Presentation to communication staffers at the National Cancer Institute, about topics presented at the National Association of Science Writers annual meeting, Science Writers 2011 #sciwri11

1. Brooke Hardison
PARC Brown Bag ~ Nov. 2, 2011
Slides available at www.slideshare.net/brookelayne

2. The Public often misunderstands science

3. The Public sometimes distrusts scientists
http://www.thedailyshow.com/watch/wed-october-26-2011/weathering-fights---science---what-s-it-up-to-

4. Scientific community/culture doesn’t
value simplicity

5. It’s up to us, PIOs, to help scientists
speak to the public
 Not just media training, communication
training
 Scientists’ audience includes: scientists,
funders [policy makers], administrators,
students and the media
 PIO’s must become “PIEIOs” = Public
Information and Education Information
Officers
 Encourage scientists to speak and write Dennis Meredith
simply Creator of EurekAlert!,
author of Explaining
 Ask “What solutions does your research have Research (2010).
Explainingresearch.com
to offer?”

6. Help scientists become comfortable
with media attention
 "Some people come off as pompous, (but
the secret to my success is that) I am
always myself."
 "Scientists need to develop and fine-
tune their public speaking skills, and
that where we're lacking … they are
afraid of lights and cameras, they are Bruce Goldberger, Center
afraid of the microphone." for Forensic Medicine,
University of Florida
 "Practice makes perfect … I was prepped Featured on local, state and
national television including ABC
and ready to answer the question … it's Good Morning America, ABC
News 20/20, ABC Nightline,
Dateline NBC, CNN (Lou Dobbs &
good to talk to the group you're going to Nancy Grace), MSNBC, Fox News
(America's Newsroom)…
be talking to ahead of time."

7. Good things can happen when
scientists engage
Dennis Shatz
 PSC: Portal to the Public
Pacific Science
Center & NSF  Engaged scientists in working with public
Division of
Research on audiences to enhance public understanding of
Learning in
Formal and
Informal
research conducted in Washington State
Settings  http://www.pacificsciencecenter.org/Portal-to-the-Public
 A scientists blog or social media feed can be a source of
story ideas for journalists, as well as help promote the
scientist as an expert
 Michael E. Mann, climate science on twitter
(@MichaelEMann)
 John Hawks, anthropology (johnhawks.net/weblog)
 Sean Carroll, physics (www.cosmicvariance.com)
 Rosie Redfield, zoology (rrresearch.fieldofscience.com)
Alan Boyle
Science editor,
MSNBC.com

8. To engage, we must go to where
the people are:
Americans spend 25% of their online time, on social networks
From Brian Solis, Vocus webinar, Nov 1, 2011