I was cleaning the basement some time ago and I found this paper it’s an
ago and I found this paper it’s an
ago and I found this paper it’s an artifact for my time as a member of the
artifact for my time as a member of the
artifact for my time as a member of the scientific community I was a chemical
scientific community I was a chemical
scientific community I was a chemical engineer who entered neuroscience and
engineer who entered neuroscience and
engineer who entered neuroscience and then became molecular biologist I loved
then became molecular biologist I loved
then became molecular biologist I loved science back then I still loved science
science back then I still loved science
science back then I still loved science but I was always a very odd bird in
but I was always a very odd bird in
but I was always a very odd bird in academia or to use them the words of the
academia or to use them the words of the
academia or to use them the words of the Swedish poet guna ft love I am a
Swedish poet guna ft love I am a
Swedish poet guna ft love I am a stranger in this land but this land is
stranger in this land but this land is
stranger in this land but this land is no stranger in me I had some kind of
no stranger in me I had some kind of
no stranger in me I had some kind of scientific mindset I can see it when I
scientific mindset I can see it when I
scientific mindset I can see it when I study there the note you see I will use
study there the note you see I will use
study there the note you see I will use a musical metaphor here at the time we
a musical metaphor here at the time we
a musical metaphor here at the time we were studying individual instruments the
were studying individual instruments the
were studying individual instruments the melodies here I have a vision about
melodies here I have a vision about
melodies here I have a vision about studying orchestral arrangements but the
studying orchestral arrangements but the
studying orchestral arrangements but the but the technology to do so was still
but the technology to do so was still
but the technology to do so was still far away
far away
far away science is a tough world and my skin was
science is a tough world and my skin was
science is a tough world and my skin was not thick enough so I took the fire exit
not thick enough so I took the fire exit
not thick enough so I took the fire exit and started working at the publishing
and started working at the publishing
and started working at the publishing house and after that at corporate
house and after that at corporate
house and after that at corporate communications in the med tech industry
communications in the med tech industry
communications in the med tech industry and after that at an advertising agency
and after that at an advertising agency
and after that at an advertising agency and when I had collected all those
and when I had collected all those
and when I had collected all those different practical communication skills
different practical communication skills
different practical communication skills I became what I wanted to be all along a
I became what I wanted to be all along a
I became what I wanted to be all along a freelance writer and lecturer in the
freelance writer and lecturer in the
freelance writer and lecturer in the fields of science technology and
fields of science technology and
fields of science technology and medicine or to put it in Polish
medicine or to put it in Polish
medicine or to put it in Polish stims Redskin possession Eve Ecuador’s
stims Redskin possession Eve Ecuador’s
stims Redskin possession Eve Ecuador’s on I have a very good relationship with
on I have a very good relationship with
on I have a very good relationship with science today if I should paraphrase
science today if I should paraphrase
science today if I should paraphrase what I said before I no longer live in
what I said before I no longer live in
what I said before I no longer live in this land but this land is a good old
this land but this land is a good old
this land but this land is a good old friend in me and I from this very
friend in me and I from this very
friend in me and I from this very special observation point I want to ask
special observation point I want to ask
special observation point I want to ask a question to the scientific community
a question to the scientific community
a question to the scientific community out there sometime somewhere science is
out there sometime somewhere science is
out there sometime somewhere science is intriguing fascinating and mind-blowing
intriguing fascinating and mind-blowing
intriguing fascinating and mind-blowing how come that it is often communicated
how come that it is often communicated
how come that it is often communicated in such an uninspired and stiff way to
in such an uninspired and stiff way to
in such an uninspired and stiff way to be frank in a boring way creativity and
be frank in a boring way creativity and
be frank in a boring way creativity and passion are strong drivers of science
passion are strong drivers of science
passion are strong drivers of science but how come that the communication
but how come that the communication
but how come that the communication culture is still so so constrained and
culture is still so so constrained and
culture is still so so constrained and conservative dear audience what do you
conservative dear audience what do you
conservative dear audience what do you think about when I say communicated
think about when I say communicated
think about when I say communicated complex information in a boring way I
will tell you what I think about when I
will tell you what I think about when I think about boring scientific
think about boring scientific
think about boring scientific communication exhibit number one the
communication exhibit number one the
