Stand up for Science: Practical Approaches to Discussing Science that Matters

Information about Nicole Casal Moore

What is your name, title, and role at the University of Michigan?

Nicole Casal Moore, public relations representative, University of Michigan News office and College of Engineering Communications and Marketing office.

Why are your public engagement efforts in media (to you and/or to the cause you’re working to promote)?

U-M’s research budget is $1.39 billion, and the lion’s share of that comes from federal agencies, so taxpayer dollars. The public has a right, and, I believe, a duty, to know how research funds are being spent. I don’t mean that in a watch-dog sense, but in the sense that they should know about and understand what their tax dollars are enabling.

Nicole Casal Moore on Audience

Who do you interact with when working in media? What makes this audience different from other groups that you might interact with?

When I interact with journalists, I need to find a way to be ultra concise, while also giving as much context as possible. I have to tell them what the new research finding is and why it matters as quickly as possible. I think this is different from interacting with other audiences because other audiences are usually more patient. They’ll give you the benefit of the doubt for a bit longer. 

What suggestions do you have for making interactions with journalists, editors, and/or other media professionals as effective as possible?

Think hard about the very first words of your email subject line, your email, your news release or your pitch. Attention spans have never been shorter. I try to grab readers immediately -- and not with a clever turn of phrase, but with straightforward and intriguing information. This is for when you’re trying to interest them in your research.

When responding to interview questions, be clear and concise. Aim your answers to be understandable to a high school senior.

Give analogies. If you can compare your work to a situation the general public is familiar with, it will resonate more. Also, it gives the reader or the listener a morsel of familiarity in what might otherwise be an alien space.

What is the biggest challenge you face when trying to work with journalists, editors, and/or other media professionals? What is the biggest reward?

The biggest challenge: Sometimes I don’t like to see research boiled down quite so much! I get geeked about the details and the nuance and I think it’s hard to find a balance.

The biggest reward comes when a research story makes a real difference in the world. I recently wrote a news release about an innovative surgical tool developed by an engineer and a doctor. The tool could democratize minimally invasive surgery, which today isn’t widely available in a lot of places and to a lot of people because of its high cost. This tool could change that. We did a video that showed how the device worked and why it was better than the current state-of-the-art. The package led to more than 40 news articles externally, which is great, but beyond that, orders for the device went through the roof. Surgeons all over the world want one. So lots more people could potentially have access to surgical procedures that require shorter recovery periods and less pain. It’s rewarding to think that communication played a big role in making that possible. 

What are you trying to accomplish when you write to or speak with journalists, editors, and/or other media professionals?

I’m trying to increase awareness about new research conducted by University of Michigan researchers. I’m also offering U-M researcher expertise on issues in the news.

Nicole Casal Moore on Messaging

When you’re planning to interact with journalists, editors, and/or other media professionals, how do you decide what you want to focus on?

I always focus on the impacts of the research -- the “why it matters” part. Sometimes it’s the application that matters, and other times, with basic science, it’s about moving human knowledge forward. I focus not just on the solution that the research offers, but on the problem it’s solving, or on the question it’s answering. It can also be helpful to consider what’s happening externally and whether the research can inform that. As an example, some of our mechanical engineering researchers developed a see-through battery cell that let them watch the formation of whiskers of lithium called dendrites that grow in batteries and can short the circuit and cause fires. We had the story ready to go, but then it occurred to us that it might shed light on what was happening in the exploding Samsung phones. We added a quote about that to the news release and that added to the appeal of the story.

If a scientist wanted a single idea to “stick” in the mind of a journalists, editors, and/or other media professionals, what advice would you give them as to how best to shape/pitch that idea?

Well, first, figure out how to articulate the most salient aspects of the idea: Why does it matter? Does it overturn conventional wisdom or scientific dogma, etc. Then, don’t force it to compete with other ideas in your interview or article. I’d treat the idea as the thesis and make sure that your whole interview, or your whole story, give nothing but evidence points and context to support that one idea. At the end of the interview or story, tie it up by saying: The bottom line is, and state the idea in a nutshell.

Nicole Casal Moore on Narrative

Do you use stories or narratives as a tool to communicate with journalists, editors, and/or other media professionals? If so, what kinds of narratives?

I feel like narrative is the purview of science media producers and storytellers. I use it when I’m in magazine writing mode -- when I have the time and space to flesh out characters and build a story bit-by-bit. I specifically avoid it when I’m communicating with science media producers, though. If I give them narrative, what’s left for them to discover? I give them the facts that I hope will intrigue them, and then if they want to know more, then can ask.

What kinds of documents or presentations are most effective at capturing and maintaining a journalists, editors, and/or other media professionals’ attention?

Clear ones that convey why research is important and interesting.

Would you mind providing a few examples (both “good” and “bad”) of the same kind of document or presentation?

I’m a fan of this one! http://www.engin.umich.edu/college/about/news/stories/2017/february/new-low-cost-surgical-instrument

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