1. Writing for the general public
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Writing for the general public
Massimiliano Razzano Università di Pisa & INFN-Pisa UGIS & SWIM MUSE General Meeting Pisa, 29 September 2016

2. Do we need a to write? “...nine daughters begotten by great Zeus,
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Do we need a to write?
“...nine daughters begotten by great Zeus,
Cleio and Euterpe, Thaleia, Melpomene
Terpsichore, and Erato and Polyhymnia and Urania
and Calliope , who is the chiefest of them all”
(Hesiod, Theogony, II , 76-79)

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4. The science communication process
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The science communication process

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Communication?
The message should arrive!

6. Who are you? Scientist vs Journalist
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Who are you? Scientist vs Journalist
Scientist that writes/does outreach
Science journalist

7. The (scientist) writer
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The (scientist) writer
Is a scientist, who writes
Is “the expert”
Writes mainly on her/his field
Mainly books, but also articles, radio, TV
Minor activity
She/he is mainly a scientist
(it is our case here!)

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Carl Sagan
Stephen Hawking, Brian Cox, etc…

9. The science journalist
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The science journalist
Is a journalist that writes on science (and the rest)
Usually it is not a scientist
Professional journalistic career/formation
Mainly stories, books
Writing it is the main activity
She/he is mainly a journalist

10. The audience “who you are talking to?”
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The audience “who you are talking to?”

11. Knowing your audience is crucial !
Who are you talking to ?
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How would you explain a neutrino to:
A school kid
Your neighbour
A fellow (non physicist) researcher
etc…
Knowing your audience is crucial !
Other scientists
General public
Politicians and/or funding agencies
School
Journalists

12. Know your audience !
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13. Know the audience !
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Americans+Facebook

14. Journalist/science writer
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The audience
Scientist
-Other scientists
-Committees
-Politicians
Journalist/science writer
-Readers (various kinds, from kids to adults
-Different backgrounds and educations
-Other journalists (interview/press release)

15. The “location” “where are you writing?”
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The “location” “where are you writing?”

16. Science journals vs magazines
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Science journals vs magazines
Science magazine
General science (some exceptions)
Style: informative, creative and “catchy”
Timeline different: news/stories can be written in <hours
Newspapers (NYT, Times)
High-level general (Scientific American)
Broad audience general (Focus, etc…)
Specialistic (Sky & Telescope, etc…)

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Writing: magazines

18. A key point: The message “what is important?”
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A key point: The message “what is important?”

19. Is your news “sexy”? A.k.a. newsworthyness
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Is your news “sexy”?
A.k.a. newsworthyness
For a science paper, the key is a scientific advance (discovery, new measurement, etc)
For a news/outreach text, it depends:
on the audience
on the magazine
paper or online?

20. Catchy Titles for scientists
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Catchy Titles for scientists

21. Catchy for the rest of the world
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Catchy for the rest of the world

22. Titles, titles, titles
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23. The content “what are you writing?”
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The content “what are you writing?”

24. Paper vs story Some similar points But... Perform an initial research
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Paper vs story
Some similar points
Perform an initial research
Look for sources
Present different points of view
But...
Need to validate sources
No need to do original research
Very tight schedule (it's the market..)
Need to catch the reader, always!

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What comes first?

26. Some small tips to keep in mind...
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Some small tips to keep in mind...
Oriented to the readers
Has to be clear
Has to be simple
Tell, inform, engage, shock, amuse
Different from creative writing
Although, you can use some help
Various forms
Short shorty/news
Long/featured story
Comment
Review
Again…the target is the reader

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Basic structure
Title/head
Subhead
Lead

28. Write a text on the same subject, but…
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Try it !
Write a text on the same subject, but…
...on a full page (e.g characters)
...on 2 paragraphs (e.g characters)
...on a couple of lines (500 paragraphs)
If it is on a poster, what would you change?

29. 09/26/16
The KISS Principle
03/03/16

30. Seven C of Communication*
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Seven C of Communication*
Correct
- Don’t add weight…
Clear
-Find an honest critic
Concise
- Don’t make me wonder, don’t make me wait
Comprehensive
- Q&A
Compelling
- Photos, animations, etc…
Concrete
- Examples!
Concentrated
Your job is outreach. So reach out. Call us
*R.R. Britt, Senior Science

31. And the famous 5 Ws of journalism
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And the famous 5 Ws of journalism
Start with a “hook”
The 5 Ws
Who? (did the research)
What? (is the result)
Where? (was done)
Why? (is important)
When? (was done/published)
(How?) – possibly in the background

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The famous 5 Ws

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The famous 5 Ws

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The famous 5 Ws

35. Do you want to start a blog?
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Do you want to start a blog?
Oriented to the readers
Has to be clear
From “weblog”
Offers an “expert” point of view
On researcher’s life
On a science field
On pratical tips (e.g. computing, cooking)
Writing style
Informal
Diary form
Periodic (hopefully)
Interaction with readers/followers
Interaction with social networks

36. Preposterous Universe
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Preposterous Universe

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Bad Astronomy
“Bad Astronomy”

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Quantum Diaries (2005)

39. Too many things to remember? Start with the rule #1:
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Too many things to remember? Start with the rule #1:

40. Too many things to remember? Start with the rule #1:
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Too many things to remember? Start with the rule #1:
Think about your reader !

41. Thanks for your attention! massimiliano.razzano@pi.infn.it @maxrazzano
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Thanks for your

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43. What if… ...i have to write an (outreach) poster?
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What if… ...i have to write an (outreach) poster?

44. TOO MANY FONTS!
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USE 2 or 3 GREAT FONTS

46. Which one?
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47. Other good fonts
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48. Other good fonts
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49. Other good fonts
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50. ..and some worst…
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51. ..and the most beloved by physicists 
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..and the most beloved by physicists 

52. Bad color choices This text is hard to read This is quite hard as well
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This text is hard to read
This is quite hard as well
What about this one????

53. Or this This text is hard to read And this? What about this one????
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This text is hard to read
And this?
What about this one????