Book review: Connection – Hollywood storytelling meets critical thinking

Thank you to Jarrod Green for this book review.

Scientists are sometimes criticised for being poor storytellers AND there are calls for more storytelling in science communication, BUT concrete advice about how to actually tell a good story can be hard to find. THEREFORE, Randy Olson, Dorie Barton and Brian Palermo’s Connection is an invaluable read for any science communicator who wants to sharpen their “story sense.”

A focus on storytelling might be off-putting to some. However, this is not a book about creative writing, nor is it trying to transform you into the next Kubrick or the next Dickens. Connection is about using the basic principles of story structure to communicate simply and effectively. As Palermo states, it’s about rendering your “splendid esoteric obscurity” into something engaging for a broad audience.

One of Connection’s key messages is simplicity and it’s hard not to admire the elegance of the ideas on offer here. Connection provides simple and memorable templates for communicating your story in a Word, a Sentence or a Paragraph (the WSP model). Olson’s ABT (And, But and Therefore) template is a particularly noteworthy element of the model. Adapted from the wisdom of South Park co-creator Trey Parker, the ABT template is an indispensable formula for a punchy elevator pitch.

Connection is based on a three-part communication workshop developed by Olson, Barton and Palermo. True to the experience of a workshop, all three authors write in a conversational and accessible style, making Connection an effortless read that doesn’t simply espouse good communication principles but also enacts them.

In the book’s first chapter, Olson provides an overview of the WSP model, which he frequently (and fittingly) conveys through anecdotes and examples. Some utilitarian readers may find the abundance of anecdotes unnecessary, but to feel this way may also be missing the point of a book where story is the foundation of both form and content.

In Connection’s second chapter, Barton applies Joseph Campbell’s concept of the “hero’s journey” to craft stories at the length of a paragraph (or longer). While Barton is not the first to draw upon Campbell’s work, her clear and accessible template for applying the hero’s journey represents a valuable contribution.

Rounding out the trio, Palermo’s chapter discusses the importance of improvisation for communicating on a relatable and emotional level.  Of the three authors, Palermo possibly has the hardest task in translating an improvisation workshop into a book chapter. Nonetheless, Palermo’s section still succeeds as an entertaining demystification of “improv.”Palermo’s insights into listening and openness make improvisation relevant to everyone, not just the theatrically inclined.

There are times where Connection is at risk of overstating (or at least oversimplifying) the case for storytelling. For instance, Olson refers to a functional MRI study as evidence of story’s unique power to communicate. While it may be possible to quibble with such examples, it is really not the point of Connection. If you accept the basic proposition that storytelling is a powerful form of communication, Connection provides you with the tools to make it happen. If you are hoping for a detailed and nuanced account of the science of story, it is probably best to look elsewhere (Olson rightly points to Jonathan Gottschall’s The Storytelling Animal as a good place to start).

Similarly, Connection’s fixation on Hollywood as the epitome of storytelling may rankle some readers, but the intent is not to elevate Hollywood above other traditions of filmmaking or storytelling. As Olson and his co-authors state, it’s more about tapping a source of storytelling expertise. If you want to learn how to craft a compelling story you could do worse than consult an industry whose livelihood depends on spinning a good yarn.

If you have read Olson’s previous book, Don’t Be Such a Scientist, you will find some familiar ideas in Connection. However, for the most part, Connection breaks into new territory and is a more focussed and practical book. If you only have time to read one of Olson’s offerings, make it Connection.

Everything about Connection comes in threes. Connection has three authors and three main chapters. It is centrally concerned with three-act story structures and its main ideas are expressed as three letter acronyms (WSP and ABT). So in that spirit, I would like to offer three words of recommendation. If you need a basic toolkit for communicating through story: Read. This. Book.

*Don’t have time read the book? Try Olson’s TEDMED presentation.

Member profile: Anne Chang

Thank you to Anne Chang for telling us about herself!

I wasn’t one of those people who knew what they wanted to be from a young age, unless you count being a princess (which I still wouldn’t mind being). Growing up I was exposed to science at a very early age; but I quickly realised I disliked inorganic chemistry, and I found biology boring (thinking it was predominantly about taxonomy). Yet, somehow, I found myself at the University of Oxford studying Biochemistry.

