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Writing for the general public

This presentation discusses the importance of effective science communication, including the roles of scientists and science journalists, knowing your audience, choosing the right medium for communication, and crafting engaging and informative content. It also explores the famous 5 Ws of journalism and offers tips for starting a science blog. The presentation emphasizes the need for clear, concise, and compelling communication to ensure that the message reaches and resonates with the intended audience.

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Writing for the general public

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  1. Writing for the general public Massimiliano Razzano Università di Pisa & INFN-PisaUGIS & SWIMMUSE General MeetingPisa, 29 September 2016

  2. Do we need a to write? “...nine daughters begotten by great Zeus, Cleio and Euterpe, Thaleia, Melpomene Terpsichore, and Erato and Polyhymnia and Urania and Calliope , who is the chiefest of them all” (Hesiod, Theogony, II , 76-79)

  3. The science communication process

  4. Communication? The message should arrive!

  5. Who are you? Scientist vs Journalist Scientist that writes/does outreach Science journalist

  6. The (scientist) writer • Is a scientist, who writes • Is “the expert” • Writes mainly on her/his field • Mainly books, but also articles, radio, TV • Minor activity She/he is mainly a scientist (it is our case here!)

  7. Carl Sagan Stephen Hawking, Brian Cox, etc…

  8. The science journalist • Is a journalist that writes on science (and the rest) • Usually it is not a scientist • Professional journalistic career/formation • Mainly stories, books • Writing it is the main activity She/he is mainly a journalist

  9. The audience“who you are talking to?”

  10. Who are you talking to ? • How would you explain a neutrino to: • A school kid • Your neighbour • A fellow (non physicist) researcher • etc… Knowing your audience is crucial ! • Other scientists • General public • Politicians and/or funding agencies • School • Journalists

  11. Know your audience !

  12. Know the audience ! Americans+Facebook

  13. The audience • Scientist • -Other scientists • -Committees • -Politicians • Journalist/science writer • -Readers (various kinds, from kids to adults • -Different backgrounds and educations • -Other journalists (interview/press release)

  14. The “location”“where are you writing?”

  15. Science journals vs magazines • Science magazine • General science (some exceptions) • Style: informative, creative and “catchy” • Timeline different: news/stories can be written in <hours • Newspapers (NYT, Times) • High-level general (Scientific American) • Broad audience general (Focus, etc…) • Specialistic (Sky & Telescope, etc…)

  16. Writing: magazines

  17. A key point: The message“what is important?”

  18. Is your news “sexy”? • A.k.a. newsworthyness • For a science paper, the key is a scientific advance (discovery, new measurement, etc) • For a news/outreach text, it depends: • on the audience • on the magazine • paper or online?

  19. Catchy Titles for scientists

  20. Catchy for the rest of the world

  21. Titles, titles, titles

  22. The content“what are you writing?”

  23. Paper vs story • Some similar points • Perform an initial research • Look for sources • Present different points of view • But... • Need to validate sources • No need to do original research • Very tight schedule (it's the market..) • Need to catch the reader, always!

  24. What comes first?

  25. Some small tips to keep in mind... • Oriented to the readers • Has to be clear • Has to be simple • Tell, inform, engage, shock, amuse • Different from creative writing • Although, you can use some help • Various forms • Short shorty/news • Long/featured story • Comment • Review Again…the target is the reader

  26. Basic structure Title/head Subhead Lead

  27. Try it ! • Write a text on the same subject, but… ...on a full page (e.g. 4000 characters) ...on 2 paragraphs (e.g. 2000 characters) ...on a couple of lines (500 paragraphs) If it is on a poster, what would you change?

  28. The KISS Principle 03/03/16

  29. Seven C of Communication* • Correct • - Don’t add weight… • Clear • -Find an honest critic • Concise • - Don’t make me wonder, don’t make me wait • Comprehensive • - Q&A • Compelling • - Photos, animations, etc… • Concrete • - Examples! • Concentrated • Your job is outreach. So reach out. Call us *R.R. Britt, Senior Science Writer @SPACE.com

  30. And the famous 5 Ws of journalism • Start with a “hook” • The 5 Ws • Who? (did the research) • What? (is the result) • Where? (was done) • Why? (is important) • When? (was done/published) • (How?) – possibly in the background

  31. The famous 5 Ws

  32. The famous 5 Ws

  33. The famous 5 Ws

  34. Do you want to start a blog? • Oriented to the readers • Has to be clear • From “weblog” • Offers an “expert” point of view • On researcher’s life • On a science field • On pratical tips (e.g. computing, cooking) • Writing style • Informal • Diary form • Periodic (hopefully) • Interaction with readers/followers • Interaction with social networks

  35. Preposterous Universe

  36. Bad Astronomy “Bad Astronomy”

  37. Quantum Diaries (2005)

  38. Too many things to remember?Start with the rule #1:

  39. Too many things to remember?Start with the rule #1: Think about your reader !

  40. Thanks for your attention!massimiliano.razzano@pi.infn.it@maxrazzano

  41. What if…...i have to write an (outreach) poster?

  42. TOO MANY FONTS! http://b2bstorytelling.files.wordpress.com/2013/09/fonts.jpg

  43. USE 2 or 3 GREAT FONTS

  44. Which one? http://www.slideshare.net/mikejeffs/how-to-create-great-slides-for-presentations

  45. Other good fonts http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest

  46. Other good fonts http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest

  47. Other good fonts http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest

  48. ..and some worst… http://absolutegraphix.co.uk/bestworstfonts.asp?strID=Guest

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