Workshop Description

Communication of science educates society, provides social recognition, helps achieve media relevance, and paves the way to performing knowledge transfer to the society at large. This is in line with the current trends of Open Science (including Open Code, Open Data, and Open Access) and Citizen Science. It is also one of the main ways to achieve democratization of knowledge and show to society how the resources that are invested in research pay off. And, in the particular case of the Institute, it is a very valuable tool to enhance social perception and generate a positive social balance.

Workshop Content

Module 1 - How to write a science article for media? - Claudia Lorenzo. Journalist and scriptwriter. Culture editor at The Conversation

• Before you start to write: who it is addressed to, style, differences between scientific article and journalistic article
• Different types os disseminative articles
• Content organization: how to title, how to organize materials, what is important and what is left, how to quote, how to finish
• Narrative coherence (plot, protagonists y events). Consistency and coordination of elements of narration

Module 2 - What grabs readers’ attention? - Elena Sanz. Scientific journalist. Chief editor at The Conversation. Health + Medicine Editor

• Neuroscience of attention: how the brain attends
• Why stories work better than data
• Storytelling and its effect on hormones: cortisol, oxitocine, dopamine…
• Novelty, surprise, fear, curiosity, emotions and empathy
• Brain biases: what are they and how do they affect readers’ attention

Module 3 - How to approach a written interview for the press, radio or televisión - Alicia González

• Participate in the media: how to gain confidence when facing an interview with a journalist
• How the media and journalists work
• Key tips for effective communication: how to achieve clear, informative concise communication

Module 4 - Practical case: testimony of a scientist - Alberto Nájera. Physicist and doctor in neurosciences and University of Castilla La Mancha UCC+i coordinator

• The challenge of disseminating what is being investigated
• Personal experience, situations, formats
• Practical tips

Module 5 - Presence in social networks: Its importance and how to manage them

• Why should I be on social media?
• First steps: who do I represent? What is my voice? Who do I address?
• Codes of the different networks: adapting the tone
• Public exposure and handling trolls
• Disinformation and other communication challenges