The Hands-On Guide to Science Communication Book

Foreword     vii
Preface     ix
Acknowledgements     xi
Setting the scene     1
Science communication     3
About science communication     3
Geographic differences     5
Case study: Astronomy as inspiration     5
The communication process     7
The linear model     7
The communication actors     8
The "contracts" between the actors     11
Potential areas of conflict     13
Direct communication between scientists and the public/press     15
The communication office     17
Science communication strategy     17
The types of communication     20
Budget     20
Staffing     20
Flexibility and freedom     23
Strategic advice for everyday     24
The production     27
Overview of the production chain     29
Market research     31
Planning     31
Written communication     32
Visual communication     32
Scientific and political validation     32
Technical production     33
Distribution     33
Promotion     33
Evaluation/Archiving     34
Target groups     35
Target groups reached directly     35
Mediator target groups     38
Television     40
Radio     41
Newspapers     41
The journalist     42
Product types     45
Press releases     46
Video News Releases     46
Brochures     47
The importance of webpages     47
Written communication     49
Writing for different audiences     49
Correctness vs simplification     49
Specific advice for science writing     49
Tim Radford's 25 tips for the simple scribe     54
Special case: Interviews     58
Press releases     61
AlphaGalileo's press release primer     61
News criteria     63
Tracking down the good story     65
Robert Roy Britt's seven "c"s of successful communication     65
The anatomy of a press release     66
Embargoed releases     69
An example press release production timeline     69
Press release text example      71
Case study: A selected press release     71
Production of printed products     77
Case study: The Infrared Revolution brochure     77
Visual communication     81
Creating images from raw data     83
Artist's impressions     86
Other science images without data     86
Corporate visual identity     88
Colours     88
File types     92
Technical set-up     93
Distribution     95
The press release visibility scale     96
Address lists     99
External distribution partners     99
Evaluation and archiving     103
Qualitative evaluation     103
Quantitative evaluation     103
Archiving     107
Selected topics     115
Making websites     117
Making trustworthy websites     117
To CMS or not     119
Case study: Fermilab's webpages     121
Case study: Mars Odyssey Themis website     122
Case study: Designing and producing a website for ESA/Hubble     124
Video production     131
Television     131
The Video News Release      131
Isn't it too difficult to produce video material?     132
Production of video material     133
Distribution of video material     140
Technical specifications for digital video material     142
A typical set-up for a small video editing suite     144
Production of movie DVDs     145
Case study: the ESA Hubble 15th anniversary DVD     150
Crisis communication     155
Crisis communication in general     155
Crisis measures     156
Guidelines for scientists and communicators     161
A scientist's checklist for interviews     161
A scientist's checklist for press releases     165
A scientist's checklist for public presentations     167
A PIO's checklist for dealing with scientists     169
How to host a press conference     171
Overcoming national barriers     173
The language barrier     173
The cultural barrier     174
Attitude     174
Centralised vs decentralised science communication     174
Going commercial     177
Partnering with commercial companies     178
e-Commerce     179
Case study: The Hubble Shop      179
Advertising     185
Procurement & production     188
Fundraising     189
Alternative methods of income     190
Credibility in science communication     193
The problem     193
Credibility problems are ubiquitous     194
The need for visibility     195
Factors affecting visibility in the media     197
Refereeing     199
The importance of peer reviewing     200
Conclusion     200
Recommended code of conduct for press releases     201
The Hubble Space Telescope - a public outreach case study     203
Introduction     203
Hubble as scientific project     203
Hubble's scientific success     204
The Hubble EPO machine     205
Community initiatives     207
Case study: The Communicating Astronomy with the Public Working Group     207
Finishing off     211
Summary     213
References     217
Web links     225
Astrononomical image processing for EPO use     227
Case study: The Washington Charter     245
Glossary     247
Index      261