Science Story Speak Table of Contents

Unit 1: Connecting with audiences

• Chapter 1: Targeted personas – Learning how to identify target audiences, understand bias, develop personas, and find their motivation. This will help you prioritize who you can influence, relate to them in a more meaningful way, and learn how to use emotional intelligence tools.

• Chapter 2: Connection points – Why do you need to ask questions, look for hot buttons, and show appreciation for your audience’s interests? This chapter helps you relate to people in a more meaningful way by connecting at the heart level.
• Chapter 3: Generational intelligence – Finding an appreciation to solve different problems across generations. You’ll develop an understanding of strengths and weaknesses of each generation and how to work differently to achieve shared goals.

Unit 2: Communicating effectively

• Chapter 4: Adult learning – Discovering how to focus on the learning experience through Knowles four assumptions of adult learners. You’ll take away how you can relate to specific experiences that your target audience may have had to make science more relevant to them.
• Chapter 5: Knowledge brokering – Looking at learning preferences and ways people connect to information. Explore why information, knowledge, data, and education are different methods to drive the conversation.
• Chapter 6: Mastering messaging – Making science approachable through conversatio
  n is critical to your ability to relate to your targets. You’ll learn how reframe to “why”, different techniques to reach audiences, relating content to connection points, and categorizing hot buttons by using choice, connection & competence motivators.
• Chapter 7: Environmental Ethos – Understanding the context around how people view their role in the environment.  In this chapter, you’ll examine how generations may view environmental problem-solving from different perspectives

Unit 3: Improving understanding around farm & food

• Chapter 8: Drivers of need – How can behavior change and focusing on environmental ethos meet the needs of your target audience? Learn what they need to hear from you and how you make the case for science.
• Chapter 9: Empowering knowledge through story – Identifying global, health, and technology issues plagued with false information inn the agriculture space. You'll find examples of how to counter those with stories that create context.
• Chapter 10: Finding your why – Finding a methodology for learning to create meaningful communications. Using Knowles methodology, you will identify how to focus on why and be more relevant. What problems can you help the learner solve?
• Chapter 11: Connecting food & farming issues – Practicing how to address contentious issues in food, farming, natural resources, and agriculture.  You’ll work through conversation points to be more confident connecting animal welfare, GMOs, antibiotics, sustainability, housing, food waste, et al with your target audience and their hot buttons.

Unit 4: Normalizing science in decision making

• Chapter 12: Putting neuroscience to work – How does neuromarketing and the prefrontal cortex affect perception around agriculture, science, and natural resources? Learn how both brain and behavioral science play a role in the decision-making around the environment and modern day agricultural practices.
• Chapter 13: Standing out in a noisy world –Understanding public belief in misinformation and disinformation surrounding the science of farm and food is essential as you connect with those outside of agriculture. Managing information has become a critical skill in the noise of today’s soc
  iety; you’ll learn how to compete for space in the conversation in this chapter.
• Chapter 14: Applied critical thinking – How do you help audiences go beyond knowledge and awareness through meaningful messaging that spurs critical thinking. Help your target audience understand how to decipher and evaluate messages to better inform decisions.

Unit 5: Taking action to influence understanding

• Chapter 15:  Selecting your platform – Where can you best connect your science story with your target audience? You’ll learn what content and techniques perform best on different platforms, as well as engage in hand-on learning for presentations, social media, and casual conversations.
• Chapter 16: Establishing your timeline –Making a plan to move from awareness to action. this chapter will help you evaluate where your story messaging is on the learning continuum and determine how to fill the gaps.
• Chapter 17: Developing your Science Story Speak action plan – Pulling all of the steps together to create your tailor-made science story to influence and impact your target audience. You’ll work through templates to address who, what, why, when, where, and how to take home and put into action.

How does the system work? You can choose which units or the whole Science Story Speak package: connecting with audiences, communicating effectively, improving understanding around farm & food,  normalizing science in decision making, or taking action. Michele and Amy will customize a Science Story Speak workshop, whether it's two hours or four days. We provide Science Story Speak workbooks packed full of research, more than 40 thought-provoking exercises, and meaningful examples. You provide the space and the people. We'll create an interactive training with the elements you need to speak your science story. Your audience will walk away feeling empowered to have better conversations about science.