Above the Noise

Tell the Story of Science

Carol Schadelbauer — Mon, 17 Feb 2014 16:21:51 +0000

So often what is missing from stories about new scientific findings is the scientist’s story. The best science writers will say we should put science in context in order for it to make sense to the public. And, equally important, we need to humanize science by including the back story to keep the reader curious about the next line in the story. What happened in the laboratory that made the researcher’s heart beat faster? Why did the scientist go into this field, and why is he or she so passionate about it?

“Viral” Op-Eds

Carol Schadelbauer — Tue, 04 Feb 2014 14:31:26 +0000

Duke University has more than great basketball. It has the nation’s best op-ed writer I’ve ever known. David Jarmul, associate vice president for news and communications at Duke University, is the developer of what I’d call "viral op-eds,” – op-eds that are so well written that they are irresistible to newspaper opinion page editors across the country. In his past career at the National Academy of Sciences he founded this technique of pitching a well written op-ed to many outlets, and he has perfected it at Duke.

Messages and Messengers Come in All Packages

Dionne Dougall-Bass — Mon, 04 Nov 2013 23:07:14 +0000

There are all kinds of ways to get an important message across, but is anyone really listening? If you’ve got the right messenger and setting, they’re more likely to.

Science Communications Lessons at Your Local Bar

Carol Schadelbauer — Fri, 18 Oct 2013 18:50:40 +0000

Some of the best tips about speaking to reporters come from reporters themselves. The most memorable point for me came from National Public Radio Science Correspondent David Kestenbaum, who by the way, has a Ph.D. in physics. He energetically said to our audience of biomedical scientists at a media training, "You have to speak to me like I'm the drunk guy at the end of the bar."

Data for Data's Sake: Worthless

Dionne Dougall-Bass — Fri, 02 Aug 2013 14:22:07 +0000

Researchers are valuable. Their years of painstaking and precise research bring us data about important things that affect and sometimes change our lives. But without the scientist’s voice and interpretation, data is meaningless.

Tweet or Go Extinct

Carol Schadelbauer — Wed, 03 Jul 2013 16:18:26 +0000

In an opinion piece in The Scientist, author Sara Yeo reports on the results of a survey of leading scientists at U.S. universities about their interactions with traditional media as well as social media like Twitter. Yeo and her colleagues then tracked the impact of this communications on their academics.

If Richard Can, You Can

Carol Schadelbauer — Wed, 29 May 2013 20:14:16 +0000

If a 12-year-old Masai boy from Kenya can do it, you can too. Chris Anderson, the curator of TED, a nonprofit devoted to big ideas that are presented beautifully and clearly by the idea-owners, writes in the June, 2013 issue of the Harvard Business Review about Richard from Kenya. Richard’s story was discovered randomly by Chris on a trip to Nairobi, and he knew that it was perfect for a TED talk. But, Chris says, “He (Richard) was painfully shy. His English was halting.

Mission Statements – Eight Words or Less or Forget It

Carol Schadelbauer — Wed, 22 May 2013 16:09:41 +0000

What does your audience want to hear? That’s the first question we ask before we work with trainees on messaging, and with good reason: targeting your statements and messages to your audience is imperative. So, if your audience is a funder or donor, listen up.

Believe in Science? Look No Farther than Your iPhone

Nick Seaver — Wed, 08 May 2013 19:13:57 +0000

We recently worked with The Tyler Prize for Environmental Achievement celebrating their 40th Anniversary with a panel discussion on the future of the environment. The panel discussion, moderated by MSNBC’s Rachel Maddow, sparked a fascinating discussion that ranged from the lessons learned in dealing with Quaaludes (yes, you read that correctly) to climate change, energy, agriculture, biodiversity and the public’s acceptance of science.

The entire discussion was fascinating (and worth a watch here), but there was one exchange that struck us as particularly memorable. In discussing public opinion polling on belief in climate change, Dr. Richard Alley pulled out his iPhone and waved it in the air saying, “It’s science that’s in there! Everybody knows this!” Dr. Thomas Lovejoy jumped in and brought Alley’s vivid point home by stating simply, “The American people are using the products of science every day. Why should they pick particular ones to disbelieve?”

Building Capacity...In Developing Stories that Grab Reporters

Preeti Singh — Wed, 01 May 2013 17:23:57 +0000

We all know that building capacity in the developing world – whether by providing technical training to laboratory staff or equipping a clinical trial site with a reliable power source or setting up financial management systems – is a worthy endeavor.

But is it newsworthy? Especially when you don’t give concrete examples of how you’re helping people help themselves? The answer, all too often, is “no.”