work

33. So, What to do? • Ask to see the article before publication • Establish relationships with journalists • Actions will be looked down on by colleagues

34. 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”

35. Most Importantly Have Fun!

36. 1. Personal Examples2. “Rules” of Public Speaking3. Difference in Science and Media “Cultures”4. What can we do?

37. Details Important (caveats) Value-free Work Speak Jargon Time & Space Limited Freq. Set in Context of Values Jargon-free Science & Media

38. 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

39. Research takes time Concentrate on unknown Deadlines are short (return calls quickly) Concentrate on known Science & Media

40. 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