The art of communicating science

The art of communicating science

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  The science ofcommunicating science Xavier Kirchner FCRI – IMAE Program, Director June 2008 art Jaume Vilalta TVC – QuèQuiCom Program , Director
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  Showing our cardsThe three simple messages Not appearing in the press should not be an option for a scientist Journalist play their part but they play on the scientists’ side TV has its own rules You may as well follow them 3 2 1
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  Why are wehere? Scientists – journalists a love-hate story What is our role in the game? What are we looking for?
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  The hate storyWhy is there a gap between “news generators” and “news broadcasters”?
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  Scientist? We havevery little social presence Trivialities and banalities are news, why aren’t really important things? Journalists have no idea about science … they don’t really make the effort to understand our explanations and they usually make mistakes
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  Journalists? We getworried about audience … … who cares about science and scientists? In any case, when something really important happens, we publish it Small achievements are not news items They are always late when reporting news It is too complicated … … let’s leave it for the specialized press
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  … theworld from the other angle There are architects, doctors and lawyers who are “media stars”; Being in science is really important but why aren’t there any media scientists? Scientists are difficult to get, they are always “too busy” to talk to journalists
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  Love story (ofconvenience) Two players that need each other?
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  The interdependence diagram(cynical view) Science Media Research $ Audience Advertising $ Votes Politicians (Society, Decision makers, …) ? This is what we are talking about
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  Media is us(today) Science is our future
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  Surviving and evolvingis a matter of adapting Have scientists and scientific institutions adapted to the Information Society?
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  Why? (adapt– to appear in the media) To get known, to get recognition To get more money To be able to defend ourselves … … to be able to attack others To “pay tax” and be able to keep working To give back to society … helping to make it more intelligent and more perceptive Somebody (a boss) asked me to do it … ?
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  How? (toadapt) A matter of understanding US "Gnothi seauton“ (Know yourself – Socrates) S trengths W eaknesses Objectives: What to explain? Why? THE OTHER Know the context O pportunities T hreats Know the rules Riding a bicycle is not the same as riding a horse ?
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  Knowing the rulesWhat do journalists need? To fill a newscast or a program To do it cheaply and quickly To give the news and get attention Not to be left behind To be able to repeat what others say To get celebrities or charismatic characters who communicate well
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  Knowing the rulesIs what I did a piece of news? A piece of news is … … a novel breach in the order of things susceptible to becoming a reference point for a community News  “new” News  change “ permanent” & important Target context
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  “ ...reference point for a community” Clearly define the target community … … and do not lose focus The wider the community, the larger the step If the step is large enough it is understandable If it is not understandable it is not large enough The shorter “the distance”, the larger the impact and the significance
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  Could what Idid / have done / do be a piece of news? Don’t let the lack of communication skills spoil a good news item Scientists are and may be shown as interesting people There is life beyond the news reports … … but it needs a context Not everything scientists do is a piece of news … … but … … most of the things that scientists achieve have a great impact on people’s lives … ! It's a matter of communication
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  Moving on Zoominginto the 3Ws: What , HoW and Who
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  What New CloseSubject Character Unique ? Or it could be shown like that It's a matter of communication
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  How Sex, lies& videotapes Conflict  Situation Dialectics – Disagreement – Fight Protagonist – Antagonist Discovery  Process Exploring with new eyes Participation ? Envelope Story Boost Two ways of engaging the audience It's a matter of communication
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  Who Two waysto get attention You are the news You are the character If you are the character you have the right to generate news “per se” ?
