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

Expert Voice Q&A – Nicole Casal Moore

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.

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.