SELL YOUR RESEARCH: Public Speaking for Scientists

About Us
Contents
About the Authors
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 & Logistics
	2.6 Let’s Get on with It!
Part I 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…
Part II 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 Focus on Clarity
		9.2.1 Jargon
		9.2.2 Explanations
	9.3 Make a Connection
		9.3.1 Emotions
		9.3.2 Personal Insight
	9.4 Place Your Work in Its Context
		9.4.1 General Context
		9.4.2 Technical Impact
	9.5 Be Concrete
		9.5.1 Props and Demonstrations
		9.5.2 Data
	9.6 Add Color to Your Speech
		9.6.1 Figures of Speech
		9.6.2 Graphics
		9.6.3 Visuals
	9.7 Make Conversation
	9.8 Try It Out…
10 Use Storytelling
	10.1 What is Storytelling?
	10.2 Which Story Should You Choose?
		10.2.1 Focus on the Impact
		10.2.2 Focus on a Human Adventure
		10.2.3 Focus on Values
	10.3 What Are the Different Stages of Narrative Development?
	10.4 How Can You Make the Story More Striking?
		10.4.1 Go into Detail
		10.4.2 Play with Words
		10.4.3 Include a Strong Dose of Suspense
		10.4.4 Speak with Conviction
		10.4.5 Illustrate Your Point
	10.5 What Should You Remember?
11 Give an Online Presentation
	11.1 Prepare Your Studio
		11.1.1 The Camera
		11.1.2 Lighting
		11.1.3 Sound
		11.1.4 Eye Contact
		11.1.5 Your Looks
		11.1.6 Your Background
		11.1.7 Your Desk
		11.1.8 Bandwidth and Internet Speed
		11.1.9 Updates
	11.2 Manage a Live Stream
		11.2.1 Sound Engineer
		11.2.2 Cameraman
		11.2.3 Master of Ceremonies
	11.3 Interact with Your Participants
		11.3.1 Audio
		11.3.2 Virtual Breakout Rooms
		11.3.3 Polls
		11.3.4 Chat
		11.3.5 Visual Contact
		11.3.6 Non-verbal Feedback
		11.3.7 Additional Tools
	11.4 Discover Other Features
		11.4.1 Recording
		11.4.2 Taking a Break
		11.4.3 Leaving the Meeting
	11.5 Stand Out
12 Bonus Chapter
	12.1 Grant Proposal
		12.1.1 Pay Attention to Your Jury’s Needs
		12.1.2 Create Your Presentation
		12.1.3 Inspire Confidence
		12.1.4 Increase Your Chances of Success
	12.2 Event Hosting
		12.2.1 Prepare Your Schedule
		12.2.2 Write the Content
		12.2.3 Rehearse the Presentation
		12.2.4 Take on the Role of Host
		12.2.5 Handle Questions and Answers
	12.3 Media Intervention
		12.3.1 Choose an Interesting Topic for Journalists
		12.3.2 Prepare the Interview
		12.3.3 Make Inquiries Beforehand
		12.3.4 Anticipate Your Answers
		12.3.5 Offer Your Expertise
		12.3.6 Handle the Interview
		12.3.7 The Perks of Talking to Journalists
	12.4 To Conclude
Part III Third Step: Breathe Life and Fine Tune Logistics
13 Master Your Non-verbal Communication
	13.1 What is Non-verbal Communication ?
	13.2 Voice
		13.2.1 Breathing
		13.2.2 Speed
		13.2.3 Tone
		13.2.4 Volume
		13.2.5 Diction
	13.3 Body Language
		13.3.1 Posture
		13.3.2 Gestures
		13.3.3 Facial Expressions
		13.3.4 Movements
	13.4 Eye Contact
	13.5 Before We Move on…
14 Manage Your Anxiety
	14.1 Practise, Practise, Practise
		14.1.1 To Learn or Not to Learn
	14.2 Enter the Stage
	14.3 Breathe
	14.4 Project Yourself
	14.5 Respect Your Body
	14.6 Before We Move on…
15 Perfect Your Performance
	15.1 Microphone Choice
		15.1.1 Gooseneck Microphone
		15.1.2 Handheld Microphone
		15.1.3 Headset
		15.1.4 Clip-on Microphone
	15.2 Chair(Wo)Man
	15.3 Technical Rehearsal
		15.3.1 Technical Rehearsal Checklist
	15.4 Lights, Camera…
	15.5 Final Touches
	15.6 That’s It…
16 Final Pep Talk
17 The Story Behind the SELL Method
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