Science Story Speak

Science Story Speak: Science communication training for agriculture, natural resources, and nutrition scientists

A proven process to mobilize the middle – and rebuild belief in science.

Agriculture Science training Science Story Speak is an in-person workshop that teaches farmers, ranchers, Extension educators, NRCS staff, registered dietitians, and agricultural communicators how to translate complex science into stories that build trust, counter misinformation, and move non-scientists to action. Developed by Michele Payn and Amy Hays, it's a practical playbook — not a lecture – grounded in neuroscience, adult learning theory, and generational intelligence.

Pew Research shows trust in scientists has dropped sharply – now below pre-pandemic levels. For those who work in agriculture, natural resources, and food science, that decline isn't abstract. It limits the adoption of modern farming technologies, fuels food misinformation, increases regulatory pressure, and contributes to the mental health crisis in rural communities.

The question is no longer whether science communicators need better tools. It's whether you have them. Science Story Speak gives you those tools.

Who Science Story Speak benefits

This workshop was built for people who work at the intersection of science, agriculture, food, and public understanding. If you've ever watched eyes glaze over when you start talking about your work – this is for you.

Farmers & ranchers: You know your operation better than anyone. Science Story Speak helps you tell that story in a way that builds trust at the dinner table, on social media, and with your community.

Extension educators: Your technical expertise only creates change when it connects. Learn to reach the diverse audiences you serve with greater confidence and less frustration.

NRCS staff & conservation professionals: Communicating conservation science to producers and the public requires more than facts. Science Story Speak gives you the frameworks to make it land.

Registered dietitians & nutrition professionals: Caught between food marketing and farming realities? Learn to communicate agricultural science with credibility to patients, clients, and the media.

Agricultural communicators & PR teams: Build your organization's capacity to handle tough questions on GMOs, antibiotics, animal welfare, and sustainability with nuance and confidence.

Agriscientists & researchers: The future of your work depends on public understanding. Science Story Speak helps you connect your science to the people it was meant to serve.

Scientists & communicators in agribusiness: Whether you work in crop protection, animal health, food manufacturing, or ag technology, you're often asked to explain science that people are already skeptical of – and doing it as a company representative raises the stakes even higher. Science Story Speak gives you the tools to communicate with credibility, connect across mindsets, and build genuine trust – not just defend a position.

“Science Story Speak will change the way that I interact with my customers, my colleagues and the public about agricultural principles, in the best way possible. This course gave me permission to acknowledge my personal ag journey and use that narrative to relate to topics from farm legacy to chicken welfare. I was so impressed by the breadth of knowledge of Amy and Michele, and I am thrilled to have learned from them in such a comprehensive manner.” ~ Kelsey Ramerth, South Dakota

What you'll walk away with...

Science Story Speak isn't a one-size-fits-all training. It's a system. By the end of the workshop, participants will be equipped to:

Connect with any audience: Restore the sense of wonder about scientific discoveries and rebuild trust in science, even with skeptics.
Communicate more effectively: Understand the neuroscience of why people resist or accept new information — and how to use that to your advantage.
Tackle the hard topics: Craft clear, credible messages around GMOs, antibiotics, animal welfare, sustainability, and other critical issues that directly affect your work and your freedom.
Reach across generations: Apply generational intelligence to adjust how you communicate with farmers, consumers, policymakers, and the public.
Normalize science in decision-making: Help the people around you feel more connected to science – not intimidated by it.
Take action: Leave with a personalized communication plan and practical tools you can use the next day.

What makes Science Story Speak different

This isn't a media training. It's not a public speaking course. Science Story Speak sits at the intersection of emotional intelligence, neuroscience, learning theory, generational IQ, environmental ethos, and agricultural issues — built specifically for the people working in agriculture and natural resources.

Michele Payn and Amy Hays bring more than 45 combined years of experience working with farmers, scientists, dietitians, and communicators in the U.S. and internationally. The curriculum spans 17 chapters of content and is grounded in real-world challenges — from navigating food misinformation to building science literacy in rural communities.

Take a look at the 17 chapters of compelling content →

"Science Story Speak allows us to highlight the absolute need for communication skills. The importance of understanding brain science and translating that to useable skills in sharing targeted information that meets our mission and vision in support of the nation's grazing lands producers." — Kimberli Stine, National Grazing Lands Coalition

Training options built around your organization's needs

Science Story Speak isn't a packaged training you slot into a schedule. Michele and Amy work with you in advance to select and sequence content from the workbook that directly addresses your team's most pressing communication challenges — then deliver it in the format that fits your event, your budget, and your goals. Options range from a single session to a multi-month cohort experience.

