A presentation provided on june 13, 2017 for postdoctoral researchers and graduate students at the University of Florida. The topic covers aspects of science communication that scientists don't normally consider. We're good at talking to each other, but not to non-scientists. Here are some strategies to improve that bottleneck.

1. Counterintuitive Science
Communications Strategies
Trust, and Getting Out of Your Tribe
Kevin M. Folta
Professor and Chairman
Horticultural Sciences Department
kfolta.blogspot.com
@kevinfolta kfolta@ufl.edu
www.talkingbiotechpodcast.com

2. Think of something you deeply believe.

3. Think of something you deeply believe.
What would move you to change those
beliefs?

4. How do we change minds in a world of
entrenched views?

5. How do we change minds in a world where
bad information is everywhere, and people
only accept the information that is consistent
with their beliefs?

6. Facts do not matter without trust.

7. How do we teach concepts in:
Biotechnology?
Medicine?
Vaccines?
Climate?
Evolution?
Others?
University? Public Audience? On-line?

8. Today:
Trust. Why don’t
scientists have it,
how do we earn
it?
How to engage the
public; where to
do it

9. People are seeking honest
answers about science, medicine,
food and farming and don’t know
who to trust.

11. What’s the formula?
Know your audience, choose the right
audience
Practice active listening
Lead with your values
Use evidence only when rapport is
established, and then use evidence that
reinforces common values

12. Consumers are reacting to information
Pesticides
Antibiotics
Hormones
Fertilizer
Gluten
Neonics
GMO
Dihyrogen
monoxide
BPA
MSG
Understanding
makes me a better
consumer.
I don’t know what
to believe, so I just
won’t buy it.

13. Why do people react the way they do?
The brain can be
functionally divided into
two decision-making
systems.
Fear and emotional
messaging appeals to one
of these systems– less
processing.
Facts don’t matter until
you’ve achieved rapport

15. WHO IS YOUR AUDIENCE?
Most people are concerned
about food and health. They
are seeking answers and are
not sure who to trust. They
make choices based on values,
lifestyle, precaution.
WHO IS NOT YOUR
AUDIENCE?
Many have no interest
in understanding facts.
They are not a good
investment of your time.

17. Must start with empathyMust start with empathy
Active listeningActive listening
Others have to feel a sense ofOthers have to feel a sense of
power and control in thepower and control in the
conversationconversation
Intellectual CharityIntellectual Charity
Only move to next steps onceOnly move to next steps once
you understand their concerns,you understand their concerns,
and they know it.and they know it.
LISTENING

18. Lead With Your Ethics.Lead With Your Ethics.

19. FEAR
FACTS
EMOTION vs. EVIDENCE
Activist groups,
fragile celebs with
empires, etc
Scientists, farmers,
ag industry
ERODE
TRUST
One-off studies, misinterpretation,
extrapolation, poor quality, bad
design, weak stats, unpublished.
Facty-Looking
Things

20. Next, what are your priorities?
Farmers
The Needy
Environment/Conservation
Consumers

21. Old Way of Engaging
Engage deniers.
Here are the facts.
Here’s where you are
wrong
Ugh, you don’t get it.

22. Old Way of Engaging
Engage deniers.
Here are the facts.
Here’s where you are
wrong
Ugh, you don’t get it.
New Way of Engaging
Engage the curious.
I’m listening.
Why do you feel this way?
I understand why you’d feel
this way, right?
Here’s what is important to
me.
Here is the evidence that
supports my values.

23. Comments sections, twitter
feeds, Facebook threads
You must be in that space
Get out of the tribe
Remember your audience
The Internet is a Spectator Sport

24. Remember Your Audience

27. I don’t know what
to believe, so I
just won’t buy it.
Define your audience
Practice active listening
with charity
Share values
Respond to criticism
and make comments
visibly– remember the
audience

28. We have turned a corner.
Science enthusiasts, skeptics,
nerds, science writers, etc.,
understand the broad discussion
on genetic engineering.

29. People are seeking honest
answers about food and farming
and don’t know who to trust.
• Practice Radical Transparency
• Accessibility (dealing with real person)
• Easy on the snark
• Listen, share values
• Be careful with criticism of perceived halos
• Avoid hyperbole
• Discuss strengths and weaknesses
• High roads.

30. There are two major ways we
participate in media / social media
messages
1.Content share with 1000
2.Amplification share with 1000

31. The Power of Amplification and Networks
Pre-Internet
Now
10 k contacts
Expert
Expert

32. The Power of Amplification and Networks
Pre-Internet
Now
10 k contacts
Expert
Expert
Now
10 k contacts
Expert
X
X
X

33. Reach Out Beyond Your Echo Chamber
(build trust in non-traditional venues)

34. Reach Out Beyond Your Echo Chamber
First realize that you might be in one.
How can you become the trusted
source of information outside of your
tribe?

