Scientists unmuzzled: What comes next, confusion or clarity?

An Ottawa science communication company is working with newly “unmuzzled” federal scientists to help them to present and explain their work in a way that the average person can understand and appreciate.

“Being given the opportunity to speak more often about your work is great,” says RMA principal John McKay, “But if a scientific or technical expert can’t do it a way that is clear, understandable and interesting to you or me, what’s the point? That’s where we come in.”

Rutherford McKay Associates (RMA) has been delivering classroom courses and helping scientific and technical experts to communicate more effectively with non-experts for more than 15 years. Earlier this year the company launched Canada’s first truly online, eLearning version of their media relations training course.  “Our eLearning service provides the same high level of training, but participants don’t have to leave their labs or offices to take part," said Mr. McKay.

The in-person, eLearning and hybrid (combining in-person and eLearning) versions of the course cover topics such as the relationship between journalists and subject matter experts, the use of plain language, the nature of “news”, and how to develop messages.  Participants take part in simulated media interviews, based on their work and conducted by former reporters.  They also receive a copy of RMA’s free e-book, _ Making the LINC: Communicating Science . _ “Experts, in any field, who want to educate, influence, or motivate an audience must first learn how to effectively communicate their ideas. RMA is one of Canada’s premier science and technology communications companies. We help them to do that,” said Mr. McKay.