Engaging Non-Scientific Audiences with Science

We learn by processing new information against what we already know. But when something is entirely unfamiliar, with zero overlap? Our brains flag it as “abstract.” This is where stories come in. Stories anchor the unfamiliar in something we already understand. Humans have always been drawn to stories—they tap into our emotions, paint vivid pictures in our minds, and spark the imagination. And yet, in scientific communication, storytelling is considered too "unscientific"—not serious enough, not “technical” enough. We’ve been conditioned to believe that for science to be science, it must sound complicated. Formal. Dry. But that’s a myth. 📣 Effective storytelling with data starts with purpose and with understanding of certain key principles: 🔑 Core Principles 1️⃣ Who is your audience? The way you frame a story for a journal is very different from how you’d tell it on social media. 2️⃣ Start with your SOCO Always define your Single Overriding Communication Objective (SOCO). You’ll always have too many data points. Don’t try to say everything. Pick one key message—and stick with it. 3️⃣ Begin with the familiar Use the funnel approach: start wide, then narrow down. The audience doesn’t need the technicalities upfront. 4️⃣ Distill. Always distill. Distillation means pulling out only what the audience needs to know right now. Even Jesus said to His disciples: “I have much to say to you, but you cannot bear it now.” The moral? Less is more. Teach in layers. 5️⃣ Teach generalities first. Save the exceptions for later. This is where so much scientific and medical education goes wrong. We try to teach everything all at once—general rules and exceptions. But we must learn to crawl before we walk, and walk before we fly. 🧠 Take nutrition education, for example: In elementary school, you were taught that beans are a protein source and potatoes are carbs. ❓ Could they have told you beans contain 22% protein and 62% carbs? Of course. But that level of detail was unnecessary for a beginner (plus two things can be both true: beans could be a protein source and still be predominantly carbs). 6️⃣ Keep it short, simple, and coherent People are busy. Attention spans are short. Stay focused. Be concise. Make sure there’s a clear thread from beginning to end. 7️⃣ Don’t take yourself too seriously 😄 If your storytelling is too stiff, it loses its spark. Good stories meander a little—and that’s okay. 8️⃣ Make the analogy and its meaning memorable It’s not enough for people to remember the story—they must remember the lesson behind it. If they recall the metaphor but miss the message, you’ve missed the mark. A good scientific story should be: Simple ✅ Relatable ✅ Educational ✅ And ideally... a little fun 😄 In short: people can laugh, but they should also learn. Because when done right, storytelling with data isn’t fluff. Any damn fool can make something complicated 🤣 —it takes real skill to simplify without dumbing it down.

Everyone loves a good story. You should be using your data to tell one every chance you get. The importance of narrative in scientific communication cannot be understated. And that includes communication in traditionally technical environments! One thing that gets beaten into you in graduate school is that a scientific presentation is a technical affair. Communicating science is fact based, it's black and white, here's the data, this is the conclusion, do you have any questions? Actually, I do. Did you think about what story your data could tell before you put your slides together? I know this is a somewhat provocative question because a lot of scientists overlook the importance of telling a story when they present results. But if you want to keep your audience engaged and interested in what you have to say, you should think about your narrative! This is true for a presentation at 'The Mountain Lake Lodge Meeting on Post-Initiation Activities of RNA Polymerases,' the 'ACMG Annual Clinical Genetics Meeting,' or to a class of 16 year old AP Biology Students. The narrative doesn't need to be the same for all of those audiences, BUT IT SHOULD EXIST! There is nothing more frustrating to me than seeing someone give a presentation filled with killer data only to watch them blow it by putting the entire audience to sleep with an arcane technical overview of the scientific method. Please. Tell. A. Story. With. Your. Data. Here's how: 1. Plot - the series of events that drive the story forward to its resolution. What sets the scene, the hypothesis or initial observation? How can the data be arranged to create a beginning, middle, and end? 2. Theme - Good vs Evil, Human vs Virus, Day in the life of a microbe? Have fun with this (even just as a thought experiment) because it makes a big difference. 3. Character development - the team, the protein, gene, or model system 4. Conflict - What were the blockers and obstacles? Needed a new technique? Refuting a previous finding? 5. Climax - the height of the struggle. Use your data to build to a climax. How did one question lead to another and how were any problems overcome? 6. Resolution - What's the final overall conclusion and how was the conflict that was setup in the beginning resolved by what you found? By taking the time to work through what story you can tell, you can engage your entire audience and they'll actually remember what you had to say!

