Explaining research: how to reach key audiences to advance your work
"Explaining Research is the most comprehensive guide to research communication. It offers practical tools and techniques to effectively reach professional and lay audiences important to researchers' success. These audiences include colleagues, potential collaborators, officers in funding a...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Oxford University Press
[2021]
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Explaining Research is the most comprehensive guide to research communication. It offers practical tools and techniques to effectively reach professional and lay audiences important to researchers' success. These audiences include colleagues, potential collaborators, officers in funding agencies and foundations, donors, institutional leaders, corporate partners, students, legislators, family and friends, journalists, and the public. The book also includes strategies to guide research communication, as well as insights from leading science journalists and research communicators. The book shows how to develop a communication "strategy of synergy;" give compelling talks; build a professional website; create quality posters, images, animations, graphs, charts, videos, e-newsletters, blogs, podcasts, and webinars; write popular articles and books; persuade funding decision-makers; produce news releases and other content that attract media coverage; give effective media interviews; serve as a public educator in schools and science centers; and protect against communication traps"-- |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xx, 393 Seiten |
| ISBN: | 9780197571316 |
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Contents Foreword to the Second Edition Preface Acknowledgments xv xvii xix Introduction: Explaining Your Research Is a Professional Necessity Lay-level explanations advance your research Media coverage can affect citations Attention affects your funding Communication tools are key to effective research, teaching Science and engineering lack a culture of explanation Meeting the demands of public science You are a media outlet! Explaining your work protects you professionally But will you be pegged as a publicity hound? Will explaining your work detract from your professional duties? I 2 4 4 6 6 7 8 10 10 11 PART I LEARNING A NEW COMMUNICATION PARADIGM 1. Understand Your Audiences They see you as a prestigious hero Appreciate that they are need-to-knowers They are not empty information buckets Communicate within their values and theories Limit their conceptual cargo Tell them about the other side You don’t have to be a super-scientist Learn to speak lay language Communicate with the active audience Pop your perceptual and ego bubbles 15 16 17 18 19 21 23 24 24 27 28 2. Plan Your Research Communication Strategy Decide on your tactical goal Free yourself from suspicion and risk Develop a “do-tell” strategy Develop a strategy of synergy Learn communication skills Manage the trust portfolio 30 32 32 33 33 34 35
Viii CONTENTS Use altmetrics to your advantage Also (ugh! ) market yourself You are media! Apply your communication strategy to your professional publications 35 37 38 38 PART II EFFECTIVELY REACHING YOUR PEERS 3. Give Compelling Talks Free yourself from text Organize your talk to grab and inform Give your audiences what they want Make your talk memorable Optimize text slides Use compelling visuals Develop slide savvy Create memorable models, demos, and pass-arounds Use good stagecraft Practice produces powerful persuasion Manage questions Synergize your effort 43 44 45 47 50 51 53 54 59 60 62 64 65 4. Develop Informative, Engaging Visuals Invest in evergreen visuals for multiple uses Create graphs and tables that reveal the data Illustrate and animate your work Consider creating VR or ARapps 67 67 68 74 76 5. Create Effective Poster Presentations Create an accessible design Tighten text, create grabber graphics Positively present your poster 77 77 78 79 6. Write Clear Research Explanations Use thrifty words Make sentences sing Write actively Write for the “reading eye” Prooffede, prufread, proofreed! 80 80 85 86 87 88 7. Build a Quality Website Why a quality website? Plan your website Strategize your website Get a memorable URL Design a user-friendly website 89 89 91 92 94 95
CONTENTS Follow design principles Write for the Web Feature compelling content Make your site a go-to resource Be image conscious Conduct usability testing Keep your site fresh Market your site ІХ 96 97 98 101 101 102 102 103 PART III ENGAGING LAY AUDIENCES 8. Develop Your Lay-Level Research Communication Strategy First, protect your publication Learn your institution’s communication culture, policies Tell your whole research story Find popular “hooks” Share your process and even failures Fit into your institution’s mission. or not Find out what your funding agency expects Become an expert resource Seek to “dominate the news space” 107 107 109 112 112 113 114 114 115 116 9. The Essential News Release The many types of news releases News releases have many uses 117 117 120 10. Craft Releases That Tell Your Research Story Start early! Write a dear, compelling headline Grab with the lede Place the nut graf high Place the news peg high Use an inverted pyramid organization Make explanations concise Include caveats about your findings Offer a broader perspective Properly credit participants Credit fUnding sources Make titles and affiliations unobtrusive Offer “real” quotes Avoid hype words Attribute subjective statements Be reader friendly with technical terms Indude comparative measures 125 125 126 129 130 131 131 132 132 133 133 134 134 135 137 137 137 138
