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Communication and Argument
The Most Important Scientific Skills
Kevin M. Folta
Associate Professor and Chairman
Horticultural Sciences Department
[email protected]
kfolta.blogspot.com
@kevinfolta
Communication in Seminars and job talks
Creating an argument
Applications and interviews
Developing distinction, and branding
Early career advice
Communication Skills for Scientists
Problem 1 WHO CARES? We’re scientists, not
performers. Everyone expects a dull presentation
about subject matter with limited appeal.
Problem 2 – Science is communicated as a
written tradition. The field wants facts, not hype.
Over-interpretation and sensationalism are not
favorable.
HOWEVER – You might notice that some of the most recognized
scientists are also communicators. They promote and
effectively share their innovations and inventions.
A good scientist is an effective:
Actor
Advertising agent
Public relations expert
Psychologist
The Goal is Communication. This is a two-way exchange involving
psychology, psychiatry, anthropology, sociology, and ethology
A good speaker is an outstanding listener
A good speaker is sensitive to obvious feedback
A good speaker is sensitive to subtle feedback
It is not a monolog
It is not the “all about you” show. It is a time to share ideas.
These are rare opportunities, a chance to make an impression
PRESENTATION and CONTENT
What can an audience learn about
you and your project, even if they
have no idea what you are talking
about?
Seminars and Job Talks: You get the call to present you work… now what?
The quality of a presentation is proportional to the time of preparation
Know your audience -A. Respect for audience-- You don’t want to talk over their heads or below
their abilities
B.Good presentations can satisfy a diverse audience.
C.Know who is likely to be there and acknowledge their findings when
appropriate.
Can you make your topic relate better?
A. Tie in with others in the session
B. Tie in with others in the institution
C. Tie in with high-profile work
Day of Presentation
When does your presentation start?
Know the formats for media used
Know the software if you have embedded
images/movies
Go up and learn the stage or
presentation area.
Learn the remote and laser pointer.
Bring one with you if job presentation
or interview!
Presentation Content Management
How much time do you have?
Shoot for 1 slide/minute
When does your presentation start? Know how to start!!!
Thanks the organizers?
The First Four Minutes are Critical! – the 4 minute time point defines the
difference between levels of interpersonal communication.
< 4 min = acquaintance
> 4 min = higher level of interest and involvement
PREVIEW / REVIEW
“To communicate scientific information effectively and maintain the attention of
your audience, adhere to the old rule: ‘Tell 'em what you're gonna tell 'em, then
tell 'em, then tell 'em what you've told 'em.’ “
Robert R.H. Anholt
The Scientist 8[24]:22, Dec. 12, 1994
Showing Slides
If they are reading the slide, they are not listening to you.
If you put data in front of scientists they will start to interpret it.
You need to lead that discussion
Take time to introduce the data presented (axes, units, etc)
If they are reading the slide, they are not listening to you.
If you put data in front of scientists they will start to interpret it.
You need to lead that discussion
Take time to introduce the data presented (axes, units, etc)
Don’t jam everything you know on one slide.
A NOTE ON POWERPOINT SPECIAL EFFECTS
Organization:
Results-- You must show the data! If you cannot show the actual data then
it is best left out.
Summary – Review what the content of the presentation
Conclusion – Complete your presentation and try to again emphasize
its relevance and significance.
****Know how you will end and practice it!!!****
-- Strive for a sense of closure
-- Invite questions “… and with that I would be happy to try to
answer your questions”
LEAVE TIME FOR QUESTIONS! This is an opportunity to interact
directly with your audience. This is when your presentation becomes
even more personal. Take advantage of this.
Answering questions
1. Repeat the question so that everyone can
hear it
2. The speaker is in control– if it will be a long
answer or you wish to discuss it later, do so.
3. It is ok to say, “I have no idea, but I’ll look
into it”.
4. Do not ever invalidate the importance of a
question, even if it’s stupid.
5. Enjoy the opportunity to say nothing.
6. Listen to the question!
Word Usage
Words used in a scientific presentation can have important impacts on
credibility. Use this to your advantage!
IT IS NOT A….
IT IS A…
Problem
Challenge
Disagreement
Others interpret this differently
Objection
Area of concern and further attention
Shortcoming
An opportunity for further analysis
Use forward-looking, optimistic language whenever you can!
Word Usage
Make sure you remember what your job is as a research scientist.
You are a hypothesis tester and data interpreter.
