Breakout:
Spectacular Failures in Science Communication (And How You Can Not Make Them Too)
Time: 11 a.m. Breakout AND 3 p.m. Breakout
Location: Harn Museum Auditorium
In 2001 I gave my first public scientific presentation and I thought it was brilliant. It was an abysmal failure. I made all of the mistakes that academics make when addressing a public audience.
Communication at the public interface is completely different from scholar-to-scholar discussion, and our proud expertise and deluge of facts and evidence hinders effective dissemination. The public is never immediately swayed by our currency– more information. Facts do not matter until you establish trust.
Over the subsequent two decades I have studied lessons in strategic trust building, borrowing from customer service, hostage negotiation, Aristotle’s teachings, persuasion, and storytelling techniques.
The presentation will center around the Trust Equation. What are the aspects we can adjust as academics to garner trust? Changing perceptions of caring (intimacy) and motivation (values) open a conduit of rapport that then allows technical information to flow, with a higher likelihood of being accepted.
My boots-on-the-ground approach has been delivered to tens of thousands of listeners worldwide and brought recognition with several prestigious awards. It is a perfect match for the spirit of this event, and would be a pleasure to present at the University of Florida.
Session type: LectureLearning Objectives:
- Strategic Trust Building
- Tactical Listening Skills
- Application in online media
Speakers & Panelists
Kevin FoltaKevin M. Folta is a Professor in the Horticultural Sciences Department. His program examines the genetics of flavors in fruits, and the light conditions needed to best control high-value crop traits in artificial environments. He is best known for his workshops in science communication that reprogram failed engagement strategies of researchers and agricultural professionals, especially with respect to controversial topics. These efforts brought him recognition with CAST Borlaug Award in Agricultural Communication in 2016, the AgPro Person of the Year in 2017, and the Association of AgriWomen Veritas Award for Truth in Agriculture in 2019. He also hosts the weekly Talking Biotech Podcast with over one million downloads and 215 episodes. Ph.D. University of Illinois Chicago, 1998.