If you’ve ever felt like shouting “JUST READ MY PAPER!”...  This is for you. Here’s the uncomfortable truth: If you don’t communicate your research clearly, consistently, and strategically, most people will never hear about it. Not funders. Not policymakers. Not journalists. Not even your peers. Yes, those who study the same things and never invite you as a coauthor. But when scientists hear “go viral” or “personal brand,” they picture loud, self-promotional nonsense that feels icky. That’s not what this is. This is about being visible for the right reasons and making your work easier to fund, share, and scale. Here are 10 ways to do just that (without sounding like a sales pitch): 1. Tell the story behind the data: what inspired the question? 2. Show the real-world impact: why does it matter, and to whom? 3. Use simple metaphors to explain complex findings. 4. Talk about the process: the failures, surprises, pivots. 5. Share quotes from collaborators or community members. 6. Repurpose talks or papers into short LinkedIn posts. 7. Make one powerful visual that captures your key point. 8. Answer the question: “So what?” in plain language. 9. Engage with others in your space, don’t just broadcast. 10. Build a narrative thread that connects your work to your purpose. This isn’t fluff. It’s a strategy. And it works not just for algorithms, but for funders, reporters, and decision-makers who need clarity more than data. – Want your research to spark action, not just citations? ✅ Follow for more science & purpose reflections 📬 Subscribe to Outreach Lab (link under my name) ☕ Book a free clarity call; I'd love to hear your story. Bridge your Science with the World. It’s Ready to Listen.

💡 𝗛𝗼𝘄 𝗣𝗶𝘅𝗮𝗿 𝗖𝗮𝗻 𝗧𝗲𝗮𝗰𝗵 𝗨𝘀 𝘁𝗼 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝗦𝗰𝗶𝗲𝗻𝗰𝗲 𝗶𝗻 𝗮 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗪𝗮𝘆? 🎬 Pixar has mastered the art of storytelling, creating narratives that engage audiences of all ages. So, why not apply their storytelling secrets to scientific communication? Here are 6 Pixar-inspired tips to make your scientific storytelling or medical strategies more engaging, memorable, and impactful: 1. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗮 “𝗢𝗻𝗰𝗲 𝗨𝗽𝗼𝗻 𝗮 𝗧𝗶𝗺𝗲” – Frame your data as a journey, not a lecture. 2. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻 𝗢𝘃𝗲𝗿 𝗗𝗮𝘁𝗮 – Start by showing why it matters before you dive into the details. 3. 𝗧𝗵𝗲 𝗛𝗲𝗿𝗼’𝘀 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 – Identify your hero: the patient, the HCP, or the science itself. 4. 𝗥𝗲𝘃𝗲𝗮𝗹 𝗗𝗮𝘁𝗮 𝗟𝗶𝗸𝗲 𝗮 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 – Build suspense and curiosity before unveiling the results. 5. 𝗩𝗶𝘀𝘂𝗮𝗹𝘀 𝗧𝗵𝗮𝘁 𝗧𝗲𝗹𝗹 𝗮 𝗦𝘁𝗼𝗿𝘆 – Use before & after visuals, metaphors, and infographics to simplify complex data. 6. 𝗘𝗻𝗱 𝘄𝗶𝘁𝗵 𝗜𝗺𝗽𝗮𝗰𝘁 – Leave your audience with a sense of resolution and a "So What?" Pixar doesn’t just entertain—they create lasting emotional connections. If we could do the same with our clinical data, the understanding of data and its potential applications could be improved or enhanced. 🔗 Ready to turn your scientific storytelling into a blockbuster? Here are some thoughts on how: https://lnkd.in/eMTAeDvU