Non-Verbal Communication
"We learn most about the meaning of nonverbal
messages by studying them in relationship to
verbal messages. Essentially, a nonverbal
message functions in one of three ways: It
replaces, reinforces, or contradicts a verbal
message." (Tubbs & Moss, Human
Communication, p. 104)
Some believe that 90% of meaning comes form non-verbal communication
“total feeling = 7% verbal feeling + 38% vocal feeling + 55% facial feeling“
(Mehrabian, 1971)
Some researchers suggest that non-verbal communication tells more about
the speaker’s true attitude and feelings than does verbal behavior.
KINESICS: communicating with the body
Kinesic behavior is most useful for establishing credibility and supporting other
evidence– (Zenin, 1972)
Immediacy– open posture, body leaning, “open gestures”
Power– walking upright, sweeping gestures, establish credibility and dominance
PROXEMICS -- communicating through the use of space
Several “zones”– scientific communication is almost exclusively in the
"public zone"
Manipulating proxemics can be an effective way to enhance communication,
as few use it to it’s potential. Can you make a “public zone” a “social zone”?
Applied to science presentation-- this is a very effective tool that can be
used to emphasize an important point.
Manipulation of Proxemics
Television –
Theatre--
ARTIFACTS– What your stuff says about you.
Almost always are distracting and take away from meaning. Can affect
credibility. Make wise decisions.
Studies show that if someone is dressed in a suit others will follow across an
intersection with a “Do Not Walk” sign, but will not follow a person dressed in
dirty, torn clothes.
Gestures – Are they distracting or used appropriately for emphasis?
-- gestures should be in the “gesture bubble”
-- know your audience at international meetings!
Stance/Posture -- How do you use podium? How do you hold scripted work?
Leaning and Resting– Direct
energy transfer to object–
don’t do this!
Always face the audience!
Facial Expression -- Is it positive, yet
appropriate?
Eye Contact – Strong contact with
individuals, not “scanning” or hiding.
PARALANGUAGE: Not what is said, but how it is said
Rate– speed does not equal energy!
Volume – Important to vary during the course of a presentation.
Use of pause – Can be very powerful if used appropriately. Don’t be afraid
to give the audience a chance to stop and think. Silence is golden!
Vocal Quality-- emotional quality of voice nervous, bored excited, etc.
Articulation and Pronunciation – Small problems become obvious,
affects credibility
Fluency – “vocalized pauses”. Frequently related to rate.
HUMOR– The use of humor correlates with confidence. Use it.
Do not OVERDO it!
Public Speaking Anxiety
Never let nerves detract from the quality and content of your
presentation. Anxiety must not hinder communication.
1. Practice
“It takes three weeks to practice a good ad-lib speech.”
-Mark Twain
A. Use a video camera to tape your performance.
B. Practice early and often with faculty, others.
C. Do not try to practice the day of the talk.
2. Visualization
Run through the scenario in your head. Know what to anticipate
3. Remind yourself of who your audience is. They would not be there if
they did not care or were uninterested. You only do them a disservice by
letting nervous energy cloud your important message.
Some things you can control, some you cannot.
Control the things you can control, don’t let the things you can’t detract
from your message. If you can, use them to your advantage!
-- space shuttle
-- ASPB 2001
-- Tourette’s
Some things you can control, some you cannot.
Control the things you can control, don’t let the things you can’t detract
from your message. If you can, use them to your advantage!
-- space shuttle
-- ASPB 2001
-- Tourette’s
Communication in Seminars and job talks
Creating an argument
Applications and interviews
Developing distinction, and branding
Early career advice
Creating an Argument
Trying to compel the listener to take action
Grant proposals, job seminars, even normal research seminars
PROBLEM
A. Evidence
EFFECTS
B. Evidence
SOLUTION(s)
C. Here’s what you can do.
Monroe’s Motivated Sequence
Insert hypothesis and experiments here.
Grant Writing
As much a communications
exercise as a scientific one.
You are one in the pile…
Tell the story…
Don’t bombard reader with data
Frame it as a problem to solve,
and hypothesis to test.
Grant Writing
Never let it leave without a “halo”
NO typos.
proposal
proposal
Finish in under the page allotment
Don’t jam in the text
Figures clear and simple
Include citations in text, not with little numbers
Grant Writing
Some things I do:
Do not use a “throw away” title
If possible, add a telling graphic to the Summary
Avoid heavy statistics in Introduction- soften. Tell the story. Citation?