Rapid-Fire Session (45 to 90 Minutes for conference breakouts, membership webinars, pre-event engagement): A high-impact introduction to science communication for audiences that need to move fast. Topics can include misinformation and disinformation in agriculture, critical thinking frameworks, using AI to project communication trends, or other broad issues relevant to your members or stakeholders. Ideal for building appetite for deeper training – and for reaching a broad audience before a more intensive workshop. All options are available for agricultural organizations, agribusinesses, Extension systems, NRCS field offices, dietetic and nutrition associations, farm bureaus, commodity groups, and rural community organizations.
Interactive Workshop (conference pre-con sessions, staff training days, annual meetings): An in-person, hands-on training with role plays, discussion, and real-world application around contentious science communication issues. Content is prioritized with your team in advance – drawn directly from Science Story Speak workbook chapters most relevant to your organization's current challenges and strategy. Options include communication around GMOs, antibiotics, climate and sustainability, food labeling, policy engagement, and more. Time permitting, additional topics such as effectively presenting scientific abstracts to non-technical audiences can be incorporated.
Half-Day to Full-Day Training (4 to 8 Hours for organizational retreats, staff development, commodity group leadership teams, agribusiness field teams): A deeper dive that gives your team time to absorb, discuss, and practice. Multiple workbook modules are woven together into a cohesive arc, with facilitated discussion and personalized action planning built in. Participants leave with tools they can use immediately and a clear communication framework to carry forward.
Multi-Day Immersive (2 to 4 days for organizations building long-term communication capacity, leadership teams, agribusiness training programs): The full Science Story Speak experience – working through the framework systematically, with deep attention to your organization's specific issues, audiences, and goals. Includes initial planning with Michele and Amy to tailor the curriculum, facilitated workshop days with role play and live application, and a final coaching session to build a communication strategy your team can sustain. Bulk workbook orders available for all participants.
Science Story Speak Master Cohort (Multi-month program for organizations building a team of certified science communication ambassadors): A selective, intensive cohort experience for 10-12 participants ready to become science communication leaders within their organization or field. The cohort begins with an individual interview to tailor the material, moves through four 2-3 hour virtual training sessions with roundtable discussion, and closes with a one-on-one coaching session. Participants can be recognized as certified science communicators – highlighted at meetings, on social media, and within your organization as credible voices for science. Ideal for professional associations, commodity organizations, and agribusinesses building a culture of confident, credible science communication.

All options are available for agricultural organizations, agribusinesses, Extension systems, NRCS field offices, dietetic and nutrition associations, farm bureaus, commodity groups, and rural community organizations.

Contact Amy & Michele about your training needs →

The Science Story Speak Workbook

The Science Story Speak workbook is the companion resource behind the workshop — and it's available for individual purchase or in bulk for your team.

Packed with 17 chapters of actionable content, the workbook covers generational intelligence, emotional connection, adult learning theory, agricultural issues, environmental ethos, and a personal action plan. It's the playbook your staff can return to long after the training ends. Preview the workbook table of contents →

Frequently Asked Questions

What is Science Story Speak? It is an in-person science communication workshop and workbook designed for farmers, Extension educators, NRCS staff, registered dietitians, agricultural communicators, and agriscientists. Developed by Michele Payn, CSP, and Amy Hays, it provides a practical system for translating complex agricultural and food science into stories that build trust and counter misinformation.

Who is Science Story Speak designed for? This science communications system was built for anyone who works where science meets public understanding in agriculture and natural resources - including farmers and ranchers, Extension educators, NRCS and conservation staff, registered dietitians, ag communicators, commodity organization staff, and researchers. If you've ever struggled to communicate your work to a skeptical or non-scientific audience, this workshop was designed for you.

What topics does the workshop cover? The curriculum spans 17 chapters, including generational intelligence, neuroscience of communication, adult learning theory, agricultural issues, environmental ethos, food misinformation, science literacy, and a personalized action plan for participants.

How is Science Story Speak different from other communication trainings? Most communication trainings focus on delivery or media skills. Science Story Speak is built around the science of how people actually form beliefs – combining neuroscience, generational IQ, emotional intelligence, and agricultural context into a single, cohesive system. It was developed specifically for those working in agriculture and natural resources, not adapted from a generic corporate framework.

What format options are available for the Science Story Speak workshop? The training is designed to flex with your organization's needs – from a 45-minute rapid-fire webinar or conference session, to a 2–4 hour interactive workshop, a half-day or full-day training, a multi-day immersive program, or a multi-month Master Cohort experience for 10–12 participants. All formats draw content from the Science Story Speak workbook and are customized in advance with Michele and Amy to address your team's specific communication challenges. Contact Michele to discuss what's right for your organization.

Is Science Story Speak relevant for scientists and communicators who work for agribusiness companies? Yes – and arguably this is where the skills matter most. Scientists and communicators at crop protection companies, animal health organizations, food manufacturers, and ag technology firms regularly have to explain complex science to audiences who are skeptical of industry sources. Science Story Speak teaches how to build trust authentically, understand the emotional drivers behind public skepticism, and communicate in a way that connects – regardless of who signs your paycheck.

Is Science Story Speak available as a virtual workshop? Currently, Science Story Speak in-person workshops are the primary offering. Rapid-fire webinar sessions and the Master Cohort program include virtual components. Contact Michele to discuss what format best fits your organization.

How do I bring Science Story Speak to my organization Contact Michele & Michele directly to discuss your organization's needs, timing, and how the workshop can be tailored to your team.

Is there a book that goes with the workshop? Yes. The Science Story Speak workbook by Michele Payn and Amy Hays is the foundation behind all training formats – and it's available for individual purchase or in bulk for your team. Workshop participants use it throughout the training; bulk orders are available for organizations.

Meet the Science Story Speak creators

Michele Payn — One of only 900 people worldwide to hold the Certified Speaking Professional designation, Michele has worked with farmers, scientists, and communicators in more than 25 countries over 22+ years. Her training work centers on science communication, agricultural advocacy, critical food issues, and mental health in agriculture. She is the author of Food Bullying, Food Truths from Farm to Table, and No More Food Fights!

Amy Hays — With more than 25 years working at the intersection of ecology, agriculture, conservation, and adult learning theory, Amy is known for her work on 'environmental ethos' — how people perceive their relationship to the land. She believes in working lands as a solution to difficult environmental challenges and has supported the outreach of farming and ranching communities at a national level.