Science can improve individual lives, and even change the world. But only if the world knows about it.
Research changes paradigms. And especially, if key individuals get on board.
The art of the elevator pitch
Another “Promoting your science: the art of the elevator pitch” session is set for Tuesday, Dec. 12, 8:30-10:30 a.m. in the Fred & Pamela Buffett Cancer Center. The session will be held in the classroom just north of the reception desk, room 0.12.103. This workshop will require prior registration. Please register here or contact Max Kuenstling with any questions.
And so, Jennifer Larsen, M.D., vice chancellor for research, recently told a roomful of researchers, “It is important that you talk about what you do.”
Dr. Larsen was making a presentation, as part of Innovation and Research Month, on how to develop an “Elevator Pitch.”
Dr. Larsen likened this pitch to ones made in the entertainment industry – succinct, bottom-line summaries designed to grab attention, peak interest, and leave the listener thinking, “Wow, I would love to see that movie!” (Or, even better, finance it.)
And so, Dr. Larsen said, scientists need to be able to talk to people who are not scientists.
That doesn’t mean dumb it down, necessarily. But don’t use the jargon of a peer-reviewed journal. Instead, try for familiar words and concepts.
How would you explain your latest project to your next-door neighbor? To a small group at a party? To a state legislator? To a potential donor?
If you were telling a story instead of writing a grant, what would that story be?
Most people are smarter than you think. If you can explain it, they’ll get it. If you can tell them why they should care, they often will.
But, how can you translate your science into a language non-scientists can understand?
Dr. Larsen said it might help to approach your message-shaping this way:
- What is your communication goal?
- What is your audience? Who, and why should they care? Tailor your message – what angle would resonate? What is the Venn diagram between you and your audience?
- What is your take-home message? Bottom-line, what do you want your listener to hear?
- Tell a story. Or as the saying goes, “Don’t talk like a scientist.”
But, for folks who spend so much of their time not only being scientists, but, also talking to other scientists, that last part can be tough.
Dr. Larsen pointed to scientist-turned-communicator Randy Olson’s formula: a statement, followed by an “and” (exposition), then a “but” (what problem are we trying to solve?), and finally, a “therefore”
(how are we solving it?).
You may find your friendly neighborhood non-scientist nodding along. Now you’re talking about something they’d love to hear more about!
Or, better yet, finance.