How to Develop the "Scientific Brand"

How to Develop the "Scientific Brand"
10 AM – 12 PM
Dodd Konover Auditorium
*Open to graduate students and post-docs at UConn

Dr. Kevin Folta
Professor and Chairman
Horticultural Sciences
University of Florida

Dr. Folta has been involved with various aspects of science communication, with a particular emphasis on biotechnology. You can follow Dr. Folta's communication outreach by listening to his podcast series, Talking Biotech, reading his blog or following him on Twitter.

Dr. Folta will give a seminar following the workshop.

"Communicating Contentious Issues with a Concerned Public - Focus on Biotechnology"
1 – 3 PM
Dodd Konover Auditorium
*Open to the public

Please contact Julia Kuzovkina (jkuzovkina@uconn.edu) or Jon Mahoney (jonathan.mahoney@uconn.edu) if you have questions about this event.

Workshop details:

A concerned public is bombarded with curious information. The internet creates instant experts, and it is hard to know what to believe. Sadly, the real experts remain silent, with no desire to engage. The long learning curve, paired to the threats of harassment and intimidation, are all factors keeping scientists on the sidelines around hot-button public issues.

The science topics of vaccination, climate, fluoridation, biotechnology and evolution are all emotional discussions in the public space, where a scientific consensus stands aboard a firm platform.

Why is there such discussion? It is because of misinformation, fear, and often activist agenda. But how do we communicate on these topics effectively?

This program is poised to do just that, centering on the topic of biotechnology. The workshops are sponsored, so they are of low/no cost to academic researchers wishing to learn more about the processes of science communication.

The following are the current modules taught as part of this science communication effort.

ONE-- HOT SCIENCE- How can we effectively communicate hot-button issues in science such as vaccines, climate, fluoridation or evolution? How do we change minds away from errant deeply-held beliefs?

1. Defining an audience and understanding them

2. Identifying shared values, working from common interests

3. Motivated sequences- persuading with thoughts from advertisers

4. Common mistakes and audience psychology

TWO- BIOTECH COMMUNICATION- The second series is "training the trainers". Students, postdocs, and faculty will convene for a series of four discussions in agricultural and medicinal biotechnology.

1. The basis of biotech traits, risks and benefits

2. Evidence-based evaluation of myth and popular storytelling

3. Future Products and Missed Opportunities

4. Effective communication in biotechnology

Practice session and workshop- honing presentation skills

THREE-- GENERAL COMMUNICATION STRATEGIES FOR SCIENISTS--

1. Presentation Structure - signposting, preview/review, Monroe's Motivated Sequence, etc.

2. Mistakes, Psychology and Timing

3. Non-verbal communication

4. Key points of science presentations

5. Overcoming anxiety

FOUR-- NO MORE ORANGES!

Citrus greening disease, or Huanglongbing (HLB) is a devastating and yet incurable disease in citrus trees. HLB threatens continued production in the State of Florida, and it has been detected in Texas and California. This disease has many components, and many potential solutions. This module is designed for students in grades 2-6, to inspire them to think about scientific solutions to agricultural problems.

The NO MORE ORANGES module is available in several formats. First, it can be delivered in person, which is great if a number of science classes can be included in a many session, daily set of discussions. Alternatively, teachers may download the presentation, and follow notes about how to deliver the work effectively.

The story is compelling and empowering to students, who are taught to develop hypotheses to address the many nodes of this devastating disease. By making the children the scientists, they are stimulated to creatively address major issues in agriculture. Contact Kevin Folta kfolta at ufl.edu for more information.