communication exhibit number one the lectern pulpit in Polish it’s a popular
lectern pulpit in Polish it’s a popular
lectern pulpit in Polish it’s a popular weapon of mass boredom very common at
weapon of mass boredom very common at
weapon of mass boredom very common at scientific conferences you in the
scientific conferences you in the
scientific conferences you in the audience you all know that to change the
audience you all know that to change the
audience you all know that to change the world and to convince an audience you
world and to convince an audience you
world and to convince an audience you must enter the scary spot right here on
must enter the scary spot right here on
must enter the scary spot right here on the carpet exhibit number two the
the carpet exhibit number two the
the carpet exhibit number two the overstuffed PowerPoint slide or
overstuffed PowerPoint slide or
overstuffed PowerPoint slide or scientific poster a certain way to hide
scientific poster a certain way to hide
scientific poster a certain way to hide your main message and to create
your main message and to create
your main message and to create cognitive overload for the viewer
cognitive overload for the viewer
cognitive overload for the viewer exhibit number three the wall of text
exhibit number three the wall of text
exhibit number three the wall of text Journal article as if summarizing
Journal article as if summarizing
Journal article as if summarizing subheaders and fact boxes and bullet
subheaders and fact boxes and bullet
subheaders and fact boxes and bullet lists never were invented know it so you
lists never were invented know it so you
lists never were invented know it so you may say so what if science people want
may say so what if science people want
may say so what if science people want to have it this way it’s not our problem
to have it this way it’s not our problem
to have it this way it’s not our problem but Russia it is our problem and I have
but Russia it is our problem and I have
but Russia it is our problem and I have pressed the sorry sorry polar bear
mankind is facing huge challenges where
mankind is facing huge challenges where the political solutions fail climate
the political solutions fail climate
the political solutions fail climate change sea pollution global health care
change sea pollution global health care
change sea pollution global health care etc we need extended knowledge and we
etc we need extended knowledge and we
etc we need extended knowledge and we need technical solutions and we need
need technical solutions and we need
need technical solutions and we need them fast it’s especially important that
them fast it’s especially important that
them fast it’s especially important that we reach young people to shape their
we reach young people to shape their
we reach young people to shape their rational thinking and to recruit the
rational thinking and to recruit the
rational thinking and to recruit the specialists of tomorrow but you know
specialists of tomorrow but you know
specialists of tomorrow but you know that the the media competition is fierce
that the the media competition is fierce
that the the media competition is fierce out there and there is so much that
out there and there is so much that
out there and there is so much that gives instant gratification and our
gives instant gratification and our
gives instant gratification and our brains they just want to have fun
sometimes when I think about all the
sometimes when I think about all the disinformation that’s floating around
disinformation that’s floating around
disinformation that’s floating around out there I get really scared so I have
out there I get really scared so I have
out there I get really scared so I have been thinking a lot about this science
been thinking a lot about this science
been thinking a lot about this science is boring problem and I have come up
is boring problem and I have come up
is boring problem and I have come up with a solution and I will present it to
with a solution and I will present it to
with a solution and I will present it to you now
[Applause]
[Applause] to how to attain this you need to think
to how to attain this you need to think
to how to attain this you need to think of the letter P or other to peace P for
of the letter P or other to peace P for
of the letter P or other to peace P for passion and P for professionalism first
passion and P for professionalism first
passion and P for professionalism first the passion P if you want to give
the passion P if you want to give
the passion P if you want to give maximum impact to message you should
maximum impact to message you should
maximum impact to message you should always anchor it to your emotions about
always anchor it to your emotions about
always anchor it to your emotions about the subject if you feel very
the subject if you feel very
the subject if you feel very enthusiastic and inspired show that you
enthusiastic and inspired show that you
enthusiastic and inspired show that you are enthusiastic and inspired do you
are enthusiastic and inspired do you
are enthusiastic and inspired do you think I am an enthusiastic and inspired
think I am an enthusiastic and inspired
think I am an enthusiastic and inspired are you enthusiastic and inspired I
are you enthusiastic and inspired I
are you enthusiastic and inspired I think so the second P is for
professionalism science people may form
professionalism science people may form a brainy elite but they can learn a lot
a brainy elite but they can learn a lot
a brainy elite but they can learn a lot from professional communicators and
from professional communicators and
from professional communicators and there are so many tools in the toolbox
there are so many tools in the toolbox
there are so many tools in the toolbox of professional communication I will
of professional communication I will
