1. Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root

2. Getting the Scientific Word Out: Fun or Frustration? YES!!

3. 1. Personal Examples 2. “Rules” of Public Speaking 3. What can we do?

4. Examples Root’s 2.5 Rule Warnings from the Wild Meta-Analysis

5. Root’s 2.5 Rule News and Views Australian Headline

6. Aldo Leopold Leadership Program Training –On Camera –Hostile Interviewers Practice

7. Warnings from the Wild Provided a “hook” Elizabeth Losey “Talking-head” interview Film on location

8. Warnings from the Wild Provided a hook Elizabeth Losey “Talking-head” interview Film on location

12. Warnings from the Wild Provided a hook Elizabeth Losey Talking-head interview Film on location

14. Meta-Analysis

15. Front Page of NYTimes –New twist on “old” story

16. Meta-Analysis Front Page of NYTimes –New twist on “old” story –Empirical rather than theoretical

17. Meta-Analysis Front Page of NYTimes –New twist on “old” story –Empirical rather than theoretical –Slow news day

18. Meta-Analysis Front page of ~70 major newspapers in US –NYTimes

19. Meta-Analysis NBC Nightly News “President Bush may not believe in global warming, but the plants and animals do!”—Tom Brokaw

20. 1.Personal Examples 2. “Rules” of Public Speaking 3.What can we do?

21. “Rules” for Public Speaking Know your audience Know your biases Don’t distort science with values Defend values separately

22. Public Understanding of Science (1988) Very Good AdequatePoorNot Sure Rate your basic under- standing of science and technology

23. Public Understanding of Science (1988) Very Good AdequatePoorNot Sure Rate your basic under- standing of science and technology 16%54%28%1%

24. Public Understanding of Science (1988) AgreeDisagree Don’t know Humans developed from earlier species of animals Some numbers are especially lucky for some people Rocket launches & other space activities have caused changes in our weather

25. Public Understanding of Science (1988) AgreeDisagree Don’t know Humans developed from earlier species of animals 45%47%7% Some numbers are especially lucky for some people Rocket launches & other space activities have caused changes in our weather

26. Public Understanding of Science (1988) AgreeDisagree Don’t know Humans developed from earlier species of animals 45%47%7% Some numbers are especially lucky for some people 43%53%4% Rocket launches & other space activities have caused changes in our weather

27. Public Understanding of Science (1988) AgreeDisagree Don’t know Humans developed from earlier species of animals 45%47%7% Some numbers are especially lucky for some people 43%53%4% Rocket launches & other space activities have caused changes in our weather 44% 12%

28. “Rules” for Public Speaking Know your audience Know your biases Don’t distort science with values Defend values separately

29. “Rules” for Public Speaking Know your audience Know your biases Don’t distort science with values Defend values separately

31. “Rules” for Public Speaking Know your audience Know your biases Don’t distort science with values Defend values separately

32. So, What to do? Maintain credibility Careful what you say Return calls promptly Spend 15 minutes “training” journalist in your work

33. So, What to do? Ask to see the article before publication Establish relationships with journalists Actions will be looked down on by colleagues

34. So, What to do? Develop 15 sec, 30 sec, 1 min, 3 min sound bites Use metaphors Use humor When you don’t know, don’t “wing it”

35. Most Importantly Have Fun!

36. 1. Personal Examples 2. “Rules” of Public Speaking 3. Difference in Science and Media “Cultures” 4. What can we do?

37. Science & Media Details Important (caveats) Value-free Work Speak Jargon Time & Space Limited Freq. Set in Context of Values Jargon-free

38. Science & Media Don’t know what makes a “good story” Must be 95% sure Don’t understand cost to scientists Opinions from knowledgeable scientists OK

39. Science & Media Research takes time Concentrate on unknown Deadlines are short (return calls quickly) Concentrate on known

40. Science & Media Goal to “find the truth” Work on small part of problems Goal to get an audience (e.g., sell papers) Want the BIG picture