Communicating Science

1
Communicating Science

• Media
• under
• the
• Microscope
• Helen Chickering
• NBC News Channel
• SOT 2007

2
How lay media see you

• So you seeNrf2, which belongs to the basic
  leucine zipper (bZip) transcription factor
  family, has been implicated as a key molecule
  involved in antioxidant-responsive element
  (ARE)-mediated gene expression. In order to
  examine the role of Nrf2 in protection against
  xenobiotic toxicity,sensitivity of nrf2 and
  yadayadayadayadayadayadayada..

3
How scientists see us

• And so then, like they gave some animals
  gerbils or some cute little furry thing - all
  this Tylenol Oh my..I had a gerbil once when I
  was a kid!

4
Inside the newsroom

• Journalists are looking for breaking news
• Interesting stories for features (gee whiz)
• People stories

5
Connecting with reporters

• Read, watch, listen for reporters who seem to
  know their science
• Contact your institutions media relations office
• Check out media websites

6
Story ideas

• Journal studies (with public impact)
• Media goofs!
• Issues that affect the public
• The role of the scientist in big issues

7
Be prepared!

• To prepare the reporter
• To provide background info
• Make sure you know the story context

8
Preparing for the interview

• Think about how you can show the story
• Interview settings we love the lab!
• Dont dress up dont be sloppy if you are on
  TV!

9
The Interview

• Remember you are the expert!
• Review your thoughts before the interview dont
  memorize answers!
• RELAX HA!

10
The interview

• REMEMBER YOUR AUDIENCE (not your peers!)
• Pick a few messages.
• Keep your comments short and simple

11
More interview thoughts!

• If you use a scientific term explain it in lay
  terms!
• Dont use notes!
• Pause and collect your thoughts
• Add your thoughts!

12
Final Thoughts!

• Remember you are the expert
• Remember your audience
• Help build the story
• Be conversational!
• It just might be fun!