of professional communication I will pick out a few here and now which I use
pick out a few here and now which I use
pick out a few here and now which I use on a daily basis the first tool set is a
on a daily basis the first tool set is a
on a daily basis the first tool set is a rhetoric the art of convincing and my
rhetoric the art of convincing and my
rhetoric the art of convincing and my favorite model from rhetoric is ethos
favorite model from rhetoric is ethos
favorite model from rhetoric is ethos pathos logos this model was suggested by
pathos logos this model was suggested by
pathos logos this model was suggested by Aristotle as as you say in polish in the
Aristotle as as you say in polish in the
Aristotle as as you say in polish in the fourth century BC Aristotle as he
fourth century BC Aristotle as he
fourth century BC Aristotle as he claimed that there are three ways three
claimed that there are three ways three
claimed that there are three ways three ways of persuasion
ways of persuasion
ways of persuasion the first one is ethos you use your
the first one is ethos you use your
the first one is ethos you use your trust your authority your personal
trust your authority your personal
trust your authority your personal trademark the second one is pathos you
trademark the second one is pathos you
trademark the second one is pathos you use your emotions your positive and
use your emotions your positive and
use your emotions your positive and negative feelings and the third one is
negative feelings and the third one is
negative feelings and the third one is logos you use facts and logic and here
logos you use facts and logic and here
logos you use facts and logic and here is a very important message to science
is a very important message to science
is a very important message to science and tech people
and tech people
and tech people data and your conclusions are not enough
data and your conclusions are not enough
data and your conclusions are not enough to convince a wider audience you must
to convince a wider audience you must
to convince a wider audience you must learn how to use the pathos and ethos
learn how to use the pathos and ethos
learn how to use the pathos and ethos strategies the next tool set I use on a
strategies the next tool set I use on a
strategies the next tool set I use on a daily basis is journalism journalism
daily basis is journalism journalism
daily basis is journalism journalism journalists are the experts of getting
journalists are the experts of getting
journalists are the experts of getting facts across in the most effective way
facts across in the most effective way
facts across in the most effective way and what they often use is the inverted
and what they often use is the inverted
and what they often use is the inverted pyramid
pyramid
pyramid what is the inverted pyramid well it’s
what is the inverted pyramid well it’s
what is the inverted pyramid well it’s about front-loading your text putting
about front-loading your text putting
about front-loading your text putting their answers to what when where who and
their answers to what when where who and
their answers to what when where who and why at the beginning and the peripheral
why at the beginning and the peripheral
why at the beginning and the peripheral detail at the end and then the reader
detail at the end and then the reader
detail at the end and then the reader can read the beginning and skip the rest
can read the beginning and skip the rest
can read the beginning and skip the rest if they’re not very interested and for
if they’re not very interested and for
if they’re not very interested and for an editor it’s very easy to shorten the
an editor it’s very easy to shorten the
an editor it’s very easy to shorten the text the third tool said I want to point
text the third tool said I want to point
text the third tool said I want to point at today is storytelling storytelling is
at today is storytelling storytelling is
at today is storytelling storytelling is packaged human experience it’s a it’s a
packaged human experience it’s a it’s a
packaged human experience it’s a it’s a great way of getting people to listen
great way of getting people to listen
great way of getting people to listen and be engaged by your stuff to tell
and be engaged by your stuff to tell
and be engaged by your stuff to tell stories there are many other tool sets
stories there are many other tool sets
stories there are many other tool sets in the big toolbox of professional
in the big toolbox of professional
in the big toolbox of professional communication and they are all worth
communication and they are all worth
communication and they are all worth studying but let me wake let me make one
studying but let me wake let me make one
studying but let me wake let me make one point clear here the idea is not that
point clear here the idea is not that
point clear here the idea is not that you should learn to practition all those
you should learn to practition all those
you should learn to practition all those different communication crafts the point
different communication crafts the point
different communication crafts the point is that you should study and steal what
is that you should study and steal what
is that you should study and steal what is useful for you in your context in
is useful for you in your context in
is useful for you in your context in your profession so
your profession so
your profession so time to catch my breath time to catch
time to catch my breath time to catch
time to catch my breath time to catch the moment do you see that the Sun is
the moment do you see that the Sun is
the moment do you see that the Sun is going up behind me things are actually
going up behind me things are actually
going up behind me things are actually improving for example platforms like Ted
improving for example platforms like Ted
