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SCIENCE | COMMUNICATION
“By challenging scientists to find and use their own voice, Nancy Baron has done more than
anyone in the last decade to raise public awareness about our imperiled oceans. Not since
Sir Peter Medawar published the classic Advice to a Young Scientist has so much wisdom
been shared so concisely.”
—Larry Crowder, Director, Duke Center for Marine Conservation
“Nancy Baron is a master of the art of science communication. Escape from the Ivory
Tower is essential reading for scientists who want their work understood by the public and
decision makers.”
—Natasha Loder, Science and Technology Correspondent, The Economist
“In our age of information overload it is easy for research to disappear without a trace. If
you want yours to get noticed, read Nancy Baron’s excellent guide.”
—Callum Roberts, Professor of Marine Conservation, University of York and author
of The Unnatural History of the Sea
“At last! The definitive manual on communicating science effectively in an era of environ-
mental change—Baron’s book provides the practical tools to make a difference.”
—Diana Wall, Director, School of Global Environmental Sustainability, Colorado
State University
Nancy Baron is the lead communications trainer for COMPASS and the Leopold Leadership
Program. A science writer and zoologist, she helps scientists to communicate effectively
with the media, decision makers, and the public. Over the past decade she has coached
thousands of scientists. Escape from the Ivory Tower is a direct result of her experience.
Since 1984, the nonprofit Island Press has been stimulating, shap-
ing, and communicating the ideas that are essential for solving envi-
ronmental problems worldwide. With more than 800 titles in print
and some 40 new releases each year, we are the nation's leading
publisher on environmental issues. We identify innovative thinkers
and emerging trends in the environmental field . We work with world-
renowned experts and authors to develop cross-disciplinary
solutions to environmental challenges.
Island Press designs and implements coordinated book
publication campaigns in order to communicate our critical
messages in print, in person, and online using the latest tech-
nologies, programs, and the media. Our goal: to reach targeted
audiences-scientists, policymakers, environmental advocates,
the media, and concerned citizens-who can and will take action
to protect the plants and animals that enrich our world, the
ecosystems we need to survive, the water we drink, and the air
we breathe.
Island Press gratefully acknowledges the support of its work
by the Agua Fund, Inc., The Margaret A. Cargill Foundation, Betsy
and Jesse Fink Foundation, The William and Flora Hewlett
Foundation, The Kresge Foundation, The Forrest and Frances
Lattner Foundation, The Andrew W. Mellon Foundation, The Curtis
and Edith Munson Foundation, The Overbrook Foundation, The
David and Lucile Packard Foundation, The Summit Foundation,
Trust for Architectural Easements, The Winslow Foundation, and
other generous donors.
The opinions expressed in this book are those of the
author(s) and do not necessarily reflect the views of our donors.
ESCAPE FROM THE IVORY TOWER
ESCAPE FROM THE
IVORY TOWER
A Guide to MakingYour Science Matter
Nancy Baron
All rights reserved under International and Pan-American Copyright Conventions. No part
of this book may be reproduced in any form or by any means without permission in writing
from the publisher: Island Press, 1718 Connecticut Ave., NW, Suite 300,Washington, DC
20009.
Preface xi
Acknowledgments xv
Foreword: Donald Kennedy xix
ix
x Contents
References 233
Index 239
Preface
The room was filled with twenty of America’s brightest and most promising
environmental scientists, including ecologists, resource economists, climatol-
ogists, and others. I was a magazine writer at the time, invited as the token
journalist to help them see the world through a different lens. But the gath-
ering quickly turned into a group counseling session.
Many of the scientists, it seemed, had a done-me-wrong story. One com-
plained about being misquoted in an article. Another was blindsided by the
negative reaction of his peers to the media coverage of his research. A third
complained that she didn‘t get to review a news article that quoted her be-
fore it was published.The mood was one of fear and anxiety, borne of a lack
of understanding of what journalists wanted or how to give it to them. I sym-
pathized with the scientists who felt they had been misquoted or misunder-
stood. But I also understood from the journalist’s perspective why it might
have happened.
It was June 2000, and we were taking part in the second Aldo Leopold
Leadership training session, established by leaders from the Ecological Soci-
ety of America (ESA).Time and again, scientists had realized that they lacked
the skills to navigate the rocky shoals of mass media exposure or to engage
with policymakers. They recognized the problem but didn’t know how to
deal with it.The goal of the Leopold program was to give them training and
to encourage them to lend their scientific expertise to inform public policy.