X CONTENTS Invent vivid metaphors, analogies, and descriptions Make a clear conflict-of-interest statement Produce compelling visuals Explain the work comprehensively Adapt the release for the Web Create a media kit 138 139 139 140 140 141 11. Target Releases to Key Audiences Remember the internal media Target the trade media Do not spam Do not flack releases Offer advice on distribution Follow news release etiquette Advertise your clippings Heed these cautions! 143 143 144 144 145 145 146 147 147 12. Produce Effective Research Photography Control your images Hire a good photographer Protect your photo rights Prepare for the shoot Ask questions first, shoot later Understand the review process Think Web Know the ethics of Photoshopping Produce personable people pics Make the most of a studio shoot Embed your photographer Create online image galleries Create 360-degree panoramas 152 153 153 154 154 156 156 157 157 158 159 159 161 163 13. Produce Informative Research Videos Consider the entire video spectrum Quality always counts Check out the good, the bad, the ugly Create informative technical videos Make dynamic news videos Avoid video news ethical pitfalls Should you produce a lecture video? Capture field research on video Observe the basics Write your script Shoot your video Edit your video Create a Web video Syndicate your video 164 165 165 166 166 167 168 168 169 169 171 172 174 175 175
CONTENTS ХІ 14. Organize Dynamic Multimedia Presentations 177 15. Create E-Newsletters, Podcasts, Wikis, Social Networks, Blogs, and Webinars Strategize your social media persona Reach out with e-newsletters Be a podcaster Use wikis to share information Become a social networker Blog your research and expertise Tweet your research with microblogging Gather online with webinars and Web meetings 179 181 181 185 186 187 189 196 198 16. Write Popular Articles, Op-Eds, and Essays Prepare yourself to write Be a storyteller, not an “authority” Understand the editorial process Write op-eds and essays Write feature articles 204 205 206 207 213 215 17. Author Popular Books Theprosofwritingabook Theconsofwritingabook Do you have a marketable idea? Write the book yourself or collaborate with a writer? Train for a book Find agents and publishers Prepare a query letter and book proposal Become a publicity hound 223 223 223 225 226 228 229 230 231 18. Become a Public Educator Give public talks Work with local schools Mentor young people Work with science centers 233 233 235 236 236 19. Persuade Administrators, Donors, and Legislators Reach out to administrators Cultivate donors and foundations Lobby legislators 241 241 243 245 PART IV EXPLAINING YOUR RESEARCH THROUGH THE MEDIA 20. Parse Publicity’s Pros and Cons Benefits of working with the media Possible pitfalls of working with the media 257 257 260
xii CONTENTS 21. Understand Journalists They appreciate your cooperation They come in a broad spectrum They work for their readers and viewers They like to tell great stories They prefer conclusions, not caveats They work in a pressure cooker profession They are “journal-ists” They care deeply about accuracy They may be an endangered species They stink at statistics They cover stories “in shallow” They accentuate the positive, eliminate the negative (and seldom mess with Mr. In-between) They are two-sided, even if one side is bunk They limit covering the same topics They need to do their own reporting They need a news peg They work on tight deadlines They like visuals, multimedia 264 265 265 265 266 267 267 270 271 271 272 273 273 274 274 275 275 275 276 22. Meet Journalists’ Needs Be willing and available to talk Give the full story Clear bureaucratic roadblocks Consider communication training Become a credible source Make communication a two-way street Pitch story ideas Make (good) things happen to journalists 277 277 277 278 279 280 281 281 282 23. Prepare for Media Interviews Understand your interview bill of rights Decide who should do the talking Do your interview homework Do not triage the media Prepare the reporter for your interview When a reporter calls out of the blue When dealing with the media you would rather not 284 284 285 286 293 294 294 295 24. Make the Interview Work for You Check out the reporter General interviewing strategies Strategy for questions Strategy for additional information Strategy for style 296 297 298 301 303 304
