The document provides guidance for communicating science and health information to the public. It discusses the importance of translating technical research for non-expert audiences. Specific tips include using plain language, short sentences, and real-world analogies. The document also addresses engaging with news media, managing expectations about research, and using social media effectively. The overall message is that scientists should make an effort to ensure the public can access and understand their important work.

1. v
Only connect:
Kara Gavin, M.S.
Lead Public Relations Representative,
Michigan Medicine Dept. of Communication
Policy & Research Media Relations, U-M IHPI
News media, social media & beyond for
Psychiatry faculty, staff & trainees

2. v
With apologies to
E.M. Forster…
“Only connect! That was the whole of
her sermon. Only connect the prose and
the passion, and both will be exalted,
and human love will be seen at its
height. Live in fragments no longer.”
- E.M. Forster, Howard’s End

3. v
Who am I?• Member of Michigan Medicine Dept. of Communication
• Trained in biology, science writing & journalism
• 20+ years’ experience publicizing research (U-M, BNL)
• Find & tell stories
• Handle news media inquiries
• Push stories out any way I can
What do I do?

4. v
Why does U-M have staff like me?
• our institution’s work should reach people who care
• U-M expertise can have impact
• taxpayers & policymakers who fund research
need to know what they’re paying for
• most Americans need science/medicine translated
• it’s easier than ever
*and lots of other places too
Because…

5. v
Literacy statistics
• The average reading level in the U.S. is 8th grade,
and 20 percent read at the 5th grade level or
below.
• 40 percent of senior adults read at or below the 5th
grade level.
• Among minority groups 50 percent read at or
below the 5th grade reading level.
The Partnership for Clear Health Communication
2003 National Assessment of Adult Literacy (NAAL)

6. v
What do they know?
• 71% extremely/very confident: mental illness is a medical
condition that affects the brain (21% somewhat confident)
• 69% extremely/very confident: genetic code in cells helps
determine who we are (22% somewhat confident)
• 53% extremely/very confident: childhood vaccines are
safe and effective (30% somewhat confident)
• 31% extremely/very confident: life evolved through
natural selection (24% somewhat confident)
Poll published April 2014 by AP; 1,012 adults rated
confidence in a scientific concept

7. v
An eager audience
National Science Foundation Science and Engineering Indicators 2016

8. v
Science & policymakers
• Take aim at ‘wasteful
spending’
• Seize on controversies &
safety lapses
• Staffers may have little
scientific background
• Policy should be based on
evidence

9. vDon’t take it from me…
National Academy of
Sciences
Committee on Science
Literacy and Public
Perception of Science
Science Literacy:
Concepts, Contexts, and
Consequences
August 2016

10. v
“Science literacy for individuals, communities, and
societies emerges at the interface of the knowledge,
attitudes, and motivation of laypeople and the
communicative efforts and trustworthiness of scientists.
The scientific community needs to
take at least partial responsibility
for creating an environment in
which science literacy can thrive. ”

11. v
“We envision a society that is infused by science
literacy, not in the sense that every person
necessarily knows any specific set of things about
biology, chemistry, or physics, but in the sense that
there is a shared belief that scientific expertise can
be trusted, that scientific misconduct and fraud are
rare, and that social organizations
can and should be structured to
enable science literacy
rather than prevent it.”

12. v
Jargon = words not in common vocabulary
Words that people in a
given field use exclusively,
or in a different way from
how others use them
“Robust” – an adjective for data?
Or coffee?
“Significant” – passed a statistical threshold?
Or another word for important?
To reach the public, avoid jargon

13. v
Does it pass the
Thanksgiving Table Test?

14. v
General tips
Logical
organization
“You” and
other
pronouns
Active voice
Common,
everyday
words
Short
sentences,
short
paragraphs
Easy-to-read
design
features

15. v
Testing readability
Use the Flesch-Kincaid
readability test in Word.
Go into File  Options
--> Proofing, and click
Show Readability
Statistics.
Define scientific terms,
take them out of the text
temporarily, run Spelling
check. If you get a score over 8th
grade (without jargon words
you can’t avoid), revise!

