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Communicating scienceMartin Pastoors
ICES/PICES Young Scientists Conference, Mallorca, 24 April 2012
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Credits
Kristian TelekiVice President SeaWeb
Sarah KraakUniversity College Cork
http://www.ucc.ie/8/2/2019 ICES PICES 2012 Communicating Science - Martin Pastoors
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What is the issue with science?
Cartoon by Ian McGee (1997)
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Science Society
Bottom line
So What?
Background
Finding
Finding
SupportingDetail
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How we like to think about ourselves
People are rational
We always make
conscious decisions
We are self-
determining individuals
We are clever
and intellectual
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So information would simply flow ...
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Traditional science communication
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The Truth
There is no rational
wo/man.
Most behaviour is
unconscious.
Were influenced mainly
by those around us.
We are social !
Even scientists.
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Know your audience
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Why me, why
this, why now
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Make choices how you
deliver your message
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1. Dont do this 2. Power of image
4. Think journalist 5. Best practices
3. Just five slides
6. Summing up
Your shopping cart for today
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Dont do this
Some observations at the ICES Annual Science
Conference 2010, Nantes
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Things to hate aboutcommunications
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Being unnecessarily
complicated
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Nagging people
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Absence of a clear
story
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Being boring
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The power of images
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(1984) Afghan Girl , Steve McCurry
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SeaWeb PhotoBank
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Images provide forASSOCIATIONS
Learning
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Telling stories with images:
practical
Can I find 11 volunteers who will speak 20
seconds each?
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Images are powerful:
use them!
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First five slides method
1 2 3 4 5
Cliff Atkinson: Beyond Bullet Points
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1Waar, wanneer?
What is the context (where, when)
Research funding is gettingrestricted due to economic
situation.
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Waar, wanneer?
Relevance for the audience (you!)2
Young scientists need tobetter sell their research
findings to attract funding.
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3Waar, wanneer?
What challenge do I face?
Scientist are not trained verywell in communication.
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4Waar, wanneer?
Where do I want to be?
Become an effectivecommunicator on my
scientific results.
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5Waar, wanneer?
How do we get there? Three messages
1. Focus on the message2. Use the power of image
3. Think like a journalist
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Full story in 5 steps
http://images.google.nl/imgres?imgurl=http://www.magicunlimited.com/Hollywood%20Live%20Logo.jpg&imgrefurl=http://www.magicunlimited.com/hollywoodlivetheshow.htm&h=946&w=1004&sz=146&hl=nl&start=9&tbnid=q9XbHKlr5Jk8OM:&tbnh=140&tbnw=149&prev=/images?q=movie+hollywood&imgsz=xxlarge&gbv=2&svnum=10&hl=nl8/2/2019 ICES PICES 2012 Communicating Science - Martin Pastoors
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Think like a journalist
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Curious
Analytical
Skeptical
Motivated
Competitive
Common grounds
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Experts and journalists have A LOT incommon in their search for
knowledge
and NOTHING in common when
reporting their results.
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Science & Journalist
Bottom line
So What?
Background
Finding
Finding
SupportingDetail
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A compelling STORY
Ability to explain so what?
Ability to be concise, to the point
Connections to more sources
Relevant, timely responses to inquiries
What journalists need from you
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Stories packaged in a message box
Benefits?
Problems?
Solutions?
So What?Issue
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Myers and Worm, 2003
How did they turnthe analysis of
abundance ofpredatory fish into acompelling storythat spurred people
to action?
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So What?
Threathensfunctioning of
ocean
ecosystems
Problems?Overfishing removed 90% of
large fish
Solutions?Fishing effort needs to be
reduced
Benefits?
Maintaineconomic and
ecological
value in future
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Think like a journalist when
presenting your findings
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Best practices
( 6 8 rules )
Rule 1: Not more than three messages
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Rule 1: Not more than three messages.
More is confusing
Rule 2: Messages are reinforced by
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Rule 2: Messages are reinforced by
images, statistics and anecdotes
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Rule 3: repeat messages often
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Rule 4: Be personal
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Rule 5: address the audience
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Rule 6: Self explanatory
Rule 7: Messages take time to create
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Rule 7: Messages take time to create.
Dont rush the process
Rule 8: Consistent messages
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Rule 8: Consistent messages
in all your communications
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Summing up
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Message
Message
Message
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SeaWeb PhotoBank
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Try the first 5 slides method
1 2 3 4 5
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Science & Society
Bottom line
So What?
Background
Finding
Finding
SupportingDetail
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Communication leads to community,
that is, to understanding, intimacy and
mutual valuing.
Rollo May
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