Counterarguments – show them your soft spots and defend them
-- eliminate options for them to have an “easy out”
Grant Writing
Again, control the things you can control, take pride in
a beautiful piece of work you know is going to
probably be unfunded.
These days, to come back with a rating of “highly
meritorious” or “outstanding” is a true victory.
Communication in Seminars and job talks
Creating an argument
Applications and interviews
Developing distinction, and branding
Early career advice
Applications and interviews
NEVER go generic with an application
Know what your PD mentors will allow you to take with you.
Offer to provide a CV or highlight accomplishments you want
in reference letters (especially points of distinction)
Remember to make an argument
Show how your skills satisfy needs for THEM.
Remember the halo.
Originality wins.
Applications and interviews
A winning interview philosophy
 phone
 in person
 What does the committee want?

Show them you already did it.
Communication in Seminars and job talks
Creating an argument
Applications and interviews
Developing distinction, and branding
Early career advice
Developing Distinction
What can you do to now to separate yourself from the others?
Your Work
Proactive Efforts
Conferences
Review manuscripts
Develop a website to make it simple
Find a grant deadline to write for
Press releases
Offer to generate a scholarly review
Contact websites with proposals
Pursue travel grants
Side projects with little PI impact
Developing Distinction
What can you do to now to separate yourself from the others?
Extracurriculars
Popular articles for websites
Science blogging
Podcast
Mentoring
Community science organization
Awards
Developing Distinction
Claim your electronic real estate!!! NOW.
• Get your name in a URL
• Get a Twitter handle, others
• Find your blog space, write often
• Maintain a professional website of your work
Communication in Seminars and job talks
Creating an argument
Applications and interviews
Developing distinction, and branding
Early career advice
Early Career Advice in a Challenging Time
Universities are in a buyer’s market
Startup packages are scary low
Lower funding rates
Higher bar for publication
Higher costs of student support
Older students and postdocs
Low-hanging fruits are few and far between
Increasingly difficult to find your niche
My Ten Commandments
or my strongly advisable recommendations
If it’s stupid, and it works, it’s not stupid
Write everyday
If you don’t ask, you don’t get
Measure twice, cut once
It is better to have it and not need it, then to need it and not have it
You are the captain of your own ship
Second place is the first loser
Don’t sacrifice good enough for better
It takes money to make money
Crisis and opportunity are intertwined
Luck is the residue of proper design and hard work
Surround yourself with people that like you and know CPR
Deliver more than you promise
You Don’t Ask, You Don’t Get
You need to learn to be pro-active, anticipatory and assertive
Others may neglect your needs because they are personally
overburdened
Nobody will or should share your urgency
Suppliers have programs to get you what you need
Your department chair, deans
Colleagues have connections- make sure you use them
–
–
–
–
Connections for federal panels
Connections for editorial/review duties
Collaborative opportunities
Service lite
Get It in Writing
The basis of no bad feelings
Administration- Space, personnel, etc.
Expectations- T&P etc.
Students- When their appointments will end;
expectations therein
Collaborators- Clarify deadlines and timelines;
expectations and how costs will be distributed within a
consortium
Keep in mind that most agreements are easily
disregarded
Develop Your Program
Seek National and International Distinction
• Avoid piling on to a hot trend
• Develop an expertise that may be applied to a hot
topic
• Develop a unique research track where you can
be recognized as the expert
• Think about how what you know can be applied to
a local problem– relevance!
• Try to develop a hybrid basic-applied program
Tenure-Schmenure.
Play to your strengths, do your science
Avoid developing a program that “checks the boxes”
Work like your pants are on fire
Find a mentoring committee and meet annually. Ensure
that they prepare an annual report to address strengths and
weaknesses.
Overcommitment
If you do a good job, you’ll get to do it again. And
again.
It is easy to gain a reputation of being “surfacy”
Don’t fail to meet obligations
Avoid “opportunities” that are really hindrances
Avoid ego-centric choices
It is okay, if not essential, to say no
Develop and Refine a Positive
Reputation
Share
Participate
Freely disseminate information and data
Become an active part of a community
Don’t fear getting scooped. Get the work done.
Communication in Seminars and job talks
Creating an argument
Applications and interviews
Developing distinction, and branding
Early career advice
Conclusion
Don’t always be a scientist, tell a story, communicate
Use every opportunity to develop ways of distinguishing yourself
from your peers
Use all of the opportunities you have to share your science
Contacts
Email ; [email protected]
Twitter @kevinfolta
Blog: kfolta.blogspot.com