CONTENTS Follow-up strategy Giving radio and television interviews Doing email interviews Working with a narrative journalist Participating in news conferences ХІІІ 305 307 314 314 316 25. Protect Yourself from Communication Traps Monitor your reputation Avoid being misquoted or misinterpreted Do not get trapped on the record Avoid a credit crunch Guard against policy foot in mouth Disclose corporate ties and other influences Do not skew your perspective Cope with a controversy/crisis Do not tiptoe around a delicate story Prepare for a hyperstory 319 321 321 322 323 324 325 325 326 333 334 26. Manage Media Relations at Scientific Meetings Identify newsworthy papers Notify the media Organize a newsroom Set embargoes on presentations Plan and conduct news conferences Arrange interviews and make experts available 336 337 337 338 339 340 343 27. Work with Your Public Information Officer A sales rep PIO or a PIO/journalist? PIOs in different institutions face different issues How your PIO can help you Get to know your PIO How to help your PIO Work with PIOs outside your institution Understand embargoes, pro and con 345 345 349 353 357 360 368 372 28. Should You Be a Public Scientist? 375 Index 381 |
| adam_txt |
Contents Foreword to the Second Edition Preface Acknowledgments xv xvii xix Introduction: Explaining Your Research Is a Professional Necessity Lay-level explanations advance your research Media coverage can affect citations Attention affects your funding Communication tools are key to effective research, teaching Science and engineering lack a culture of explanation Meeting the demands of public science You are a media outlet! Explaining your work protects you professionally But will you be pegged as a publicity hound? Will explaining your work detract from your professional duties? I 2 4 4 6 6 7 8 10 10 11 PART I LEARNING A NEW COMMUNICATION PARADIGM 1. Understand Your Audiences They see you as a prestigious hero Appreciate that they are need-to-knowers They are not empty information buckets Communicate within their values and theories Limit their conceptual cargo Tell them about the other side You don’t have to be a super-scientist Learn to speak lay language Communicate with the active audience Pop your perceptual and ego bubbles 15 16 17 18 19 21 23 24 24 27 28 2. Plan Your Research Communication Strategy Decide on your tactical goal Free yourself from suspicion and risk Develop a “do-tell” strategy Develop a strategy of synergy Learn communication skills Manage the trust portfolio 30 32 32 33 33 34 35
Viii CONTENTS Use altmetrics to your advantage Also (ugh! ) market yourself You are media! Apply your communication strategy to your professional publications 35 37 38 38 PART II EFFECTIVELY REACHING YOUR PEERS 3. Give Compelling Talks Free yourself from text Organize your talk to grab and inform Give your audiences what they want Make your talk memorable Optimize text slides Use compelling visuals Develop slide savvy Create memorable models, demos, and pass-arounds Use good stagecraft Practice produces powerful persuasion Manage questions Synergize your effort 43 44 45 47 50 51 53 54 59 60 62 64 65 4. Develop Informative, Engaging Visuals Invest in evergreen visuals for multiple uses Create graphs and tables that reveal the data Illustrate and animate your work Consider creating VR or ARapps 67 67 68 74 76 5. Create Effective Poster Presentations Create an accessible design Tighten text, create grabber graphics Positively present your poster 77 77 78 79 6. Write Clear Research Explanations Use thrifty words Make sentences sing Write actively Write for the “reading eye” Prooffede, prufread, proofreed! 80 80 85 86 87 88 7. Build a Quality Website Why a quality website? Plan your website Strategize your website Get a memorable URL Design a user-friendly website 89 89 91 92 94 95
CONTENTS Follow design principles Write for the Web Feature compelling content Make your site a go-to resource Be image conscious Conduct usability testing Keep your site fresh Market your site ІХ 96 97 98 101 101 102 102 103 PART III ENGAGING LAY AUDIENCES 8. Develop Your Lay-Level Research Communication Strategy First, protect your publication Learn your institution’s communication culture, policies Tell your whole research story Find popular “hooks” Share your process and even failures Fit into your institution’s mission. or not Find out what your funding agency expects Become an expert resource Seek to “dominate the news space” 107 107 109 112 112 113 114 114 115 116 9. The Essential News Release The many types of news releases News releases have many uses 117 117 120 10. Craft Releases That Tell Your Research Story Start early! Write a dear, compelling headline Grab with the lede Place the nut graf high Place the news peg high Use an inverted pyramid organization Make explanations concise Include caveats about your findings Offer a broader perspective Properly credit participants Credit fUnding sources Make titles and affiliations unobtrusive Offer “real” quotes Avoid hype words Attribute subjective statements Be reader friendly with technical terms Indude comparative measures 125 125 126 129 130 131 131 132 132 133 133 134 134 135 137 137 137 138
