Imagine if the most important scientific discovery in a decade occurs, but nobody finds out. This may be reality because if the scientist is unable to meaningfully communicate the initial findings or benefit, there could be no interest or funding, and the idea dies. This is where public relations or PR for scientists, including masterful storytelling, can make or break the future impacts of scientific research. In its article Failure to Communicate Science Effectively Will Lead the Public to Mistrust Scientists, the University of Texas Health Science Center reported, “ineffective communication, lack of transparency and reproducibility of research,” are nothing new in the world of science.
PR for Scientists: Is Science Lost in Translation?
Storytelling may now be more important than ever as publicly funded science and research is facing significant challenges due to government cost-cutting and efficiency drives. To protect essential programs, it’s crucial for researchers, academics, and policymakers to become master storytellers. Instead of relying on dry statistics, they need to share personal stories that highlight the human impact of their work or deliver data using analogies which are more relatable. For example, saying “our sustainability efforts keep 2 million pounds out of landfills” is an unrelatable number. Effective PR for scientists means adding: “ … which is the equivalent of 2 jumbo jets.” Anyone can relate to a 747. Another way to report relatable data: “Our therapy reaches 575,000 patients … which is equivalent to the population of Wyoming.”
Scientists and their allies must communicate the real-life impacts of funding cuts in relatable terms. By focusing on the human benefit of their research, they can connect and better relate to the general public.
In these uncertain times, storytelling can transform beliefs and ensure continued support for life-saving scientific research. By framing science as a pursuit of real benefit, rather than just a collection of data, advocates can better protect publicly funded research.
Many White House and Congressional staffers do it every day. Most have studied how to put the right information in layman’s terms and then compress it, no matter how complex the topic or limited the time they’re given. Salespeople become masters of “the elevator pitch,” hitting key points and making a persuasive argument, providing meaningful storytelling every time they speak to a decision-maker.
Executive Briefing Skills Training Turns Scientists into Storytellers
At Yes& CommCore, our Executive Briefing Skills Training and Presentation Coaching Services will help you prepare for effective public speaking, Congressional briefing and testimony, pitching important ideas to your internal team, presentations to senior executives, keynote speeches, sales pitches, panel moderation, PowerPoint presentations, speech preparation, teleprompter training, testimony training, webinar delivery and more. Here are some of the roles that will benefit most from our Executive Briefing Skills Training programs:
- Executive Management Committee
- C-Suites and Division Leaders
- Spokespeople
- Marketing, Legal, IT, HR, Security, Finance
- PR, Communications, Investor Relations, Public/Government Affairs
- Operations
Yes& CommCore can teach you, through our Executive Briefing Skills Training and Presentation Skills Training Services. Investing in the development of these essential skills not only benefits your organization, but also furthers personal development, improves relationships, and enhances your career as a scientist or researcher. Delivering executive briefings provides an excellent opportunity for you to acquire valuable expertise as a reliable source of data, information, knowledge, and insight. Learning to do them well is a win-win-win.
Contact our Executive Briefing Trainers & Consultants
We are available and can put you in touch with the right person to help tailor a training or consulting program specifically for you and your team.
To schedule get answers quickly, call us at (202) 659-4177 or email info@yesandcommcore.com to contact our experts in PR for scientists today.