Storytelling 101 for Science Communication (Part 1)

As scientists, we want to get right to the numbers.  How many more millimeters of rainfall did our watershed receive compared to the long term average annual rainfall?  This information can be valuable but when it comes to communicating our science with the general public, we should remember that not everyone can understand numbers as easily as scientists can.  Some people may prefer visualizing concepts while others may prefer getting a hands-on impression.  I'm suggesting here (and many other's before me have also suggested) that storytelling can help scientists bridge the gap between the numbers we talk about and real life.  Specifically, I believe storytelling allows the general public to better connect with scientific findings at a personal level.  This is especially true if the story is local to them.  When it's easier for the general public to connect to the place or theme via a story, they are more apt to become good stewards of the environment (e.g. pick-up trash in local waterways so it doesn't harm wildlife, ride their bike to work instead of driving a gasoline powered car).

Some questions to ask while you're getting ready to present your numbers to the general public:
(1) Can I think of a personal story to connect the idea I'm sharing with my audience?  (If you don't feel comfortable personalizing the story, maybe you can find something related in the news.)

(2) Is this a positive or negative story?  (I suggest keeping it positive, but if you have to, something negative might due in a pinch.)

(3) Is this story applicable to the audience you're presenting to?  (Maybe you can find a story in the local news as opposed to one thousands of miles away.)

If you're looking for more inspiration on how to be a good storyteller, see Randy Olson's book Don't Be Such a Scientist.