Methodology, knowledge and creativity are the building blocks leading to the big discoveries in science. But behind every scientific achievement, there is a story, and it is often that story that people want to hear about.

Stories are powerful. Several studies indicate that storytelling is a more effective way of spreading information, making comprehension and recollection easier. Unfortunately, I know by experience that scientists are not the greatest fans of storytelling.

Among scientists, communication is accurate, logical, context-free, and stereotypically passive. To summarize: it is not attractive to the public. And whether we like it or not, nonexperts get most of their science information from the mass media.

So, it is time for scientists to break the ice and learn how to “storytell”.

Becoming a science storyteller

We all know a good story when we hear one. Still, defining what makes it good is harder than it sounds.

Good stories have characters, plot, conflict, suspense, magic (“Oh no! Not magic!” says the scientist). A well-told story takes us through a journey and makes us think and feel from the storyteller’s perspective.

But what makes a good storyteller is practice, criticism, rejection and then more practice. The good news is: you do not have to do it alone. There are professional science storytellers out there to help you tell your science story.

8 tips on how to use storytelling effectively

Whether you tell your story in an article or a video, certain elements are a must. So put on your creativity hat, shake off your academic communication style, and start from scratch.

General audiences want short, catchy and attractive information. Remember, the attention span is getting shorter, and you are competing with the Kardashians.

1.     Value and understand your audience

Know your audience wants and needs before you start creating your story. You can find that information by searching on social media, press releases, science news or just by asking people you know. Your audience has to get something out of it, so write down their questions and answer them in your story.

2.     Start with an action

Throw your passive academic style out of the window. Active voice makes your message snappy and exciting. It is all about how you – or someone else – do something and not how something is done. Instead of “the cells were cultured in an incubator blablabla”, say “we grew cells in a laboratory oven and…”. Got it?

3.     Use metaphors, analogies, and anecdotes

Analogies and metaphors play a crucial role in people’s memories, perceptions, and emotions. Plus, anecdotes are more engaging and easier to understand than the context-free style of scientific communication. So use an anecdote as the base of the story and add the analogies and metaphors you need to explain the science. Storytelling is all about making a connection, so your readers or viewers have to see themselves in it.

4.     Bring in emotion

Feelings resonate. Dig into the personal side of the science you do and how it affects a specific group (that group is your primary audience). Know how they feel about your topic and add this feeling to your story. Sharing struggles and failures also help people see that science is a human effort. Thus, it is relevant and worthy. Make sure you are not overdramatic and sensationalist but genuine and realistic. Tap into the emotional side of things and begin to educate and build awareness from there.

5.     Keep it simple

I can’t stress that enough. As a scientist, whenever I was asked about my research, my scientist persona kicked in, and I wasted pages passively “educating” an imaginary audience. No need to tell you it was useless. So try your best to make sure they can follow you by using plain language, free of scientific jargon and complicated words.

6.     Add the three elements of storytelling.

Every story has at least one character facing a conflict that must resolve. Make sure you create interesting characters in a meaningful conflict and an event with a solution.

Character: Your character can be a person or a cell, an alga, a bacterium, a disease, or even a petri dish. The sky is the limit. That is why storytelling can be so much fun! Still, they must have something that connects them to your audience: be that the problem they solve, the emotions they feel, or the doubts they have.

Conflict: Conflict is the lesson where the character(s) transforms through challenges. Conflict brings the emotional dynamics creating the human connection, the story’s foundation. The lesson is in the resolution. Start your story with the problem, so the audience is keen to know what happens next and how it is solved. Remember, you solve problems for a living, so you encountered and cracked a few! That is the story they want to hear.

Resolution: It fulfils the purpose behind the story. What happens next? Don’t leave your audience hanging. Tell them why the story matters and what changes after that. Resolution can be a call to action. Ensure there is a central message, even if you give it away only at the end.

7.     Have visuals

The use of illustrations in science communication is critical. Videos are even more powerful tools, enhancing user experience and increasing visibility. Why do you think so many people prefer to go to the cinema and see Brad Pitt as Hercules, instead of reading The Iliad? Plus, videos can be counted as a project deliverable that increases public outreach, a criterion required by some funding agencies (e.g., the U.S. National Science Foundation).

8.     Practice, and then practice again

Practising is the only way to perfect any skill, and storytelling is not different. Begin by explaining your research to your grandma, child, or niece, for instance. Once they understand it – and want to know more – you got it right. Another helpful tool is selecting three stories that captivate you, identifying their standard features, and using them in your story.

Get your science story out there

Science outreach is becoming more critical than ever. Learning to use storytelling effectively can bring scientists closer to society, impacting public trust and environmental health.

Make an impact and educate people by telling your science story in a video for the world to see. Win the crowds!

Contact the STEMcognito team of science communicators to get your story out there, or talk to me if you need help translating your science to nonexperts.

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