To me, Biochemistry presented the perfect mix: there was Chemistry, but it was all about how signalling pathways worked to produce phenotypical results; there was Maths, but that was mostly used for analysing scientific results (except for one brief traumatizing course on biophysics); and there was Biology, but in the sense of examining how metabolism and other biological systems worked, no taxonomy required. As my studies advanced I even threw in a little Engineering, but only in the context of tissue engineering – the creation of new organs using biochemical principles is, in the big picture, not as hypothesis-driven as pure biochemistry.

Best of all – Biochemistry at Oxford is a writing-based subject. We might have been studying chemicals, and molecules, and biological processes, but out of a total of 8 exams taken for the course, only one involved calculations. I was lucky enough to have attended a high school that taught students how to easily write large quantities of material, but my Biochemistry degree taught me how to write about science, after all, knowledge doesn’t count towards your degree if you can’t put it into words.

Following my undergraduate degree I embarked on a doctoral degree joint between the University of Oxford and the National Institutes of Health, in the US. This was a terrific program to be on, and it was a great learning experience, both in terms of scientific technique, but also into the minds of academics, researchers, and businessmen. This last category I met in the second year of my PhD, as I met them through my fiancé who was studying for his MBA at the Said Business School in Oxford – and it was an eye opening experience.

Science can be a bubble. Scientists (academic at least) live in a world in which they are surrounded by their experiments, absorbed in their experiments, performing experiments, analysing experiments, and planning  future experiments. In this world it is very easy to just put up the barriers and growl at unwelcome distractions such as paperwork, grant proposals, teaching, even writing up and publishing papers distracts from actually performing experiments.  For the first year of my PhD this was my existence, I lived in my scientific bubble, but then when I met all the students at the Business School that all changed. So far I’d only explained that science I was researching to other scientists, but now suddenly I had to explain what I did to people who might not have taken any science after high school!

The response I got blew me away. To be fair, Oxford students aren’t exactly the everyday person you meet on the street, but it wasn’t just that these people were capable of absorbing high level  science if explained in the right way, it was their enthusiasm for the science. As a researcher you tend to gravitate towards topics similar to yours, or approach other fields with a similar mindset to your own. But once my new friends were able to understand what it was I did, I started to ask questions no research had ever asked before about innovation, applicability and potential value. Their enthusiasm to learn more meant that my science was no longer living in a bubble.

My experiences with these business school students lit a fire in me to communicate science with non-scientists because I realised that if they understood science, they could genuinely get excited about it. A lot of fear about science these days is very much grounded in lack of understanding, because scientists do not know how to communicate what research has been accomplished and what they are trying to achieve.  The final year in my PhD, I started a blog, called makingbones, which discussed the methods behind thesis writing, methods used in tissue engineering (explaining them both to the average Joe as well as detailed procedures for other scientists), and news in science and tissue engineering. The response to this blog, which I discontinued upon finishing my PhD, has been tremendous and exceeded my expectations.

I finished my PhD and moved to Australia in August of this year. I jumped straight into science communications, with the birth of a new blog, Science Snapshot. This blog is my way of communicating the state of current science. The premise is simple, take a ‘random’ paper published on the day I write the blog post (ok, I confess, I try to pick the ones with the more interesting titles) and write a blog article about it so that anyone reading it will get the gist of what is going on in the field regardless of any prior knowledge or lack thereof. So far I’ve covered topics ranging from cancer research, to rabies vaccines for dogs in South Africa, to the best ways to freeze turkey meatballs, and practically everything in between.

I’ve also started two very different science communications positions within the greater Sydney Area. I’m a Clinical Research Associate as well as the Communications Director at the Sydney Orthopaedic Research Institute in Chatswood. This is rather fitting as my PhD was in tissue engineering of bones (i.e., Orthopaedics). I enjoy this role combination because not only do I generate communications material for the organisation, I also get to interact with the main target audience, the patients, to perform basic communications research. My other position is as a science writer at a prominent Sydney-based university. Here I’m stepping into a position within a marketing team and it’s been great to learn the communications strategies used for both external (we’re developing a new website) and internal initiatives. I’m very confident that my decision to leave research for a career in scientific communications was the right choice, and am excited about what I can achieve while in Australia!

Anne Chang has been a volunteer writer at Australian Science Communicators since August 2013.

Telling a science story: Industry and science engagement

Thank you to Julia Martin for preparing this piece.

