COACHING IN SCIENCE COMMUNICATION

The art of communicating science to the media
Melbourne workshop

This three-day course, presented by Peter Spinks, MA, will be held on December 10, 11 and 13, 2008 in Romsey, about 50 kilometres north-west of Melbourne. The one-day pause is designed to give participants time to relax and review their notes.

TARGET AUDIENCE: The workshop is intended for science, information technology and engineering graduates from all disciplines, as well as project managers and team leaders. No prior knowledge of science writing or the media is required, although experienced writers would also benefit from the course. The group will be restricted in size in order to enhance the opportunity for individual interaction and personal hands-on instruction.

COURSE CONTENT: The intensive and enjoyable workshop 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 research indicating why the media needs to be taken seriously - even if science is not always granted the same respect).

    + On the job (A nuts-and-bolts account of how science journalists find leads and then select, write or broadcast, check and edit stories. Plus a fleeting introduction to production).

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

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

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

    + Scientists meet journalists: friends or foes? (Contrasting the characteristics of scientists and science communicators, with suggestions for redressing 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 with the print and broadcast media. The presenter will record in-depth interviews with willing participants about their work; these will be played back and analysed by participants who will conduct interviews themselves).

    + Going live (Tried-and-tested tips and tactics for handling radio and TV interviews, including strategies for dealing with hostile reporters covering controversial or topical issues).

    + What went wrong? (Examples of interviews that did not go to plan, plus techniques to remedy 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 (Suggestions for preparing material to produce appealing graphics, illustrations and photographs - with instances of where scientists and the media succeeded or failed).

    + 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, with tips for tightening text and writing clear and accurate headlines/titles and captions).

    + On the campaign trail (The lowdown on planning a brilliant multi-phase media strategy spanning the print and broadcast media at home and abroad).

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

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

TEACHING STRATEGY: Peter mainly uses PowerPoint, and sometimes overhead transparencies, to present notes and illustrations. His strategy is 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 problematic interviews.

MATERIALS: Photocopies will be provided of selected texts, examples and comprehensive background notes on the art of communicating science and technology to the media. International and interstate visitors will also receive an information pack containing maps and details of local attractions, activities and options for accommodation, wining, dining and touring.

SUPPLEMENTARY BENEFITS: As well as offering networking opportunities, the workshop will enable participants to 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.

ADDITIONAL ASSISTANCE: Attendees are entitled to further coaching for one month after the workshop is finished. During this period, participants may seek 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.

CERTIFICATE: Participants who successfully complete the course will receive a certificate of achievement at the end of day three.

FEEDBACK: Please click here for some examples of feedback provided by participants at previous workshops - and here for still more feedback.

REFEREES: For a list of professional referees, click here.

VENUE: The workshop will be held from 9am to 6pm in the "Gatehouse", one of the custom-built presentation rooms of the Glen Erin conference centre in Romsey. On each of the three days, participants will enjoy coffee and tea on arrival, two 20-minute teabreaks and a one-hour lunch served in the centre's period dining room. Day three will close with a round of farewell drinks and snacks.

ACCOMMODATION: Participants wishing to stay at the centre may be eligible to receive a discount on normal room rates. For details, please contact the workshop co-ordinator. Other accommodation options in the Macedon Ranges area may be found by clicking here.

FEES: The full cost of the workshop is $1900-00 per person, of which a deposit of $220-00 is payable at the time of booking. The balance is due when the workshop begins. An "early bird" special of $1600-00 is available to participants who pay their deposit before October 31, 2008. Groups of three or more people from the same organisation receive a discount of $300-00 per person (to be deducted from the balance). Registration will be confirmed in writing on receipt of the deposit.

Fees cover all tuition, exercises, texts, background notes, tea and coffee on arrival, morning and afternoon refreshments, lunches and after-workshop drinks and snacks (as described earlier). The fees also include the one-month consultancy period mentioned above under "ADDITIONAL ASSISTANCE".

REGISTRATION: Places are limited, so register today by clicking here. "Early bird" pricing is available until October 31, 2008.

INQUIRIES: Email the workshop co-ordinator, Carola de Keijzer, at science-writing@inbox.com or telephone the workshop inquiry line in Melbourne on 03-54295473 (Mon-Fri: 10am-6pm, Australian Eastern Standard Time).

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