Jane Lubchenco was leading the charge on two fronts: She cofounded
the Leopold program for environmental scientists and COMPASS, the Com-
munication Partnership for Science and the Sea, an organization focused
xi
xii Preface
one flavor of the workshops.Working with the Pew marine fellows was an-
other. Other training and coaching sessions have been for faculty and stu-
dents at universities, professional associations, foundations, and other organi-
zations from around the world. Over the years, our team has grown and our
COMPASS trainings have evolved to include new media and how to engage
with policymakers, deliver legislative testimony, customize talks for nonscien-
tific audiences, and better communicate across disciplines.
Although these activities can seem daunting to many, there is an exciting
movement afoot. Increasingly I see nervous scientists transforming them-
selves into articulate, confident spokespeople for their disciplines.Today, envi-
ronmental scientists including ecologists, economists, engineers, chemists,
oceanographers, philosophers, epidemiologists, and social scientists are form-
ing a new media- and policy-savvy culture of science.They are communica-
tors, even leaders, informing and influencing policy.They know how to talk
about their science in ways that can make people sit up, take notice, and care.
Their delivery often appears easy and effortless.Yet, I know how hard they
work to crystallize what is most important to say, and how best to say it. Some
are reaching out to the public directly with new forms of media: developing
public-friendly websites, writing blogs, and podcasting. Others become fre-
quently quoted scientists in leading newspapers or contributors to opinion
pages by writing op-ed essays. They have learned to move between the
worlds of science, public policy, and the public debate with ease, confidence,
and even grace.
I’ve witnessed this transformation over and over again. I regularly get
e-mails from scientists telling me about their victories large and small as they
engage with the media, lawmakers, or other government officials.They have
important research, and they want to see it make a difference in the real
world.We help them communicate it.
This book summarizes the content of training workshops my COM-
PASS colleagues and I have developed. Our goal is to help you get your mes-
sage heard, appreciated, and perhaps acted upon.The book is designed to help
you if you’re just getting started or if you want to advance skills you’ve al-
ready acquired.And it provides a guide for scientists who want to teach their
students these skills.
To be sure, there are other valuable, often more scholarly books on the art
of science communication. Most of them fly at higher altitudes, discussing
theories of science communication, and surveying the overall lay of the land.
xiv Preface
This book zooms to ground level. It’s a practical guide with specific direc-
tions on how to connect with journalists and policymakers and reach the
broader public. It explores the ups and downs of deciding to engage with so-
ciety and deals with the issues of advocacy, backlash, leadership, and—should
you decide you want to—becoming an “agent of change.”
This book would not have been possible without the experiences of
many scientists who have participated in our workshops or through trial and
error developed into brilliant communicators on their own. In the pages that
follow they generously share their knowledge, their expertise, and their strug-
gles. Most important, they share their lessons learned to help speed you on
your way.
Acknowledgments
Many books are collaborative efforts, and this one is more than most. Its very
genesis can be traced back to the formation of the Communication Partner-
ship for Science and the Sea, or COMPASS.
I remain inspired by the vision of Jane Lubchenco, a marine scientist then
at Oregon State University; Vikki Spruill, who at the time was president of
SeaWeb; Chuck Savitt, the president of Island Press; and Julie Packard and
Chris Harrold of the Monterey Bay Aquarium. Together with Jeannie
Sedgewick and Mike Sutton, who were then part of the David and Lucile
Packard Foundation, they conceived of COMPASS. The Packard Foundation
has been a loyal funder of both COMPASS and the Aldo Leopold Leadership
Program. I honor the foundation’s ongoing support to environmental science
and to expanding scientists’ role in society.
This book is the product of working with COMPASS since its incep-
tion. When we set out on this journey, there was no charted course to follow.
In moments of uncertainty, my mentor Vikki Spruill offered sage advice, her
uncanny instincts, and encouragement.
I’ve been blessed by working with an amazing group of colleagues, scien-
tists, and journalists. Many of their names, stories, and insights are in these
pages. Many more are not.
Almost all the journalists in these pages have participated as trainers in
my workshops. I sought them out and convinced them to become involved
because they are among the brightest and best.Their wisdom and good hu-
mor infuse these pages. Gary Braasch, Jeff Burnside, Cory Dean, Juliet Eil-
perin, Tom Hayden, Jim Handman, Laura Helmuth, Chris Joyce, Natasha
xv
xvi Acknowledgments
At one time it was very hard to get young scientists to focus on how to con-
struct a realistic, inviting narrative of their research and how they did it. Back
in the day, when I regularly found myself a member of committees examin-
ing PhD candidates about their dissertations, I devised a question that I soon
came to sense was unwelcome. It was approximately this:
Imagine that you are waiting for an elevator with a friend on the ground
floor of a nice hotel.Your friend is intelligent, curious, and well educated—
but definitely not a scientist.You will have the duration of the nonstop ride
to the fifteenth floor to explain what it is you did, what it means, and why
it is important.
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