X CONTENTS Invent vivid metaphors, analogies, and descriptions Make a clear conflict-of-interest statement Produce compelling visuals Explain the work comprehensively Adapt the release for the Web Create a media kit 138 139 139 140 140 141 11. Target Releases to Key Audiences Remember the internal media Target the trade media Do not spam Do not flack releases Offer advice on distribution Follow news release etiquette Advertise your clippings Heed these cautions! 143 143 144 144 145 145 146 147 147 12. Produce Effective Research Photography Control your images Hire a good photographer Protect your photo rights Prepare for the shoot Ask questions first, shoot later Understand the review process Think Web Know the ethics of Photoshopping Produce personable people pics Make the most of a studio shoot Embed your photographer Create online image galleries Create 360-degree panoramas 152 153 153 154 154 156 156 157 157 158 159 159 161 163 13. Produce Informative Research Videos Consider the entire video spectrum Quality always counts Check out the good, the bad, the ugly Create informative technical videos Make dynamic news videos Avoid video news ethical pitfalls Should you produce a lecture video? Capture field research on video Observe the basics Write your script Shoot your video Edit your video Create a Web video Syndicate your video 164 165 165 166 166 167 168 168 169 169 171 172 174 175 175
CONTENTS ХІ 14. Organize Dynamic Multimedia Presentations 177 15. Create E-Newsletters, Podcasts, Wikis, Social Networks, Blogs, and Webinars Strategize your social media persona Reach out with e-newsletters Be a podcaster Use wikis to share information Become a social networker Blog your research and expertise Tweet your research with microblogging Gather online with webinars and Web meetings 179 181 181 185 186 187 189 196 198 16. Write Popular Articles, Op-Eds, and Essays Prepare yourself to write Be a storyteller, not an “authority” Understand the editorial process Write op-eds and essays Write feature articles 204 205 206 207 213 215 17. Author Popular Books Theprosofwritingabook Theconsofwritingabook Do you have a marketable idea? Write the book yourself or collaborate with a writer? Train for a book Find agents and publishers Prepare a query letter and book proposal Become a publicity hound 223 223 223 225 226 228 229 230 231 18. Become a Public Educator Give public talks Work with local schools Mentor young people Work with science centers 233 233 235 236 236 19. Persuade Administrators, Donors, and Legislators Reach out to administrators Cultivate donors and foundations Lobby legislators 241 241 243 245 PART IV EXPLAINING YOUR RESEARCH THROUGH THE MEDIA 20. Parse Publicity’s Pros and Cons Benefits of working with the media Possible pitfalls of working with the media 257 257 260
xii CONTENTS 21. Understand Journalists They appreciate your cooperation They come in a broad spectrum They work for their readers and viewers They like to tell great stories They prefer conclusions, not caveats They work in a pressure cooker profession They are “journal-ists” They care deeply about accuracy They may be an endangered species They stink at statistics They cover stories “in shallow” They accentuate the positive, eliminate the negative (and seldom mess with Mr. In-between) They are two-sided, even if one side is bunk They limit covering the same topics They need to do their own reporting They need a news peg They work on tight deadlines They like visuals, multimedia 264 265 265 265 266 267 267 270 271 271 272 273 273 274 274 275 275 275 276 22. Meet Journalists’ Needs Be willing and available to talk Give the full story Clear bureaucratic roadblocks Consider communication training Become a credible source Make communication a two-way street Pitch story ideas Make (good) things happen to journalists 277 277 277 278 279 280 281 281 282 23. Prepare for Media Interviews Understand your interview bill of rights Decide who should do the talking Do your interview homework Do not triage the media Prepare the reporter for your interview When a reporter calls out of the blue When dealing with the media you would rather not 284 284 285 286 293 294 294 295 24. Make the Interview Work for You Check out the reporter General interviewing strategies Strategy for questions Strategy for additional information Strategy for style 296 297 298 301 303 304
