Good Science, Good Communication: Talking to the Media and the Public

Can scientists tell a good, 150-word story? Can one capture and sustain the public interests in a few minutes? What are the best strategies to talk to reporters and journalists about a scientific matter? Three leading science communication experts in this session discuss the reasons why scientists should engage with the media and how best to communicate the message.

Nancy Baron from COMPASS Communication Partnership for Science and the Sea emphasizes that effective communication should not be looked upon as an ancillary, after-thought "trade-off" that scientists only consider when they have time. It's important to frame the "Question" that garners attention. Through programs such as Leopold Leadership Program, scientists are brought together to hone their communication skills and refine their leadership potential.

Cornelia Dean, a science writer from the New York Times stresses the importance of telling a good story.
What kind of stories would command the journalist's and the public's attention?
a. a phenomenon that has a wide implication or a narrow yet intense impact.
b. a breakthrough with big consequences
c. a proximity to the readership base; a local angle or perspective.

A good narration touches on the notion of a quest, something that captivates the researcher's energy and drive.

Clear explanation accessible to lay persons helps advance causes for the scientific community. One should be mindful of the larger picture and provide crucial details (minus cluttering facts).

Scientists should prepare and know the media they work with. Talking to a PR professional at the home institution might help the scientist craft a succinct response to the press. Also, provide the reporter with other resources (colleagues, etc.) so that he/she can understand and convey the message better.

Dennis Meredith, a Science Communication Consultant, reiterates the importance of capturing public attention. Communication succeeds when what the scientist conveys matches with what the public wants to know. Besides the public, think broadly about your audience. Donors, program officers, foundation trustees, legislators, students, and colleagues all benefit from a well-told story. One should also think of visual, multimedia tools as another effective way to reach the mass.

The Q&A at the end highlighted the following points:

1. Most institutions have a PR department to help scientists package and deliver the message professionally.

2. Although a scientist cannot gauge exactly how his affiliated departments/institutions/colleagues might react to the scientist's active engagement in public, one should speak up to the public with passion and with good content/visualization to advance societal causes.

3. Klout is an online metric that measures how influential one is in the social-networking domain.

Khue Duong, California State University, Long Beach