John writes:
Because science and technology are core competencies at Anglin PR, we stay closely linked to the news and communications coming from public and private entities involved in this industry. Clearly, a lot of exciting things are happening in this segment of Oklahoma’s economy, ranging from bioscience breakthroughs and advances in cyber security to leading-edge biofuel innovations and nano-sized energy research.
At Anglin, we love the challenge of helping our innovation-based clients tell their stories in interesting and creative ways. It isn’t always easy, especially when the subject matter is detailed and complex. However, we believe there’s always a way to make the message interesting and relevant without compromising the science behind the story.
So it’s no surprise a book that addresses the subject of “communicating science” recently caught my attention.
“Don’t Be Such a Scientist” by Randy Olson is subtitled, “Talking Substance in an Age of Style.” Olson, a scientist-turned-filmmaker, was inspired to write the book after viewing the scientific community from the perspectives of academic researcher and Hollywood screenwriter.
While the book is largely a memoir glamorizing the author’s atypical career, Olson does offer some very insightful ideas on how scientists and researchers can gain and keep the public’s attention in an age of information overload.
Because science is about substance, things like passion and emotion get omitted from most scientific reports, papers, presentations and interviews. But as Olson points out, we live in the age of style; unless you present information in a style that people can relate to, no one will listen to your substance.
What this book lacks in specific suggestions it makes up for with case histories that demonstrate good, bad and fun examples of scientific communication. What “Don’t Be Such A Scientist” does best is elevate the discussion about the critical need for the scientific community to rethink communication approaches in order to reach larger audiences.
If there’s one key message to glean from Olson’s book, it’s this: tell a good story. He describes it as the “arouse and fulfill” approach. First you need to arouse the interest of your target audience, then you need to fulfill the expectations you’ve created. This includes putting facts in context, inserting a little dramatic tension, and making people want to know the answers.
A recent example of the power of storytelling is the oil spill in the Gulf of Mexico. Whose scientific storytelling is more compelling and engaging – the petroleum engineers who are designing ways to stop the leak, or the biologists who are working desperately to save the lives of oil-soaked birds? Both stories deal with fact, but only one story includes emotion.
It’s a premise that’s as old as mankind – tell a good story and everybody will listen. It worked around the campfire ten thousand years ago. And it still works today for academic presentations, peer audiences and the mainstream public.
Great storytelling isn’t easy. But considering the huge benefits gained by creatively communicating an engaging narrative about scientific innovation, it’s well worth the effort.
Tags: Anglin PR, Communicating science, Communications Tips, Don't be Such a Scientist, Randy Olson
