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Getting the Scientific Word Out:
Fun or Frustration?
Biocomplexity LWI/CCOctober 4, 2003
Terry L. Root
![Page 2: Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root](https://reader031.vdocuments.site/reader031/viewer/2022032523/56649d7a5503460f94a5e054/html5/thumbnails/2.jpg)
Getting the Scientific Word
Out: Fun or Frustration?
YES!!
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1. Personal Examples2. “Rules” of Public
Speaking3. What can we do?
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Examples•Root’s 2.5 Rule•Warnings from the Wild
•Meta-Analysis
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Root’s 2.5 Rule
•News and Views
•Australian Headline
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Aldo Leopold Leadership
Program•Training
–On Camera–Hostile Interviewers
•Practice
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Warnings from the Wild
•Provided a “hook”
•Elizabeth Losey•“Talking-head” interview•Film on location
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Warnings from the Wild
•Provided a hook •Elizabeth Losey
•“Talking-head” interview
•Film on location
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Warnings from the Wild
• Provided a hook •Elizabeth Losey
• Talking-head interview
•Film on location
![Page 13: Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root](https://reader031.vdocuments.site/reader031/viewer/2022032523/56649d7a5503460f94a5e054/html5/thumbnails/13.jpg)
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Meta-Analysis
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Meta-Analysis
•Front Page of NYTimes
–New twist on “old” story
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Meta-Analysis•Front Page of
NYTimes– New twist on “old” story
–Empirical rather than theoretical
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Meta-Analysis•Front Page of
NYTimes– New twist on “old” story– Empirical rather than theoretical
–Slow news day
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Meta-Analysis•Front page of ~70 major newspapers in US–NYTimes
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Meta-Analysis•NBC Nightly News
“President Bush may not believe in global warming, but the plants and animals do!”—Tom Brokaw
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1.Personal Examples
2. “Rules” of Public Speaking
3.What can we do?
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“Rules” for Public Speaking
•Know your audience•Know your biases•Don’t distort science with
values•Defend values separately
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Public Understanding of Science (1988)
Very Goo
d
Adequate Poor Not Sure
Rate your basic under-standing of science and technology
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Public Understanding of Science (1988)
Very Goo
d
Adequate Poor Not Sure
Rate your basic under-standing of science and technology
16%
54% 28% 1%
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Public Understanding of Science (1988)
Agree
Disagree
Don’t
know
Humans developed from earlier species of animalsSome numbers are especially lucky for some peopleRocket launches & other space activities have caused changes in our weather
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Public Understanding of Science (1988)
Agree
Disagree
Don’t
know
Humans developed from earlier species of animals
45% 47% 7%
Some numbers are especially lucky for some peopleRocket launches & other space activities have caused changes in our weather
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Public Understanding of Science (1988)
Agree Disagree
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
![Page 27: Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root](https://reader031.vdocuments.site/reader031/viewer/2022032523/56649d7a5503460f94a5e054/html5/thumbnails/27.jpg)
Public Understanding of Science (1988)
Agree
Disagree
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% 44% 12%
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“Rules” for Public Speaking
•Know your audience
•Know your biases•Don’t distort science with values
•Defend values separately
![Page 29: Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root](https://reader031.vdocuments.site/reader031/viewer/2022032523/56649d7a5503460f94a5e054/html5/thumbnails/29.jpg)
“Rules” for Public Speaking
•Know your audience•Know your biases
•Don’t distort science with values
•Defend values separately
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“Rules” for Public Speaking
•Know your audience•Know your biases•Don’t distort science with values
•Defend values separately
![Page 32: Getting the Scientific Word Out: Fun or Frustration? Biocomplexity LWI/CC October 4, 2003 Terry L. Root](https://reader031.vdocuments.site/reader031/viewer/2022032523/56649d7a5503460f94a5e054/html5/thumbnails/32.jpg)
So, What to do?•Maintain credibility
•Careful what you say•Return calls promptly•Spend 15 minutes “training” journalist in your work
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So, What to do?•Ask to see the article before publication
•Establish relationships with journalists
•Actions will be looked down on by colleagues
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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”
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Most Importantly
Have Fun!
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1. Personal Examples2. “Rules” of Public
Speaking3. Difference in
Science and Media “Cultures”4. What can we do?
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Science & Media•Details
Important (caveats)
•Value-free Work
•Speak Jargon
• Time & Space Limited
• Freq. Set in Context of Values
• Jargon-free
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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
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Science & Media•Research
takes time
•Concentrate on unknown
•Deadlines are short (return calls quickly)
•Concentrate on known
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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