Escape from the Ivory Tower A Guide to Making Your Science Matter

About this book

Most scientists and researchers aren't prepared to talk to the press or to policymakers – or to deal with backlash. Many researchers have the horror stories to prove it. What's clear, according to Nancy Baron, is that scientists, journalists and public policymakers come from different cultures. They follow different sets of rules, pursue different goals, and speak their own language. To effectively reach journalists and public officials, scientists need to learn new skills and rules of engagement. No matter what your specialty, the keys to success are clear thinking, knowing what you want to say, understanding your audience, and using everyday language to get your main points across.

In this practical and entertaining guide to communicating science, Baron explains how to engage your audience and explain why a particular finding matters. She explores how to ace your interview, promote a paper, enter the political fray, and use new media to connect with your audience. Escape from the Ivory Tower includes advice from journalists, decision makers, new media experts, bloggers and some of the thousands of scientists who have participated in her communication workshops. Many of the researchers she has worked with have gone on to become well-known spokespeople for science-related issues. Baron and her prot#g#es describe the risks and rewards of "speaking up", how to deal with criticism, and the link between communications and leadership. The final chapter, "Leading the Way" offers guidance to scientists who want to become agents of change and make your science matter. Whether you are an absolute beginner or a seasoned veteran looking to hone your skills, Escape from the Ivory Tower can help make your science understood, appreciated and perhaps acted upon.

Contents

Preface
Acknowledgments
Foreword: Donald Kennedy

Part I The Scientist Communicator
Chapter 1. Introduction
Chapter 2. The Decision to Speak Out

Part II A Clash of Cultures
Chapter 3. What You Need to Know about Journalists
Chapter 4. Tell Me a Story: What Journalists Want from You
Chapter 5. The Changing World of the Media
Chapter 6. What You Need to Know about Policymakers
Chapter 7. Inform My Decision: What Policymakers Want from You

Part III The How-To Toolkit
Chapter 8. Deliver a Clear Message
Chapter 9. Ace Your Interview
Chapter 10. Fine-Tune for Radio and Television
Chapter 11. Reach out Instead of Waiting
Chapter 12. Promote a Paper
Chapter 13. Enter the Political Fray

Part IV Becoming an Agent of Change
Chapter 14. After the Splash, the Backlash
Chapter 15. Leading the Way: Nine Steps to Success

References
Index

Customer Reviews

Biography

A former journalist, Nancy Baron is a motivated promoter for clearly communicating the public implications of scientific findings. She has spent most of the past eight years training scientists to better communicate science to the media and the public. During this time she has worked with more 4000 scientists and many journalists and NGO professionals. Escape from the Ivory Tower is a direct result of her experience.