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  A character whowants to communicate, does communicate Branding It's a matter of communication
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  Rivalries reinforce charactersDifferences generate interest It's a matter of communication
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  You can berespected even if you talk about complex subjects
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  The power ofovercoming difficulties Personal testimonies endorse messages and get attention
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  People identifies withchallengers either “anonymous” …
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  People identifies withchallengers … or with a well known name
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  The power oflove A powerful Who can help any What&HoW
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  Facts are fromMars (or even Saturn) , people are from Venus COLD FACTS could be boring (and/or tough) Specially if they are slow or difficult to visualize WARM PEOPLE are always interesting Don’t commit the sin of modesty, … get out of the closet, … but with something to say * Much better if you are the news It's a matter of communication
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  Good casting Keyfactor for success Not the wisest, not the savviest …  The best communicator Bosses can do well, … OR NOT Being engaged with the subject  passion helps to transmit love When you are the character  you have to perform
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  You know howto whistle, don’t you? Just put your lips together - and blow You are the character  you have to perform Get out of the lab, out of the office Make pictures Use your hands Use what you have on hand Film what you do and film yourself Make mock-ups / do experiments Don’t be shy … a “second take” is always an option
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  Passion for communicatingEnter the heart to get into the brain Be honest, be sincere, be yourself Forget stereotypes, forget patterns Don’t imitate 
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  A scientist whocommunicates is not doing science Communication strategies go first Avoid “Pangea’s syndrome” Lose your fear of making a fool of yourself Simplifying does not mean devaluing
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  Love & Communicationtakes two Messages: Focused, clear and loud News  target audience Audience  people People  “level” What is the “right level”? Very intelligent 13 year-old student How science impacts his/her life and his/her community? #
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  How to ridea horse Getting adapted to TV Some recipes for success
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  Knowing “the other”- 1 TV dumb box & magic lantern A picture is worth a thousand words. (some of them not intentionally) … but very few ideas  Communicating Science  select & renounce  It's a matter of … TV
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  Knowing “the other”- 2 One team, one success Participating in a TV program means becoming a member of a team Accept sharing your experience with the other team members knowledge A common objective: to succeed Your success is their success Their success is your success Journalists play on your side
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  A concept isa concept, is a concept Tangible Human scale Sizable in € Intangible Too big, too little “ Invisible” Hidden Abstract Actions Using words (and drawings, and analogies, but they are useless without words). Metaphors, analogies From real situations  to general concepts Never the opposite It's a matter of … TV
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  One idea perprogram Keeping focus  holding attention What matters is the result not the way not the method Transmitting knowledge is not building knowledge The path is full of traps, don’t fall into them experimental processes Amusing anecdotes… KEEP FOCUSED ! 1 
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  From phenomena toexplanations Don’t start by building the roof first Start near the ground, telling stories … Don’t start formulating prouncements Always go from the example to the concept from what is particular to what is general
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  You do notpaint the final picture Putting the puzzle together is somebody else’s role Somebody will have to summarize,  it will be better if you do it  or better if you help with it Make the editor’s job easier and your time & effort useful: speak clearly don’t use subordinates don’t use long sentences don’t use too technical words … … or explain them 
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  Working with journalistsJournalists are human too…
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  Your team toget to “your fans” With a little help from your friends: Professionals who help you to communicate well
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  Circuit road blocksBad communication between scientists and their press office no communication at all delays The press office blocks direct communication between scientist and journalists Scientist do not dedicate enough time
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  Preparing the workof the team Anticipate the news Allow the journalists to follow the process Document the steps Get permission and image rights Prepare a clear and understandable dossier
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  … andthen, the audience opens the oven …
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  We have successwhen the audience is able to explain what they have seen to their neighbors and friends “ There is nothing true that cannot be explained in simple words” Cristian Ruiz i Altaba
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  Thank you! Nowlet’s talk Jaume Vilalta <[email protected]> Xavier Kirchner <[email protected]>
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  Backup slides
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  “ a novelbreach of the order of things ” Alteration in the “status quo” of the community The more novel and unexpected … … the more impacting / striking / effective Accidents are sudden, progress is slow and sometimes predictable After 15
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  “ ...reference point for a community ” What has impact on people’s lives … … in material, emotional or intellectual aspects … or What has significance … … helps to better understand the world in which we live After 16
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  Some road blockson the way … “ Science” as a subject has not yet a slot on the daily media programming on a permanent basis There is no local “scientific star system” Nobody to follow and imitate After 17
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  One idea perprogram Keeping focus  keeping attention A single engine: one powerful and meaningful story To widen the angle  risk of loosing focus Sub-stories MUST be in line and to reinforce the main idea 1 After 38
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  Communicate science doesn’tmean to follow the Scientific Method What matters is the result not the way not the method Transmitting knowledge is not building knowledge The way is plenty of traps, don’t fall in them experimental processes funny side phenomena … KEEP FOCUSED ! 1  After 33
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  The information circuitOne of Dante’s circles? * * 2 golden rules Be polite Understand each other’s job After 43 Press office 1rst filter & “sale” Journalist Synthesizes, verifies, ... Journalist Negotiates with TV managers Audience interprets Scientist Generator