35. The Power of Amplification via Networks

36. The Power of Amplification via Networks

37. Reach Out Beyond Your Tribe

38. How do you earn trust, and then take that trust to a
new tribe?
Strive to:
•Be the dietitian expert in the foodie tribe.
•Be the scientist that talks to athletes.
•Be the farmer with “mom bloggers”
•Be the university scientist that agrees to sit on the
Vaxxed screening panel.
Who needs your expertise? Pick one. Go there.
Preaching to a New Congregation

39. Obtain a separate email account for this work.
Free ones at gmail, yahoo, etc.
Use your real name.
Develop a professional Facebook page, make your
personal one private
THREE POINTS-- Content, Amplification, Network
Earning Trust.

40. How do you get into those tribes?
CONTENT: Offer to write for them
Participate in the discussion sections of news
articles and websites.
Share your stories and experiences.

41. Circulation = 1 million subscribers

42. Circulation = 1 million subscribers

43. Received several
email inquiries with
specific questions.

44. Circulation = 1 million subscribers

45. Share Science- New ways to
play with your food
Many opportunities
here in Alachua
County!

46. Use Social Media to Reach New Tribes
with Crossover Topics
Over 500,000 downloads
Coffee episode, dog
domestication, cancer
immunotherapies, are
great content to
introduce to broader
audiences.

47. Amplification
You can make a tremendous difference by staying
current in the news and amplifying important
messages.
News, blogs, scientific findings, reports…. Share!

48. Disagreement Harassment
Threats
Doxxing
Veiled Direct
Inciting
others
Talking
action
Provocation

49. Dealing with Trolls
If you are doing anything noteworthy you will become a
target. The trick is not becoming a victim.
Don’t take it personally. They hate your message, your
work, not you.
Know the difference between disagreement and harassment

50. Dealing with Trolls
Most suggest “don’t feed a
troll”
Not responding is thought
of as surrendering
Really tough for educators
to “let it go”
You are not going to
change their minds

51. Dealing with Trolls
Respond twice kindly.
Enjoy liberal use of the block/mute functions
Advanced users– use their momentum to
demonstrate to your audience how you take the
high road.

52. Dealing with Trolls
Some are unsinkable. They monitor your work
and are sure to always add disparaging remarks.
If you block users, they put on a different sock
puppet.

53. Kristen V. Brown
Active Listening
Invite them to take it to another forum

54. Kristen V. Brown and hostile
trolling.
Violated Terms of Service
Can be reported to law
enforcement.
But it can also be used to
illustrate what we deal with in
providing media.

55. Dealing with Trolls
Ignoring, blocking, is okay. It removes them from
that forum but they continue in other places.
Recognize them, but do not address them.
-- Take the high road
-- Address the situation, not the person
-- Take leadership. Request that others do not
engage, etc.

56. The Value of High Roads

57. DEVELOPING YOUR
BRAND
EXPLO ITING NEW
TO O LS TO STAND
O UT
Kevin M. Folta, Horticultural
Sciences Department, University of
Florida, Gainesville, FL. USA

58. A CHALLENGING TIME
Universities are in a buyer’s market
Startup packages are scary low
Lower funding rates
Higher bar for publication
Higher costs of student support
Older students and postdocs
Low-hanging fruits are few and far between
Increasingly difficult to find your niche

59. WHAT THE MARKET LOOKS
LIKE
HOW DO YOUDIFFERENTIATE YOURSELF INATOUGH FIELD?
Surprisingly easy – Do something.
Everyone must have publications,
has trained students, maybe taught a
course, maybe has written/received
grants.
It is not about hiring good scientists,
it is about hiring good people
Your job needs to be identifying low
life/time impact, but have high
visibility and contribute to your
scientific brand
Consistent production of incremental

60. WHY TALK ABOUT BRANDING?
THIS IS SCIENCE, NOT BUSINESS.
Like it or not, in the age of the
internet, you are brand.
You cannot separate your
personal and professional self
as easily.
People are using the internet to
learn more about you, make
decisions about you.
How can you leverage that to
present a powerful, positive
projection?

61. WHY TALK ABOUT BRANDING?
THIS IS SCIENCE, NOT BUSINESS.
You are not just a potential employee.
You are a motivated, visible, multi-faceted
contributor
You generate interest
You interact and reach out to atypical
communities
You’ve demonstrated a commitment to
public understanding of science
You’ve shown persistent production of a
quality product
What does it say about your values?

