Communicating Clearly about Science and Medicine: Making Data Presentations as Simple as Possible ... But No Simpler

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Gower Publishing, Ltd., 2012 - Business & Economics - 184 pages
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Scientific communication is challenging. The subject matter is complex and often requires a certain level of knowledge to understand it correctly; describing hazard ratios, interpreting Kaplan Meier curves and explaining confounding factors is different from talking about a new car or clothing range. Processes, for example in clinical trials, are laborious and tedious and knowing how much of the detail to include and exclude requires judgement. Conclusions are rarely clear cut making communicating statistical risk and probability tough, especially to non-statisticians and non-scientists such as journalists. Communicating Clearly about Science and Medicine looks at these and many more challenges, then introduces powerful techniques for overcoming them. It will help you develop and deliver impactful presentations on medical and scientific data and tell a clear, compelling story based on your research findings. It will show you how to develop clear messages and themes, while adhering to the advice attributed to Einstein: 'Make things as simple as possible...but no simpler.' John Clare illustrates how to communicate clearly the risks and benefits contained in a complex data set, and balance the hope and the hype. He explains how to avoid the 'miracle cure' or 'killer drug' headlines which are so common and teaches you how to combine the accuracy of peer-to-peer reviewed science with the narrative skills of journalism.
 

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Contents

About this Book
1
Science Communication in the TwentyFirst Century
5
The Seven Challenges of Communicating Science
17
Preparing Your Talk
47
Illustrating Your Talk
77
Delivering Your Talk
113
Medicine and Science in the Media
133
Media Interview Techniques
155
Every Interaction Counts
175
Index
181
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About the author (2012)

John Clare is an internationally renowned media, communications and crisis consultant who coaches leaders from the medical, pharmaceutical and scientific industries. He holds the prestigious Communique Judges Award for Outstanding Healthcare Communication. Following 18 years in journalism, as a reporter, producer and broadcast presenter for ITN, and commissioning editor for the Daily Mail newspaper, John founded LionsDen Communications in 1992.

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