Ask any researcher what the toughest part of their work is, and many will tell you that it isn't conducting complex experiments – it's translating their science into a compelling story and presenting it to an audience. To help researchers excel in this crucial career skill, the South Carolina Clinical & Translational Research Institute (SCTR) and the Office of Research Development (ORD) at MUSC recently hosted a Science Communication Symposium. This pivotal event was designed to help researchers learn the fundamental elements of science communication, understand the audience experience, and design presentations that are enticing, enjoyable, and effective.
Timothy Stemmler, Ph.D., who joined MUSC as vice president for Research in February, welcomed attendees and expressed excitement about MUSC's commitment to professional development. "One of the things that really excited me about MUSC when I was interviewing was the idea of all the workshops and opportunities provided to researchers here. [ORD and SCTR] are the lifeblood of the university as a researcher." This sentiment was echoed by the primarily student and early-career researcher audience who gathered to enhance their communication skills.
The interactive symposium was led by guest speaker Brian Sostek. As an adjunct faculty member at the University of Minnesota, Sostek uses his theater background to teach science communication through various classes, workshops, and individual coaching. Without a single presentation slide, he captivated the audience across both days of the event - embodying the very principles of engaging communication that the symposium aimed to teach - proving that a compelling presentation relies not on visuals, but on storytelling, interaction, and connection.
Setting the stage for interactive learning
As day one began, participants were encouraged to move closer together, reinforcing the interactive nature of the workshop. Sostek compared the session to a first visit to a health club; designed to open the door to new ways of thinking and practicing communication, emphasizing that mastery requires continuous effort rather than a "one-and-done" approach.
The first activity illustrated how conversations evolve. Participants paired up to discuss their favorite pizza and ice cream flavors before shifting to discussions about their research. Through this exercise, attendees observed how anxiety, assumptions, and personal biases impact communication.
Understanding the complexity of science communication
Sostek dove deeper into the unique challenges of science communication, particularly the need for public understanding of health science research. He highlighted the rigor of scientific verification, explaining that science often holds itself to a higher standard than other domains of knowledge.
Two key problems in science communication were discussed:
- The curse of knowledge: Experts often struggle to recognize how difficult their concepts are for non-experts to understand.
- The knowledge deficit model: The incorrect assumption that simply filling a knowledge gap will lead to understanding and acceptance, overlooking emotional and cultural factors.
Using climate change as an example, Sostek explained how bias, culture, and emotional responses shape public perceptions, even when scientific consensus is overwhelming. He stressed that humans are "feeling machines that think, not thinking machines that feel," reinforcing the need to connect emotionally before presenting facts.
Strategies for effective science communication
To overcome communication barriers, Sostek introduced a storytelling exercise, where participants imagined guiding friends on a journey. This illustrated the importance of guiding an audience effectively rather than assuming they share the same knowledge base.
He posed a fundamental question: What is the point of a presentation when information can simply be emailed? The answer: Effective communication moves people emotionally and cognitively to inspire action. Whether speaking to funders, politicians, potential study participants, fellow scientists, or the general public, researchers must define a specific audience and tailor their message accordingly.
Sostek provided practical frameworks to help researchers refine their presentations, emphasizing the importance of knowing their audience, establishing credibility, and presenting with authenticity and approachability. He also highlighted how to craft a compelling journey—capturing interest early, fostering interaction, maintaining an engaging flow, and delivering a clear, impactful message.
Participants practiced crafting and refining their elevator pitches, an essential skill for networking and advocacy. The exercise emphasized the importance of framing research in a way that conveys value and relevance to diverse audiences.
Addressing public speaking anxiety
Sostek explored the psychology of speaking anxiety, explaining that fear of public speaking stems from evolutionary survival instincts. He reassured participants that failure is part of the process and encouraged a shift in mindset - seeing presentations as collaborative conversations rather than high-stakes performances.
He introduced the Collaboration Model of Anxiety, which reframes presentations as the start of a dialogue rather than a one-sided monologue. The key takeaway: When speakers acknowledge their audience's value, the audience, in turn, becomes more engaged.
The power of storytelling in science communication
The second day focused on narrative structure and the importance of storytelling in research presentations. Sostek emphasized that storytelling fosters connection and allows audiences to engage with complex topics in a relatable way.
He highlighted the power of signaling a story, using vivid details and emotional resonance, aligning messages with audience values, and inspiring action. Additionally, he introduced the ABT (And, But, Therefore) structure as a simple yet effective framework for creating compelling narratives.
A major takeaway was the power of framing. How research findings are communicated significantly influences public perception and engagement. Sostek illustrated this with examples, such as public misconceptions about mRNA vaccine research during the COVID-19 pandemic.
Attendees were also introduced to the Compass Message Box, a tool for tailoring scientific messages to lay audiences. By aligning research concepts with real-world concerns, scientists can make their work more accessible and impactful.
Final thoughts: transformative communication
Sostek concluded the symposium with a simple message: Effective communication is an essential skill for every researcher. Whether presenting to peers, policymakers, or the public, mastering the art of storytelling and audience engagement ensures that scientific discoveries have the impact they deserve.
Attendees left the symposium equipped with practical strategies to communicate their research more effectively, address speaking anxiety, and foster meaningful connections with diverse audiences. The event underscored the critical role of ORD and SCTR in supporting researchers at MUSC, reaffirming their commitment to advancing careers through innovative training opportunities.
As one participant put it, "I learned so much and, perhaps most importantly, came away with a completely new and more exciting view of things like networking and talking about my own work and expertise."
