The art of communicating science to the media
Sao Paulo workshop

This important course will be run on October 31, November 1 and 3, 2008 in Sao Paulo, Brazil. The one-day pause is designed to give participants time to review their notes and to prepare written and oral exercises for the last day.

The group will be restricted in size in order to maximise the chance for individual interaction and personal hands-on instruction.

The intensive course, presented by Peter Spinks, MA, will cover the following topics (theory being interspersed with practical exercises over the three days):

+ Introduction to science and the media: why bother? (Some facts and figures from recent media research indicating why the media needs to be taken seriously - even if it doesn't always treat science with the same respect).

+ Introduction to science journalism (A nuts-and-bolts account of how the average science journalist sets about finding leads and then selecting, writing or broadcasting, and finally checking and editing stories).

+ Nosing out news (A summary of what makes science and technology newsworthy).

+ The media release (The history, theory and practice of preparing releases and media notifications, including a selection of good and not-so-good examples, and a model template to use for your own releases).

+ A-Z of science writing (A detailed checklist - complete with examples - of things to do before, during and after writing a popular science or technology article or feature; this includes tips on formulaic writing, when and how to use examples and analogies and advice on improving grammar, punctuation and style).

+ Scientists meet journalists: friends or foes? (Contrasting and evaluating the stereotypical characteristics of scientists and science communicators, with suggestions on addressing some stereotypes).

+ Style versus substance (An evaluation of the typical styles adopted by journalists from newspapers, magazines, radio and TV).

+ The science interview * (Twenty simple rules to be remembered during all interviews for the print and broadcast media).

+ Going live * (Special tips and tactics for handling radio and TV interviews, including strategies to adopt when confronted by hostile reporters covering controversial or topical issues).

+ What went wrong? (Examples of interviews that did not go according to plan, including analysis of how to deal with such problems).

+ Role playing (Mock telephone approaches and interviews designed to prepare participants for a variety of potential situations).

+ Getting used (Strategies for selling science to the broadcast and print media, including getting started as a freelance).

+ Every picture tells a story (Introduction to the theory and practice of preparing material for graphics, illustrations and photographs - with concrete examples of where scientists and the media went right or wrong).

+ Science writing and the law (Legal issues affecting scientists and writers alike, including codes of ethics, defamation and copyright).

+ Editing with ease (Basics of editing technical copy, including tips on tightening text and the writing of clear and accurate headlines/titles and captions).

+ On the campaign trail (The lowdown on planning a multi-phase media strategy, spanning the print and broadcast media in Europe and abroad).

+ Putting pen to paper (A series of topical exercises designed to help participants identify media priorities and story selection criteria and to provide practice in writing introductions and short articles on their own research or that of colleagues).

+ Bibliofile (A comprehensive list of recommended texts and Internet references for further reading on selected topics).

STRATEGY: Peter's teaching strategy is to rely essentially on overheads and PowerPoint presentations for notes and illustrations and to interact as much as possible with participants in order to maintain contact and attention throughout the workshop. This is also facilitated by illustrating the foregoing topics with appropriate exercises, examples of science stories, media releases, media kits, fact sheets, graphics, pictures and interviews that went wrong.

* The interview section will include in-depth interviews tape recorded by Peter with willing participants about their work; these will be played back and analysed by participants who will then be required to conduct interviews themselves. These will be evaluated and discussed in class.

MATERIALS: Photocopies of selected texts and examples, and comprehensive background notes on the art of science and technical communication, will be provided.

ADDITIONAL ASSISTANCE: Course participants are entitled to further instruction and advice for a period of one month after the workshop is finished. During this period, workshop participants may seek further advice and instruction by telephone or email on any aspect of the course. The extra month would be particularly useful to those wishing to hone their skills or develop strategies for mounting comprehensive media campaigns.

VENUE: A conference room at the Fasano Hotel Sao Paulo, Rua Vittorio Fasano, 88 01414-020 Sao Paulo. The hotel, located between the Paulista and Faria Lima Avenue, is surrounded by some of the great names of fashion. The health club, a rooftop retreat with stunning views over the city, features a pool, fitness centre and armchairs signed by Hans Wegner.

SUPPLEMENTARY BENEFITS: Many participants apply the skills and expertise they acquire to activities other than those related to science. For example, enhanced writing abilities lead to better letters and emails, greater verbal skills make for shorter, clearer telephone conversations and more assertive behaviour tends to improve relationships with peers, friends and family.

FEEDBACK AND REFEREES: Please click here for some examples of feedback provided by participants at previous workshops and here for a list of personal referees.

FEES: A BRL140 (Brazilian real) deposit per person is payable on booking. The full cost of the workshop is 770 real per person, for those paying the balance after July 31, 2008. Groups of two or more people from the same organisation are entitled to a discount of 100 real each. A special fee of 490 real is available for "early birds" who pay in full before July 31, 2008.

The fee includes all tuition, course notes and exercises and morning and afternoon refreshments. The fee also includes the one-month consultancy period mentioned above under "Additional assistance".

REGISTRATION: Please click here to register for this workshop. Registration closes on September 30, 2008.

INQUIRIES: Please email the workshop co-ordinator, Carola de Keijzer, at science-writing@go2netmail.com or telephone the workshop inquiry line in Melbourne on +61-3-54295473 (Mon-Fri: 10am-9pm, Australian Eastern Standard Time). Messages will be returned within three working days.

OTHER COURSES: You may click here to visit the homepage for details of other workshops and private tuition in science writing and media skills.