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

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

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

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

Root’s 2.5 Rule News and Views Australian Headline

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

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

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

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

Meta-Analysis

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

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

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

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

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

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

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

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

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

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

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

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

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%

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

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

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

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

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

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”

Most Importantly Have Fun!

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

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

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

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

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