improving for example platforms like Ted and YouTube has given great science
and YouTube has given great science
and YouTube has given great science communicators a whole new outreach and a
communicators a whole new outreach and a
communicators a whole new outreach and a whole new audience my own radiant role
whole new audience my own radiant role
whole new audience my own radiant role model is the late Hans Rosling
infographics are getting more popular in
infographics are getting more popular in science and here you see examples of
science and here you see examples of
science and here you see examples of graphical abstracts which are visual
graphical abstracts which are visual
graphical abstracts which are visual summaries of research articles and
finally there is even a dance movement
finally there is even a dance movement among early career scientists due to the
among early career scientists due to the
among early career scientists due to the increasingly popular dance your PhD
increasingly popular dance your PhD
increasingly popular dance your PhD competition it’s time that we abandon
competition it’s time that we abandon
competition it’s time that we abandon this very simple model and we form this
this very simple model and we form this
this very simple model and we form this cooperation instead where scientists and
cooperation instead where scientists and
cooperation instead where scientists and science communicators and science
science communicators and science
science communicators and science teachers they cooperate and interact to
teachers they cooperate and interact to
teachers they cooperate and interact to serve a lot of different audiences
serve a lot of different audiences
serve a lot of different audiences actually all of us I am optimistic I
actually all of us I am optimistic I
actually all of us I am optimistic I think that there is a new wave of
think that there is a new wave of
think that there is a new wave of communicators of science and when I pick
communicators of science and when I pick
communicators of science and when I pick up my crystal ball what do I see I see
up my crystal ball what do I see I see
up my crystal ball what do I see I see scientists who study rhetoric and
scientists who study rhetoric and
scientists who study rhetoric and journalism who learn video editing and
journalism who learn video editing and
journalism who learn video editing and stand-up comedy I see research groups
stand-up comedy I see research groups
stand-up comedy I see research groups who run their own websites and Twitter
who run their own websites and Twitter
who run their own websites and Twitter feeds who design interactive scientific
feeds who design interactive scientific
feeds who design interactive scientific posters and present their open notebooks
posters and present their open notebooks
posters and present their open notebooks on the Internet
on the Internet
on the Internet I see science communicators who organize
I see science communicators who organize
I see science communicators who organize science shows and and
science shows and and
science shows and and boardgames and finally I see science
boardgames and finally I see science
boardgames and finally I see science teachers who give life to the dry pages
teachers who give life to the dry pages
teachers who give life to the dry pages of of the books and demonstrate and run
of of the books and demonstrate and run
of of the books and demonstrate and run experiments and organize excursions and
experiments and organize excursions and
experiments and organize excursions and my message to you tonight dear audience
my message to you tonight dear audience
my message to you tonight dear audience is that whatever profession you have you
is that whatever profession you have you
is that whatever profession you have you may be a doctor a lawyer a administrate
may be a doctor a lawyer a administrate
may be a doctor a lawyer a administrate the business person the two peas can
the business person the two peas can
the business person the two peas can help you passion and professionalism
help you passion and professionalism
help you passion and professionalism both in your daily work and when you
both in your daily work and when you
both in your daily work and when you face special challenges and I want to
face special challenges and I want to
face special challenges and I want to finish with a celebration of a network
finish with a celebration of a network
finish with a celebration of a network of early career contacts that I’ve had
of early career contacts that I’ve had
of early career contacts that I’ve had the pleasure to work with they all
the pleasure to work with they all
the pleasure to work with they all represent very different ambitions but
represent very different ambitions but
represent very different ambitions but they all based a career on science and
they all based a career on science and
they all based a career on science and they all know that excellent
they all know that excellent
they all know that excellent communication skills will get them where
communication skills will get them where
communication skills will get them where they are heading so it’s Dorota and Jana
they are heading so it’s Dorota and Jana
they are heading so it’s Dorota and Jana from Poland
from Poland
from Poland it’s Olivia and Pablo from Spain and
it’s Olivia and Pablo from Spain and
it’s Olivia and Pablo from Spain and Peter without his upper head and Sarah
Peter without his upper head and Sarah
Peter without his upper head and Sarah from Sweden Alyssa from from Italy and
from Sweden Alyssa from from Italy and
from Sweden Alyssa from from Italy and many many more let’s give these
many many more let’s give these
many many more let’s give these fantastic people a great hand
”
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