16. v
Take it to the next level!
Imagination
EmotionsSenses
Bring your work
ALIVE by
engaging the
audience’s…

17. vUse Metaphor & Analogy
Metaphor:
A figure of speech in which a word or phrase is
applied to an object or action to which it is not literally
applicable.
Note: A simile is a kind of metaphor!
Metaphor: A blanket of
snow fell last night.
Simile: The snow was like a
blanket on the hills.

18. v
Analogy:
A comparison between two things,
typically on the basis of their structure
and for the purpose of explanation or clarification.
The neurotransmitter
molecules fit into their
receptors like keys into
locks, opening the door
for cells to talk to one
another.
Use Metaphor & Analogy

19. v
How to come up with good ones?
Engage your own imagination!
• If it’s tiny, what would it look like blown up
to human scale?
• If it performs an action, how would you
describe it using everyday verbs?
Do a little free association
Find common experiences, objects or
phenomena the public will “get”

20. v
In other words…
LET IT GO!

21. v
But before you go TOO far…
Test-market your analogies & metaphors
Try it out on unsuspecting roommates,
family members, or teammates
Make sure your cultural/experiential references
are pretty universal
Or explain (get everyone on the same page)
Don’t go too far down the rabbit hole
Once you’ve set the stage, back away from
metaphor, get on with explanation

22. v
Now, try it out!
Half Life

23. v
CALL YOUR
PR PERSON
Kara –
All Psychiatry/MBNI – for
major research/issue stories
Stephanie –
Psychiatry/Depression Center
members
Kat –
Prechter Program members

24. v
What do we do?
• Connect with faculty about upcoming
publications, grants, major events, etc.
• Plan the best communication course
• Write & get feedback on what we write
• Commission or create visuals & videos
• Disseminate content via all appropriate
channels -- including reporters & social media
• Act as intake for media requests
• Coach faculty on media interactions
• Approach reporters with ideas or experts
• Handle “hot button” issues

25. v
Connect via the media
• Press release/blog post
on your team’s research
or other work
• Expert opinion
on a topic in your specialty
• Commenting
on research by others
or on a societal/policy issue
• In-depth stories on a weighty topic
• Crisis/problem situations

26. v
Talking to reporters
• Prepare with PR person
• three key points
• Use layperson’s terms
• avoid jargon
• speak colloquially
• If there’s a press release, use it
• Respect deadlines
• Understand the news outlet
• Respect their independence

27. v
Use the time AHEAD of publication
The “Scout’s honor”
embargo system
for research news
• Institution/journal reaches out to
reporters a few days ahead
• Reporter agrees not to publish
or broadcast results until a set
date/time

28. vThe embargo system
•Increases the newsworthiness
of research news
•Gives institution time to
prepare text, graphics, video
•Gives reporters time to
prepare stories on complex
issues, and increases
accuracy/balance

29. v
A new era of communication
• Traditional news media’s
gatekeeper role is eroding
• Big institutions =
trustworthy news sources
• Everyone’s a publisher

30. v
Who needs reporters anyway?
• Social media & search
• Institutions & individuals
create & share directly
• Visuals are vital
• Fast response to
controversy

31. v
News
Media
• Immediate coverage
• Later coverage
• Later expert source
requests
PR
services
• Eurekalert
• Newswise
• PR Newswire
• Futurity
• News aggregators
U-M
outlets
• Record /
Headlines
• Magazines
• Websites & blogs
• Newsletters
• Email: donors,
alumni, others
Social
media
• U-M/UMHS fans
• Shares of our
stories
• Shares of news
coverage
• Reddit, etc.
Publish U-M
content in a
way that
anyone can
freely use
(as long as
they mention us as
the source)
Our Answer:

32. v
www.michiganhealthlab.org
Reseach & education stories
Facebook - Twitter - Email
Sister site for health/patient stories:
www.michiganhealthblog.org

33. v
• 1-2 stories a day
• Aimed at sophisticated
general audience
• Easily shareable
• Custom graphics
• Paid social media
promotion
• Open copyright

34. v
Our challenge:
How to walk the tightrope
(and still get people to pay attention)

35. vWalk that tightrope!
• If it’s in animals, cells or computer
models, say so & and list next steps
• If it used data from populations or past
patients (not actual testing) say so
• If it tested a drug, device or
intervention in people, include:
– how many
– what phase of testing it’s in
– where it stands in the FDA process
– what it costs or if insurance covers
– what else is available & how well it works
– the size of the effect it had & any problems
If there’s
IRB-approved
language, use it
or link to it!

36. vPrepare messages so that you don’t…
• Leave uncertainty in the
mind of a general reporter
• Raise hopes of patients
& their families about potential new
options
• Create false
expectations about the path
from lab to clinical use
• Open floodgates of
inappropriate calls/emails
• Open us to criticism
by watchdogs & regulatory entities

37. v
Engage directly: Social media
• Connect with others in your field & beyond
• Share new findings, publications, news items,
observations, opinions, timely links
• Retain professional tone while engaging
• Get the most out of conferences & events

38. v
Your essentials
• A robust, updated
professional web profile
• Know your PR person &
when you should contact us
• Basic LinkedIn profile
• Google yourself/set up alert

39. v
Choose your level: Laying low
• Start by “lurking” –
follow individuals,
institutions, organizations,
and news media
• Monitor Twitter traffic at
conferences via hashtags (& use them!)
• Subscribe to lists of Twitter users compiled by
others in your field
• Join LinkedIn groups for professional societies

40. vTake it to the next level
• Claim Twitter handle, add bio & link
• Share links & posts on LinkedIn
• Claim your Doximity ID and flesh
out your profile (physicians only)
• Write a “plain English” web blurb on
your research focus
• Post/tweet about each paper you
publish/talk you give

41. vEngaging more fully
• Share links to your
own work & work of others
• Post slide sets on
your site or SlideShare
• Take part in tweet chats, Reddit AMAs, online
campaigns, virtual journal clubs, etc.
• On your personal social media, educate
friends by sharing news/observations

42. v
Join
• Platform to reach the public on timely topics
• Articles created by academics, shaped by
professional editors, published under open copyright
• Routinely re-published by major media outlets, from
Time and Washington Post to IFL Science
• Easily shared via social media and the web
• Authors can see data on views, republishing

43. v
Idea
Pitch
Refine
Green Light
Write
Edit
Publish
Share
You & colleagues
You
You & section editor
Section editor
You & colleagues
You, colleagues, &
section editor via cloud
The Conversation staff
Everyone!
The Conversation process

44. v
What could happen?
• Connect with others
• Spread knowledge
• Amplify your impact
• Keep up with new
ideas & opportunities
• Lend your voice
• Get more from your
work

45. v
Be careful of…
• Connecting with patients on
social platforms
• Being too political/personal
– but DO cite published
research
• Engaging in debates or
advocacy without knowing
the mechanics of the
platform you’re on

46. v
I challenge you…
• Speak their language.
• Don’t just hope someone
else will do it!
• See it as part of your
career.
• Only connect.

47. v
Resources
NIH Checklist for Communicating Science & Health to the Public:
http://umhealth.me/NIHChecklist
AAAS Center for Public Engagement with Science:
http://www.aaas.org/pes
National Patient Safety Foundation: Health Literacy
http://npsf.site-ym.com/?page=healthliteracy
Health News Review: Communicating about health research:
http://www.healthnewsreview.org/toolkit/
My Slideshares & Handouts on news media, social media, etc.
www.slideshare.net/KaraGavin
Joyce Lee, M.D.’s Slideshares on social media:
http://www.slideshare.net/joyclee/presentations