[...]... .10 7 PART III Selected topics 11 5 14 Making websites 11 7 14 .1 Making trustworthy websites .11 7 14 .2 To CMS or not 11 9 14 .3 Case study: Fermilab’s webpages .12 1 14 .4 Case study: Mars Odyssey Themis website .12 2 14 .5 Case study: Designing and producing a website for ESA/Hubble 12 4 15 Video production 13 1 15 .1 Television ... study: the ESA Hubble 15 th anniversary DVD .15 0 xiv CONTENTS 16 Crisis communication 15 5 16 .1 Crisis communication in general 15 5 16 .2 Crisis measures 15 6 17 Guidelines for scientists and communicators 16 1 17 .1 A scientist’s checklist for interviews 16 1 17 .2 A scientist’s checklist for press releases 16 5 17 .3 A scientist’s checklist for public... presentations 16 7 17 .4 A PIO’s checklist for dealing with scientists 16 9 18 How to host a press conference 17 1 19 Overcoming national barriers 17 3 19 .1 The language barrier .17 3 19 .2 The cultural barrier 17 4 19 .3 Attitude 17 4 19 .4 Centralised vs decentralised science communication 17 4 20 Going commercial 17 7 20 .1 Partnering... 13 1 15 .2 The Video News Release 13 1 15 .3 Isn’t it too difficult to produce video material? .13 2 15 .4 Production of video material 13 3 15 .5 Distribution of video material .14 0 15 .6 Technical specifications for digital video material 14 2 15 .7 A typical set-up for a small video editing suite 14 4 15 .8 Production of movie DVDs 14 5 15 .9 Case... 17 8 20.2 e-Commerce .17 9 20.3 Case study: The Hubble Shop .17 9 20.4 Advertising 18 5 20.5 Procurement & production 18 8 20.6 Fundraising 18 9 20.7 Alternative methods of income 19 0 21 Credibility in science communication 19 3 21. 1 The problem .19 3 21. 2 Credibility problems are ubiquitous 19 4 21. 3 The. .. communities in the flow of scientific information: scientists, full-time communicators, the press and the public One of the most used models for their interaction is the simple linear model in which information flow can be depicted as a funnel that starts at the scientist and ends at the general public (figure 2) Before the general public receives the message, the information is passed through two other communication... 88 10 .6 File types 92 11 Technical set-up 93 12 Distribution 95 12 .1 The press release visibility scale 96 12 .2 Address lists 99 12 .3 External distribution partners 99 13 Evaluation and archiving 10 3 13 .1 Qualitative evaluation 10 3 13 .2 Quantitative evaluation 10 3 13 .3 Archiving... actors where the simple linear model is insufficient In some cases (marked with dotted lines in figure 2) the scientist may commu7 THE HANDS-ON GUIDE FOR SCIENCE COMMUNICATORS Figure 2: The simple linear model for the science communication process — a funnel-type model for the communication from scientists (producer) to public (receiver) This simple model where the bold black arrows show: a) the sequential... actors: the public information officer and the journalist The narrowing of the funnel also indicates that a simplification of the information takes place along the way The linear model is often used to simplify the overall picture, but it may also reflect an important part of the situation and therefore be useful to communicators Madsen (2003) finds that nearly 50%, and possibly more, of science news in the. .. elegantly: The writings of science communication scholars suggest two dominant themes about science communication: it is important and it is not done well.” This is also the outcome of a large study by The Research Roadmap Panel for Public Communication of Science and Technology in the Twentyfirst Century In their words: The writings of science communication scholars suggest two dominant themes about science .