62. MANDATORY
PROFESSIONAL
PRESENCE
YOUMUST BE VISIBLE INWEBSPACE
• You must have complete and updated
profiles on:
Research Gate
Linked in
Facebook (public figure website)

63. DEVELOP YOUR
PROGRAM
SEEKNATIONAL AND INTERNATIONAL DISTINCTION
EARLY
• Set it up
• Do an amazing job
• Use social media to promote the
work before it happens, and then
use it to show how successful it
was.
• Build professional profiles, use
them to amplify content
• Confidence vs. Cocky-ness
TELL THEM
YOU ARE
GOING TO
DO IT
TELL THEM
YOU ARE
DOING IT
TELL THEM
WHAT YOU
DID

64. WHAT TO INCLUDE?
WHAT SOME BASIC INFO SAYS ABOUT YOU.
All professional activities!
Service to schools
Volunteering- In the discipline
Science writing
Distillations for public audiences
Hosted events, organized speakers

65. SERVICE TO SCHOOLS
BECOMING THE TRUSTED SOURCE THAT ALWAYS
BRINGS IT.
Science Fairs
Science days
In-Class demonstrations
Better-than-a-substitute
Online modules
College level- Can you prepare online course content?
Let the university know– develop media around the
events

66. GRANTS/FELLOWSHIPS
DEVELOP EVIDENCE OF ENGAGEMENT BEFORE THE
APPLICATION
Don’t wait for a competitive
grant/fellowship/scholarship opportunity to propose
to do something clever
Do it now, then use grants/fellowship/scholarship
applications as a way to obtain resources to take it
to a new level.
Amplification through professional web presence

67. FUNDING THE OUTREACH
WORK
Ask state, federal program leaders.
Deans, Department Chairs, etc, may be willing to support the
outreach work.
Oftentimes local businesses will provide some support.
You don’t ask, you don’t get.
Invest in equipment that has departmental role, but could be
important for outreach.
Costs are generally low

68. BUILD WIN-WINS
Organize Science Cafés, Science on Tap, Science
Keg
Most places are happy to host this on an off night
Sometimes become enormously popular events
Sponsors might donate food/drinks

69. EXPLOITING NEW MEDIA
Major media have lost their
science editors
Science is more complex and
specialized
Don’t complain about the media-
become the media
Get out of your echo chamber.
Talk to the public, not just to other
scientists

70. EXPLOITING NEW MEDIA
BE AVAILABLE. Universities
need go-to people.
Get media training
Practice for when it happens
Never turn down an
opportunity, even if it means
adjusting your schedule.

71. EXPLOITING NEW MEDIA
Blogging
 One blog a week is 52 a year
 Free space at blogspot.com, wordpress, others
 University blog space
YouTube
World’s largest search engine
People go to video first
Record protocols you use
Record a synthesis of a journal club discussion
Break down a hot news item in your discipline for a public audience

72. EXPLOITING NEW MEDIA
The Internet is Starving for Good Science
Media
Non-refereed places to post
 Medium, etc
 Work in these spaces gets noticed, other opportunities arise
Non-refereed, but by invitation
 Science 2.0
 Huffington Post Blogs
 Forbes

73. EXPLOITING NEW MEDIA
The Internet is Starving for
Good Science Media
Refereed
 The Conversation
 Genetic Literacy Project
 Science 2.0
 Science Blogs
 Science-based medicine
 Science
GOOD WORK
GETS
NOTICED

74. ACADEMIC FREEDUMB?
Academic Freedom is the concept that scholars
should have the free range to express or critically
evaluate a concept as long as it is within their field of
expertise.
You need to be the expert in specific tribes.
What you say will be a permanent part of your
record.

75. THE INTERNETS LAST A
LONG TIME
Don’t lose your cool
Hug your haters
Comments sections, Facebook discussions, Twitter
threads, are a spectator sport
Understand who is watching and listening
Google yourself regularly

76. BALANCE
Your activities must enhance the broader impact of
your research
They must be in addition to, not instead of
Make sure your advisor knows your work

77. DO IT FOR THEM. DO IT FOR
YOU.
HOW OFTEN DO YOU GET SUCH
OPPORTUNITIES?
Be a presence in social media, explaining science,
participating in discussions!
Always offer to answer questions by email, leave a legitimate
email address
Always use your real name Buy your www.yourname.com.
Get your e-real estate, no w.
 Twitter
 PROFESSIONAL Facebook page
 Reddit account
 LinkedIn
 Research Gate
 CROSS PROMOTE YOUR WORK

78. MY TEN
COMMANDMENTS
OR MY STRONGLY ADVISABLE RECOMMENDATIONS
If it’s stupid, and it works, it’s not stupid
Write everyday
If you don’t ask, you don’t get
Measure twice, cut once
It is better to have it and not need it, then to need it and not have it
You are the captain of your own ship
Second place is the first loser
Don’t sacrifice perfect for better
It takes money to make money
Crisis and opportunity are intertwined
Luck is the residue of proper design and hard work
Surround yourself with people that like you and know CPR

79. EXCEED EXPECTATIONS.

80. Forward
Scientists are good at talking to each other.
Reach out to new groups, build trust and share
expertise.
Generate content, amplify work of others
Use the conduits for science communication to
build your brand.

81. “Don’t tell me it can’t be
done, tell me what needs to
be done and help me do it.”
kfolta.blogspot.com
@kevinfolta
kfolta@ufl.edu
www.talkingbiotechpodcast.com
iTunes, Stitcher, Player FM
Thank you.
All funding, reimbursement:
www.kevinfolta.com/transparency
All slides:
www.slideshare.net/kevinfolta