DAILY NEWS Nov 6, 2012 7:00 AM - 0 comments

Book promises more effective science, tech communication

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Creators of a new book and supporting website launched today say that they will help scientists and technical experts to ‘speak’ more clearly to the non-experts out there who can help them.

Making the LINC: Communicating Science makes the case that there is a direct relationship between communications practices and the level of support that scientists and their organizations receive.

“We see the benefits of good communication when funding increases, membership levels go up, rational public policies are enacted or any other time scientists and their organizations receive the support they need to succeed,” said John McKay, one of the book’s authors.

The book notes that scientists and technical experts too often focus on giving information rather than communicating the meaning of what they’re doing. It explains how experts can focus on what they have in common with the audience and make a connection with the non-experts who can help them to advance their work.

In the book’s terms, it’s about making a LINC – developing the Language, Images, Narratives and Connections - that researchers, for example, can share with the audience.

“It can be frustrating for scientists and scientific organizations when they see their work misunderstood or misrepresented by others,” said David Rutherford, another of the authors. “We hope this resource helps them get their stories to the people who can provide them with much needed support.”

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