HRT Final Project ✔ February 6, 2010 Priya Anand & Meaghan Nolan
The Plan 1. The HRT problem 2. Storytelling 3. The elevator speech 4. Analysis of elevator speeches 5. Writing and delivering your own elevator speech
The Problem • Health research is complex and wide-ranging • Communication in “the research world” ≠ communication in “the real world” • Barriers to communication
The Problem • Health research is complex and wide-ranging • Communication in “the research world” ≠ communication in “the real world” • Barriers to communication
Are Scientists Snobs? • Stereotypes exist that scientists are unable and/or unwilling to communicate with non- expert audiences Economist John Kenneth Galbraith said “There are no important propositions that cannot be stated in plain language… the truth is not difficult. Complexity and obscurity have professional value – they are the academic equivalents of apprentice hip-rules in the building trades. They exclude the outsiders, keep down the competition, preserve the image of a privileged or priestly class.”
Are Scientists Snobs? • Stereotypes exist that scientists are unable and/or unwilling to communicate with non- expert audiences In 1999, plant scientist Nick Batty claimed that science was “…out of contact with much of its user base” and that sciences has “…patronized the non - scientific majority.”
Why Change? • Researchers and institutions need to maintain public’s interest and perception of value to secure funding – Government agencies – Private donations • Delivery of results to the end users of health research • “Cross - pollination” and unexpected, beneficial opportunities
Communicating Science and Research • Delivering “just the facts” may leave the public baffled, bewildered, and bored • Learn to tell the story… not just the facts
Storytelling A Gallup poll in 1998 showed that 67% of Americans preferred to spend their evenings reading or watching TV, movies, or theater performances… in other words being immersed in a story.
Can Science Be a Story? According to author Susan Strauss “In literary terms, the scientific method is solving a mystery.” Scientific papers have the same three-act structure as theatrical plays: 1. Introduction – Act 1 in which a question/problem is introduced 2. Methods and Results – Act 2 in which the question is explored 3. Discussion – Act 3 in which the question is answered
Why Use Stories? • Storytelling “hooks” the reader/listener • Creates a plot to be excited about • Naturally leads to active and descriptive language • Descriptions engage the reader’s/listener’s mind
Why Use Stories?
Why Use Stories?
Why Use Stories?
Approaches to Storytelling • Story-mining: A method of developing the facts into a story • Who are the characters? • What are the objectives? • What is compelling? • What were the obstacles? • How were the obstacles overcome? • What are the connections? • What is the legacy?
Pyramid Method What are your findings and why are your findings new and interesting ? How is your research important clinically or scientifically? Is this the first time this information is being presented? (ie have findings appeared elsewhere)? What are the details of this research (ie number of subjects, what was done to them, what was found)? What is the next step in this research? Background Info
Our Project • Goal: Present a tool that health researchers could immediately use to improve translation of their research to: – Members of the general public – Politicians – Potential donors or employers – Members of the media
The Elevator Pitch • Developed for business and sales scenarios “The elevator pitch is the most powerful and concise description of you, your company, or your products boiled down to 25 to 35 words. It answers five basic questions, and it encourages the listener to request, "Tell me more.” Guy R. Powell (for Microsoft Online)
The 5 Basic Questions 1. What is your [lab group]? 2. What [research] does your [lab group] do? 3. Whom does your [lab group] do it for? 4. Why do they care? Or, what’s in it for them? 5. Why is your [lab group or research] different? Or, unique? Adapted from Guy R. Powell
Tone and Messaging Adapted from Science forum
Tone and Messaging Adapted from Science forum
Tone and Messaging Adapted from Science forum
Basic Presentation Tips • Be confident! • Make eye contact with listener • Delivery should be conversational and story- like • Memorization is key for confident delivery
Writing Your Story! 1. Start with a simple template 2. Share it with your partner 3. Reword it into a message (attention-getting, pop-culture references) 4. Share it with your partner 5. Edit out jargon and unnecessary words 6. Share it with your partner (and say it like you mean it!)
Elevator Speech Template I am/part of a (type of researcher/group), researching (research topic), which is/affects (identify who research is for/why it is important). We are (unique/outstanding aspect of research/group).
Communicating with the Public • Try a practical activity such as: – Subscribing to a forum or electronic news group – Speaking to a school or youth group – Speaking to an industry or special interest group – Volunteering as a media guide – Listing yourself on ProfNet – Speaking on a radio program – Volunteering as a technical advisor to the media
March 30, April 1, 6, 8 (9:00am – 12:30pm)
Thank You!
Resources & References Sohus, A. M. & Wessen, A. S.(2004). The Art and Science of Storytelling In Presenting Complex Information to the Public. NASA Office of Space Science Education and Public Outreach Conference, Chicago, Illinois, June 20, 2004. Retrieved from: http://trs-new.jpl.nasa.gov/dspace/handle/2014/40740 Rawcliffe, S. (2004) Storytelling In Science School Science Review 86 (314) Retrieved fromhttp://www.ase.org.uk/htm/members_area/journals/ssr/ssr_sept_ 04pdf/storytelling_p121-126.pdf Olson, R.(2009) Tell Me A Story of Science. The Scientist 23 (10) 27 Retrieved from: http://www.the-scientist.com/templates/trackable/display/article1.jsp?type=article &o_url=article/display/56008&id=56008 National Sciences and Engineering Research Council of Canada. (2004). Communicating science to the public: A handbook for researchers. Retrieved January 29, 2009, from http://www.nserc-crsng.gc.ca/_doc/CommSci_eng.pdf Carrada . G. (2006). Communicating science: A scientist’s survival kit. Luxembourg: European Commission. Retrieved April 7, 2008, from http://ec.europa.eu/research/ science-society/pdf/communicating-science_en.pdf Collard, S. B. Writing about science nature and the environment. Retrieved from: http://www.highlightsfoundation.org/pages/current/writingNatureCollard.html Sole, D. & Wilson, D. G.( LILA Harvard University ) Storytelling in Organizations: The power and traps of using stories to share knowledge in organizations. Retrieved from: http://www.providersedge.com/docs/km_articles/Storytelling_in_Organizations.pdf
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