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. The book 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 protegees 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.
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