CONTENTS Follow-up strategy Giving radio and television interviews Doing email interviews Working with a narrative journalist Participating in news conferences ХІІІ 305 307 314 314 316 25. Protect Yourself from Communication Traps Monitor your reputation Avoid being misquoted or misinterpreted Do not get trapped on the record Avoid a credit crunch Guard against policy foot in mouth Disclose corporate ties and other influences Do not skew your perspective Cope with a controversy/crisis Do not tiptoe around a delicate story Prepare for a hyperstory 319 321 321 322 323 324 325 325 326 333 334 26. Manage Media Relations at Scientific Meetings Identify newsworthy papers Notify the media Organize a newsroom Set embargoes on presentations Plan and conduct news conferences Arrange interviews and make experts available 336 337 337 338 339 340 343 27. Work with Your Public Information Officer A sales rep PIO or a PIO/journalist? PIOs in different institutions face different issues How your PIO can help you Get to know your PIO How to help your PIO Work with PIOs outside your institution Understand embargoes, pro and con 345 345 349 353 357 360 368 372 28. Should You Be a Public Scientist? 375 Index 381 |
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| id | DE-604.BV047396624 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T17:51:12Z |
| indexdate | 2024-08-14T00:10:41Z |
| institution | BVB |
| isbn | 9780197571316 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032797810 |
| oclc_num | 1256406473 |
| open_access_boolean | |
| owner | DE-20 DE-703 DE-11 DE-355 DE-BY-UBR |
| owner_facet | DE-20 DE-703 DE-11 DE-355 DE-BY-UBR |
| physical | xx, 393 Seiten |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | Oxford University Press |
| record_format | marc |
| spelling | Meredith, Dennis 1946- Verfasser (DE-588)1247572811 aut Explaining research how to reach key audiences to advance your work Dennis Meredith Second edition New York, NY Oxford University Press [2021] xx, 393 Seiten txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Explaining Research is the most comprehensive guide to research communication. It offers practical tools and techniques to effectively reach professional and lay audiences important to researchers' success. These audiences include colleagues, potential collaborators, officers in funding agencies and foundations, donors, institutional leaders, corporate partners, students, legislators, family and friends, journalists, and the public. The book also includes strategies to guide research communication, as well as insights from leading science journalists and research communicators. The book shows how to develop a communication "strategy of synergy;" give compelling talks; build a professional website; create quality posters, images, animations, graphs, charts, videos, e-newsletters, blogs, podcasts, and webinars; write popular articles and books; persuade funding decision-makers; produce news releases and other content that attract media coverage; give effective media interviews; serve as a public educator in schools and science centers; and protect against communication traps"-- Wissenschaftliches Arbeiten (DE-588)4066571-9 gnd rswk-swf Vortragstechnik (DE-588)4188737-2 gnd rswk-swf Wissenschaftspublizistik (DE-588)4066606-2 gnd rswk-swf Wissenschaftskommunikation (DE-588)1031114947 gnd rswk-swf Communication in science Research Wissenschaftliches Arbeiten (DE-588)4066571-9 s Wissenschaftspublizistik (DE-588)4066606-2 s Vortragstechnik (DE-588)4188737-2 s DE-604 Wissenschaftskommunikation (DE-588)1031114947 s Erscheint auch als Online-Ausgabe, epub 978-0-19-757133-0 Erscheint auch als Online-Ausgabe, oso 978-0-19-757134-7 Erscheint auch als Online-Ausgabe, updf 978-0-19-757132-3 Digitalisierung UB Bayreuth - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032797810&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Meredith, Dennis 1946- Explaining research how to reach key audiences to advance your work Wissenschaftliches Arbeiten (DE-588)4066571-9 gnd Vortragstechnik (DE-588)4188737-2 gnd Wissenschaftspublizistik (DE-588)4066606-2 gnd Wissenschaftskommunikation (DE-588)1031114947 gnd |
| subject_GND | (DE-588)4066571-9 (DE-588)4188737-2 (DE-588)4066606-2 (DE-588)1031114947 |
| title | Explaining research how to reach key audiences to advance your work |
| title_auth | Explaining research how to reach key audiences to advance your work |
| title_exact_search | Explaining research how to reach key audiences to advance your work |
| title_exact_search_txtP | Explaining research how to reach key audiences to advance your work |
| title_full | Explaining research how to reach key audiences to advance your work Dennis Meredith |
| title_fullStr | Explaining research how to reach key audiences to advance your work Dennis Meredith |
| title_full_unstemmed | Explaining research how to reach key audiences to advance your work Dennis Meredith |
| title_short | Explaining research |
| title_sort | explaining research how to reach key audiences to advance your work |
| title_sub | how to reach key audiences to advance your work |
| topic | Wissenschaftliches Arbeiten (DE-588)4066571-9 gnd Vortragstechnik (DE-588)4188737-2 gnd Wissenschaftspublizistik (DE-588)4066606-2 gnd Wissenschaftskommunikation (DE-588)1031114947 gnd |
| topic_facet | Wissenschaftliches Arbeiten Vortragstechnik Wissenschaftspublizistik Wissenschaftskommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032797810&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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