SELL YOUR RESEARCH: Public Speaking for Scientists

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Contents
1 Introduction
2 The SELL Method: Prepare Your Presentation
	2.1 What Is Communication?
		2.1.1 Conversation
		2.1.2 Communication
		2.1.3 The Communication Model
			2.1.3.1 Sender
			2.1.3.2 Receiver
			2.1.3.3 Message
			2.1.3.4 Filters
			2.1.3.5 Response
	2.2 The SELL Method
	2.3 Step I: Skeleton
	2.4 Step II: Envelope
	2.5 Step III: Life and Logistics
	2.6 Let’s Get on with It!
PartI First Step: Build Your Skeleton
3 Know Your Context: Types of Presentation
	3.1 Audience
		3.1.1 Experts
		3.1.2 Students
		3.1.3 General Public
		3.1.4 Young People
		3.1.5 Journalists
		3.1.6 Managers
		3.1.7 Funders
	3.2 Format
		3.2.1 Audience Size
		3.2.2 Interaction
		3.2.3 Duration
			3.2.3.1 Short
			3.2.3.2 Medium
			3.2.3.3 Long
			3.2.3.4 Variable
		3.2.4 Your Stage
			3.2.4.1 Layout
			3.2.4.2 Equipment
	3.3 Occasion
		3.3.1 Meeting
		3.3.2 Conference
		3.3.3 Site Tour
		3.3.4 Poster Session
		3.3.5 Thesis Defence
		3.3.6 Prize Ceremony
		3.3.7 Competition
		3.3.8 Camera
		3.3.9 Interview
	3.4 Logistics
		3.4.1 What?
		3.4.2 Who?
		3.4.3 Where?
		3.4.4 When?
		3.4.5 How?
		3.4.6 Why?
		3.4.7 How Many? How Much?
	3.5 Moving on…
4 Define Your Message
	4.1 Four Questions to Define Your Message
		4.1.1 What Is Your Objective?
		4.1.2 What Are Your Audiences’ Expectations?
		4.1.3 What Arguments Do You Have to Achieve Your Objective with This Specific Audience?
		4.1.4 What Is Your Message?
		4.1.5 Putting It into Action
	4.2 Case Study I: The Headteacher
		4.2.1 Science Talks
	4.3 Case Study II: The Bionics Professor
		4.3.1 Experts
		4.3.2 General Public
		4.3.3 Different Messages
	4.4 Case Study III: The Entrepreneur
		4.4.1 Investors
		4.4.2 Coffee Shop Managers
		4.4.3 Clients
	4.5 Messages for Mixed Audiences
		4.5.1 Prioritise Your Audience
		4.5.2 Find the Common Link
	4.6 Your Turn…
5 Establish Your Plan
	5.1 A Plan: The Basics
		5.1.1 What is a Plan?
		5.1.2 Examples of Classical Structures
		5.1.3 When to Give Background Knowledge
		5.1.4 What Does a Plan Look Like?
	5.2 Mind Maps
		5.2.1 How to Use a Mind Map
			5.2.1.1 Message
			5.2.1.2 Introduction and Conclusion
			5.2.1.3 Sections
			5.2.1.4 Subsections
		5.2.2 Benefits of Mind Mapping
		5.2.3 Putting It into Action
	5.3 Case Study IV: The Technological Innovation
	5.4 Case Study V: The Success Story
	5.5 Case Study VI: The Controversial Topic
	5.6 Before We Move on…
PartII Second Step: Make Your Envelope
6 Hook Your Audience
	6.1 Why Hook Your Listeners?
	6.2 When to Hook Your Listeners
		6.2.1 Introduction
		6.2.2 Conclusion
	6.3 Hook, Line and Sinker
		6.3.1 Quote
		6.3.2 Joke
		6.3.3 Anecdote
		6.3.4 Analogy
		6.3.5 Question or Challenge