Metaphor, visualisation and allegory are hardly the terms you’d expect business people to use when talking about science. But according to the industry insiders, imagination and story-telling are invaluable tools for anyone serious about communicating scientific knowledge to the public, employees and potential investors.

Recent reports from the Royal Academy of Engineers in the United Kingdom and the Australian Department of Industry’s Inspiring Australia Science Engagement Strategy describe the science outreach needs of business and industry. The surprise is that even in science-based enterprises like mining, industry insiders report that inspiration is as important as information when talking about science, technology, engineering and mathematics.

Business sees the value of science engagement in terms of corporate social responsibility, employee satisfaction and positive local relationships, as well as brand awareness. And while some may be cynical about such motivations, the pressures on businesses to mitigate risk mean that science engagement is often less about spin and more about building a positive operating environment.  As one industry leader commented, not doing science engagement can have far higher costs to a business than working openly and long-term with the community.

Relationships and networks, especially individual relationships, carry great weight in the communication of science in business settings. In Inspiring Industry to Inspire Australia: Business and Science Outreach, Peter Bury of the Australian Plastics and Chemicals Association points out that PACIA has been able to progress industry initiatives faster than in some countries with larger economies. He cites industry peaks as being an ideal way to translate the latest research into best practice, with members looking to their representative body for reliable scientific advice.

Personal links allow business to ‘put faces to the science’, and these links can endure for decades. Some of the most long-standing industry-science communication partnerships in Australia, such as the Shell Questacon Science Circus, rely on partnerships forged by individuals as far back as the early 1980s. In representative bodies like the University of New South Wales Science Advisory Council, industry members place high value on meeting scientists directly and sharing knowledge. For business, learning how scientists think lays important foundations for future partnerships, and ideally, a more science-friendly business world.

A panel of industry experts will be discussing these themes and their own experiences of business and industry-driven science engagement in the session Business and industry communities and controversy what role does science communication play in public engagement? at the Australian Science Communicators National Conference in Brisbane, on 3 February, 2014.

Please comment below, or email claireharris.oz [at] gmail.com or use #ASC14 on Twitter if you have a question for our panel: Suzanne Miller (Chief Executive Officer and Director, Queensland Museum Network), Kurt Heidecker (CEO of the Gladstone Industry Leadership Group), Geoff Brooke (Co-founder and Managing Partner of GBS Venture Partners), Jacqui McGill (Asset President of BHP Billiton Mitsui Coal) and Jason Prior (Research Director of the Institute for Sustainable Futures at the University of Technology Sydney). (The session will be facilitated by Julia Martin and is co-produced by Claire Harris and Julia Martin.)

A year in review: Scope 2013

Thanks to Victoria Leitch for the Scope ‘year in review.’

I might be a little biased, but I think we have had a great year with the ASC newsletter – Scope!

As current editor, I can proudly say that in the past year Scope has seen a number of improvements – many of which were implemented by (and should be attributed to the hard work of) my predecessor Sally Miles. A move to mailchimp has seen a greatly improved look and feel to the newsletter, and the introduction of a Scope writing team has allowed us to continue to improve our provision of new and varying content for members.

The newsletter has a very good open and click through rate, for those numberophiles (not a word, I know!) among us here are some stats since our move to mailchimp:

  • Sent to an average of 480 subscribers (min was 434 in March, max was 547 in June)
  • Average open rate of 50.1% (min was 43.3% in June, max was 56% in July)
  • Average link click rate of 21.9% (min was 15.1% in August, max was 34.1% in April/May)
  • The majority (>90%) of the opens are coming from Australia, but we also have opens in USA, Japan, New Zealand, Canada, UK, Poland and India

As a comparison for you, although stats vary pretty widely, an average open rate for a list our size would be up to 20% – so we really are doing very well.

Although we generally receive very positive feedback from readers, current discussion on the ASC discussion lists gave me cause to reflect on the format and content of Scope, and on that matter I offer the following thoughts.

I acknowledge that the current Scope format or content might not be to everyone’s taste, or might not be what you want to see. There is no way this can change unless people come forward and say something. There is a constant call for suggestions and opinions – this is included in every newsletter – and there is, and I believe always will be, an open call for content for the newsletter. The ASC communications team work damn hard on an essentially volunteer basis to bring you the newsletter and we desperately want to give you a quality publication that encompasses your vision for an ASC newsletter. Although we do receive some very positive feedback, which is always nice, we also invite any negative feedback or suggestions.

