Fantastic #AAASmtg workshop from @scicomm_jc on values-based communication to reach audiences who are undecided on science issues! #scicommjc #scicomm #outreach Some key takeaways 👇
Values are concepts or beliefs that guide actions and decisions. People prioritize different values. Values-based communication intentionally matches the values in a message to the values held by an audience.
To learn your audience's values, listen! Find out what questions they ask, what motivates them. "A good science communicator listens more than they talk."
Frame your message to match your audience's values. Framing gives greater weight to certain values in a storyline and can build bridges between you and your audience!
Example: My group discussed parents who have vaccinated their kids but worry that the COVID-19 vaccine was too rushed. Their values: likely family safety, tradition (fear of novelty), critical thinking.
Our message: compare *potential* vaccine side effects to *known* COVID symptoms/risks (family safety), inform about history of coronavirus and RNA vaccine research (fear of novelty), empathize & add that scientists also critically examine vaccine development (critical thinking)

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More from @e_a_mueller

9 Feb
As a podcast lover, I enjoyed learning about the power of podcasts for science communication and career this morning! #AAASmtg #scicomm #podcast
Five planning principles for creating a podcast (or other story-based project):
1. Focus on audience - Who? What questions do they have? What barriers exist to prevent them from listening to the end of your story?
2. Flow - within an episode, the order of episodes overall
3. Key takeaways - 1 or 2 for your audience to walk away from an episode or season with
4. Structure - The journey: Where is the beginning, middle, and end? How and where do you build emotion?
5. Format - conversational? humorous? Who to interview and how?
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