As a science PR agency we have a pretty good idea of what challenges our clients face when it comes to sharing their stories.
It’s a complex, but exciting field – with new developments and breakthroughs happening all the time. So how do you manage this complexity to get everyone excited about new discoveries?
Breaking it down
Explaining challenging concepts and brand-new technologies in a compelling and digestible way is no easy feat. It’s important to break it down and always link developments to the bigger picture; when producing content start with ‘why’ and focus on the problem that your company is addressing.
Clear, consistent and careful messaging is key – people are not going to get excited about something they don’t understand, so think about your audience when developing content. For example, if you are speaking to a technical trade publication then the more detail the better, but if you’re speaking to national or more generalist media it’s important to have a high-level overview at the ready and be ready for unexpected questions.
To tell scientific stories effectively and get noticed, you need more than just the facts. You need to add colour to a story a bring it to life – this where a science PR agency can really help. One story can have hundreds of different angles – you just need to discover them, for example how it could be seen through the eyes of different audiences.
It’s also worth thinking about how to ‘show’ your story with visual aids such as video or infographics. The most complicated concepts can become simple when seen in an easily accessible way. Explainer videos are perfect for demonstrating new scientific products in layman’s terms.
Balance is key when it comes to revealing science stories to the world. Although you may think your story is the best thing since sliced bread and you’re mega excited to share it, it’s important to not over-hype it. Research findings especially can evoke lots of emotions from your audience, and you want to make sure that they are as balanced as possible. It’s your responsibility to make sure that the coverage in the press can be backed up with evidence, and that statistics are presented in the right way so that the public is not misled.
Of course, you should still be confident in telling your story and if it’s a truly revolutionary piece of research or new development then go ahead and let the world know about it. Timing is also important, as even some of the greatest science stories can be overshadowed by the news agenda – so it’s important not to be discouraged and to share news regularly.
Ultimately, great science communication is about combining solid data and creativity.
If you’re looking to promote your STEM offering, we might be the science PR agency for you. Contact us to find out more.