For those of you that have contributed content in 2013, I sincerely thank you for the effort you have put into improving our newsletter. Particularly to the Scope writing team, who put in many hours of blood, sweat and typing as volunteer writers – thank you!

We look forward to bringing you even more new and improved content in 2014.

… and I’ll say it one more time, please, if you ever have any thoughts, suggestions, events, or even if you simply want to tell me what the correct name for a numberophile is – email me at editor@asc.asn.au or if your comment is suitable for sharing, post it below!

 

ASC 2014 conference update

The Australian Science Communicators national conference 2014 is now only a matter of weeks away so it is time to revisit the website and make sure you have your finger on the ever increasing conference pulse.

Just a few of the things to catch up on are:

  • Only today to register to be in the running to win the ultimate Decadence Suite package at the Rydges Hotel Southbank (complete with chocolates, champagne, breakfast and huge king bed). The prize will be drawn on the 20th of December.
  • A draft program is now available on the conference website.
  • If you can’t make it to Brisbane, you can now livestream the conference from the comfort of your own home! Registrations for the livestream are available here, and for the exercise to be viable we need to get 100 registrations, so please get involved! Tell your colleagues overseas too!
  • Check out the awesome events – also available to the public – including the Storytelling of Science event (Sunday 2 February), the cross-Tasman SCANZ-ASC breakfast (Tuesday 4 February), and the conference dinner (Tuesday 4 February) featuring Robyn Williams awarding the Unsung Hero of Australian Science Communication award. Book tickets for all here (selecting special item tickets option).  

Don’t forget to tweet at conference hashtag #ASC14!

President’s update: reflecting on a successful AGM

Thank you to Claire Harris for this president’s update.

This is my last update from the 2013 President chair.

For this last edition of Scope I wanted to briefly summarise the AGM but also have a bit of a muse.

The AGM, held in Canberra on the 29th November, covered a range of important items including reviewing the year that was and discussing the future that could be. I posted a summary to the ASC mailing list.

The AGM elected Joan Leach as new President for 2014 and I congratulate her on taking on the role. Our finances are stable, we have made significant upgrades to our online infrastructure and our administration, and our branches have run a range of events and activities this year and I congratulate them for all they have achieved. We honoured David Ellyard as ASC life member. David was National Treasurer and President for over ten years.

Joan Leach is probably well known to many of you. Particularly if you are from Brisbane or studied at The University of Queensland. I first met Joan when I studied my Grad Dip in Communication at UQ. Joan was inspirational and energetic and really opened my eyes to science communication as a discipline and some of the great scientific debates and controversies of our time (such as health effects from silicon breast implants and mad cow disease).

I have recently been wondering if times have gotten tougher in sci comm. We are all advocates of communication/education/engagement/journalism etc. as a vital part of society’s relationship with science, technology, engineering, maths, innovation etc.. But some people I talk to are concerned about how challenging it is to keep up to date and not feel fragmented and how to keep going against the strong tides of apathy, hostility, politicisation, exhaustion and decreasing science (and sci comm??) funding… (If anyone has some stats – please let me know or comment below.)

I reflected on the ‘Science engagement in Australia is a 20th century toy’ article in The Conversation, published earlier in the year. Many I talk with agree with the need to ‘do better’ but that often the challenges around securing resourcing and support for more ‘well-rounded’ science engagement are too great. How can we shift the valuing of science engagement effectively without burning people out in the process? I’m very buoyed by what will be covered at the conference and am hoping the ‘impact’ part of our theme: Insight, Impact, Innovation comes out strongly.

Thinking about the ASC backyard, something that I have come across in most ASC members is a real integrity and spark of energy. Quite often there is a heady mix of creativity, nous and drive. There is undoubtedly passion.

Also undoubted, in my mind, is that we (the wider collective) are progressing in the right direction, with a national Inspiring Australia strategy for science engagement (which ASC continues to contribute to), science communication research and networks of people sharing their ideas and experiences to continue to push boundaries. Members of this community are contributing to expert working groups and are helping to pull together ground-breaking assessments. Just have a browse through the Inspiring Australia site full of stories and events or explore this website a bit more.