		6.3.6 Picture, Drawing or Photo
		6.3.7 Video
		6.3.8 Piece of Music
		6.3.9 Link with Current or Historical Facts
		6.3.10 Sample
		6.3.11 Demonstration
	6.4 Knitting Your Hook into Your Talk
	6.5 Be Comfortable with Your Hook…
7 Design Your Slides
	7.1 What’s the (Power) Point?
	7.2 A Point with Power
		7.2.1 Rules Are Meant to Be Broken
		7.2.2 Keep It Slick
		7.2.3 Use Readable Text
		7.2.4 Be Visual
		7.2.5 Be Coherent
		7.2.6 Simplify Your Graphs
		7.2.7 Use Animations
		7.2.8 Think About Your Transitions
			7.2.8.1 Title
			7.2.8.2 Plan
			7.2.8.3 Transitions
			7.2.8.4 Conclusion
		7.2.9 Point Out Important Figures
		7.2.10 Lighten Your Content
		7.2.11 Choose Quality Images
	7.3 Graphic Design Rules
		7.3.1 Contrast
		7.3.2 Alignment
		7.3.3 Proximity
		7.3.4 Repetition
	7.4 Technical Glitches
	7.5 Slide Improvements
		7.5.1 Initial Thoughts
		7.5.2 Give It Space, Let It Breathe
		7.5.3 Don’t Give Everything Away
		7.5.4 Help Your Data Speak for Themselves
		7.5.5 Point Out the Comparisons
	7.6 In Conclusion…
8 Create Your (Additional) Supporting Materials
	8.1 What Tools Do You Have?
	8.2 Boards
		8.2.1 Erasable Boards
		8.2.2 Non-erasable Boards
	8.3 Objects
		8.3.1 Scientific
		8.3.2 Props
		8.3.3 3D Metaphors
	8.4 Demonstrations
	8.5 Multimedia: Videos and Sound
		8.5.1 Videos
		8.5.2 Animations
		8.5.3 Sounds
	8.6 Before We Move on…
9 Popularise Your Science
	9.1 What Is Science Popularisation?
		9.1.1 When to Popularise
		9.1.2 Are You Making Yourself Clear?
		9.1.3 Signpost Your Talk
		9.1.4 How to Popularise
	9.2 Make a Connection
		9.2.1 Technical Impact
		9.2.2 Personal Insight
		9.2.3 Funny Tales
	9.3 Give Context
		9.3.1 Choose a Character
		9.3.2 Make It Relatable
	9.4 Be Concrete
		9.4.1 Jargon
		9.4.2 Data
		9.4.3 Visuals
	9.5 Try It Out…
PartIII Third Step: Breathe Life and Fine Tune Logistics
10 Master Your Non-verbal Communication
	10.1 What is Non-verbal Communication?
	10.2 Voice
		10.2.1 Breathing
		10.2.2 Speed
		10.2.3 Tone
		10.2.4 Volume
		10.2.5 Diction
	10.3 Body Language
		10.3.1 Posture
		10.3.2 Gestures
		10.3.3 Facial Expressions
		10.3.4 Movements
	10.4 Eye Contact
	10.5 Before We Move on…
11 Manage Your Anxiety
	11.1 Practise, Practise, Practise
		11.1.1 To Learn or Not to Learn
	11.2 Enter the Stage
	11.3 Breathe
	11.4 Project Yourself
	11.5 Respect Your Body
	11.6 Before We Move on…
12 Perfect Your Performance
	12.1 Microphone Choice
		12.1.1 Gooseneck Microphone
		12.1.2 Handheld Microphone
		12.1.3 Headset
		12.1.4 Clip-on Microphone
	12.2 Chair(wo)Man
	12.3 Technical Rehearsal
		12.3.1 Technical Rehearsal Checklist
	12.4 Lights, Camera…
	12.5 Final Touches
	12.6 That’s It…
13 Final Pep Talk
14 The Story Behind the SELL Method
Speaker References
Bibliography