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Stir Up Excitement For STEM Subjects With This Nobel Prize Communication Strategy

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It’s hard to spark enthusiasm about a subject until your listeners know how it impacts their lives. It’s even tougher for subjects in the hard sciences which are often described in ways that seem far removed from our daily lives. Educators and communicators who want to get young people excited about STEM programs might want to take a lesson from this week’s Nobel Prize announcements.

For example, three scientists shared the 2019 Nobel Prize in chemistry. What, exactly, did they do to earn the prestigious honor? Their research led to the development of a battery “based on a petroleum coke–based anode material, LixCoO2 as the cathode, and a water-free electrolyte composed of LiPF6 in propylene carbonate.” 

If you’re still reading, let’s make it simple. 

The three scientists created a rechargeable world. Their contributions led to the lithium-ion battery, “a lightweight, rechargeable and powerful battery now used in everything from mobile phones to laptops and electric vehicles. It can also store significant amounts of energy from solar and wind power, making possible a fossil fuel-free society.” 

Ah, much better.

Both descriptions come from the Royal Swedish Academy of Sciences, the organization that selects the prize winners in physics, chemistry and economic sciences. They’re written for two different audiences. The technical definition is part of the scientific paper that describes the research and the second description is for everyone else. 

Educators should take note. Neuroscientists say the brain is wired to look for the big picture before details. Your listeners don’t care about the details until they see how the content benefits them.  

Let’s look at how the Smithsonian Magazine covered the Nobel Prize in Chemistry. It starts with the big picture, a short explanation of real-world benefits that covers the lives of every reader. According to Smithsonian:

“Lithium-ion batteries are the cornerstone of the technological revolution of the last few decades. The long-lasting, rechargeable batteries are what allow cell phones, laptop computers and other devices to exist. They can be scaled up to power a car or a home. They're even being used in renewable energy. They are also capable of being miniaturized and used in devices like implanted pacemakers.”

Journalists are trained to answer one question early in their copy. My professors at Northwestern always asked: “Why should I care?” It’s a good question to answer at the beginning of any presentation intended to spark interest in a topic. 

Here’s how the New York Times covered the Nobel Prize in chemistry:

“The three researchers’ work in the 1970s and ’80s led to the creation of powerful, lightweight and rechargeable batteries used in nearly every smartphone or laptop computer, and in billions of cameras and power tools. Astronauts on the International Space Station rely on them, and engineers working on renewable energy grids often turn to them. By storing electricity generated when sunlight and wind are at their peak, lithium-ion batteries can reduce dependence on fossil fuel energy sources and help lessen the impact of climate change.”

The New York Times follows the same structure in their science coverage—benefits followed by details. The Times article about the Nobel Prize for Medicine or Physiology begins like this:

“The Nobel Prize in Physiology or Medicine was jointly awarded to three scientists — William G. Kaelin Jr., Peter J. Ratcliffe and Gregg L. Semenza — for their work on how cells sense and adapt to oxygen availability…The findings have implications for treating a variety of diseases, including cancer, anemia, heart attacks and strokes.”

The Nobel Prize website offers free educational resources for teachers: slideshows, worksheets, and videos. Each has simple explanations followed by scientific analysis. Most importantly, these “easy to use lessons” all contain a clear list of benefits.

While the materials are good for educators, they also serve as valuable templates for communicators of any complex subject who want to generate excitement about complex topics. 

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