I think this particular member-based organisation is gaining strength at its 20 year anniversary – but this is not without challenges. Can the ASC explore different benefits or directions? Definitely. So a request to you, if I may, is (and this isn’t new) connect with others about what you think and what you will do to make a difference and change things. Will you canvass members near you to put forward an idea for funding or support? Will you start that special interest group (SIG) you’ve been talking about for ages? Will you help as an expert in your field to help others around you rather than expect that they will be able to get up to speed themselves? We know that many of the branches are canvassing members to find out how to offer what is needed, so will you work with your state branch reps to figure this out?

The ASC, only has one paid, part-time employee. But this doesn’t cancel out that there are brilliant opportunities for ground-up collective action. ASC provides a thread that connects you to 20 years of people (and their contacts) who are passionate and creative and value discussion of science and how it can be more effectively communicated in these times… Just like you.

The ASC and Inspiring Australia: working with the national strategy for engagement with the sciences

The Australian Science Communicators continues to be an active partner in the Inspiring Australia strategy. We are a member of the Science Sector Group, which provides national leadership and coherent action among non-government science sector organisations. This group aims to enable collaboration, information sharing and, where appropriate, coordinated approaches to issues around science. An important objective is to improve the efficiency, effectiveness, quantity and quality of Australian public science engagement.

Australia aspires to be an inventive society with a technologically skilled workforce, a scientifically literate community and scientifically well informed decision makers. The Inspiring Australia strategy aims to build a strong, open relationship between science and society, underpinned by effective communication of science and its uses.

The ASC shares many of the underlying aims of Inspiring Australia. We view that our involvement in several of Inspiring Australia’s activities will add value to the efforts of both groups.

Inspiring Australia

ACT: End of year celebration and branch AGM

19 December 2013
5:30 pmto6:30 pm

The ACT branch of the ASC is holding its local AGM and celebrating the year that was – official details for AGM below.

When: Thursday, 19th of December
Time: 5.30pm-6:30pm
Where: Meeting Room, Belconnen Arts Centre (118 Emu Bank, Belconnen)

After the AGM, all attendees are invited to join us for dinner at a restaurant along Emu Bank (majority rules!) where we can officially celebrate the achievements of the branch in 2013 and welcome the committee for 2014.

Who knows, we may even shout you a drink…you’ll just have to come to find out….

If you would like to come along please reply back to ianmcd85@hotmail.com so I can keep a tab on numbers.

Would you like to be apart of the committee in 2014?
All the committee positions are genuinely open and we need at least a President, Treasurer and National Liaison Officer for the committee to proceed in 2014. Details of the 2013 committee can be found here

  • President
  • Treasurer
  • National Liaison Officer (can be a dual role)
  • Secretary
  • Marketing Officer
  • Social Media Officer
  • Student Liaison Officer
  • Digital Media Officer

For more information on committee member roles please send an email or expression of interest to ianmcd85@hotmail.com by COB Wednesday the 18th of December. We welcome anyone and everyone to be involved but you do need to be a current financial member. A committee position is really what you make it and we are looking for enthusiastic and energetic members to help us make ASC even better in 2014. If you are not interested in taking on a role but would like to participate on the committee please let me know and we can discuss options.

Why should you join the committee in 2014?
Canberra has a great hub of science communicators and by joining the committee you can help us not only support our local science communicators but tailor events and workshops to meet the needs of our members. In 2013, the local branch ran a variety of workshops and social events, while also organising large scale events focused on communicating science to the public – we received media attention around our events and made strong networks with local media outlets (TV, radio and print). It’s a great way to network and make yourself known within the industry.

Can’t make it but want to have a say in your local branch events?
Please send through a proxy vote through by replying to ianmcd85@hotmail.com. We need a quorum (20% of current member numbers or 20 members, whichever is less) for the AGM to proceed. Something along the lines of:

I allow <insert name> to vote on my behalf at the ACT branch ASC AGM.

OFFICIAL AGM AGENDA

  1. Confirmation of members attending, apologies, proxies.
  2. Confirmation of the Minutes of the previous Annual General Meeting
  3. Tabling of Treasurer and President reports
  4. Nominations sought for office bearers (those in bold above mandatory). Where more than one nomination, vote by members in secret ballot (nominees leave the room).
  5. Any other business / ideas for 2014
  6. Close meeting