What is it like to do science communication as a full time job? Can Tik Tok really be used for science communication? Where can I find science communication internships?
Erin Winick, Science Communications Specialist for the International Space Station is here to share all her tips and so much more in this episode of the SciComm Toolkit.
There are so many incredible insights and sound bites in this interview. But if there is one thing I would love you to take away is that science communication takes so many forms and you should just have fun and experiment with what you enjoy.
This blog post is going to look a little different to my usual ones as it is incorporating the first interview on the podcast. You can listen to the episode below, or carry on scrolling for all the links mentioned in the episode and the key things Erin and I chatted about.
Don’t forget to subscribe to the podcast on Apple Podcasts or Spotify so you don’t miss out on an episode and hear from many other amazing communicators.
Mentioned in this episode:
- Follow Erin on Instagram, Twitter and TikTok. Don’t forget to find out more about the incredible scicomm she does on her website
- Follow Erin’s work for the International Space Station on Twitter, Instagram or nasa.gov
- Find Erin’s science communication internship guide in this article
- Get your hands on the Perseverance parachute skirt from STARtorialist
- Check out Erin’s interview on my blog as part of my Scientist in the Spotlight series
- A great example of how brands can use Tik Tok with the Washington Post
What we talked about:
We covered so much – and I am so sad that I had to cut so much out for the podcast (keep your eyes peeled for the unheard bits in a bonus episode soon!). Here is a brief overview of what we chatted about, and I share more details further down.
- What it was like doing science communication for the International Space Station – plus a few bonus facts about some of the latest research, how you tailor different stories for different audiences and knowing how to understand your audience
- What it is like to do science communication on social media as part of a company versus for yourself
- What her role as Space Reporter and Associate Editor at MIT Technology Review involved
- Her science writing process from start to finish, where she gets her stories from and what a reporter is looking for in your science story
- Her science communication internship at The Economist
- How fashion can be used in science communication
- Using Tik Tok for science communication both as an individual and a brand
What does being a Science Communications Specialist for the ISS mean?
Erin describes herself as a storyteller of all the research conducted onboard the International Space Station. It is more than just a place where astronauts go to, but researchers can send experiments up there to test a heap of different things within a microgravity environment. In fact, there are thousands of experiments going on right now, and Erin shares this with her key audiences.
How do you tailor different stories for different audiences?
It is all to do with the platform you are creating for, and understanding your audience on that platform. If Erin was creating something for LinkedIn, she would probably share more of their researcher guides. For Instagram, something more visual to introduce the research topics to a general audience. For Twitter, she might use more ‘high level’ language.
Another key part of the content Erin and her colleagues create for their social media is about the people. The astronauts but also the researchers behind the experiments and the journey they go through. This is because stories about people resonate so well because people can relate. So, finding that key part of your story that others can relate to is going to be good for your content.
How do you begin to understand more about your audience on a social media platform?
Knowing this is going to help you tailor your content and science stories. Erin shared these key things that you could do:
Don’t be afraid to experiment and see what your audience responds to
Take a look at your analytics – both ones you can get on the platform but other additional software too
Just ask people – make use of polls and question stickers and start a conversation with your audience
Are there differences when running a social media account for a company compared to your own?
When you spend all day on Twitter as part of your day job, it is hard to be inspired in your own time to create content. Erin shared that since she has started in this role she has “freed herself from the burden of consistency” on her own social media platforms and has been more experimental.
The results from those experiments on your personal account can be introduced into your work accounts, but it is tricky to be experimental on an account with millions of followers like those of the ISS.
For company accounts, there is a lot more planning and organisation involved. You may have to coordinate with other accounts so you are not clashing, but also so they can help promote your content too. Clearly, your own accounts you have complete creative freedom.
What did working at MIT Technology Review involve?
This was more of a journalism role, compared to the more PR role of the ISS for Erin. She would do a lot of writing and editing, but also did a lot of work for the Future of Work newsletters.
What is the process of writing a feature article from start to finish?
It all starts with an idea, and doing some digging and background research to see what the story angle could be.
Then it would usually move to interviews and trying to find the character to tell the story. The news features would tend to have less of a human centric focus. That is more for feature articles. Next it is all about more information gathering, getting words on paper and sending it to an editor who would go through it with a fine tooth comb.
Top tip: if you send your writing to an editor, don’t be put off if it comes back covered in edits. Wouldn’t you rather someone go through your work properly to improve it, rather than trying to just make you feel better.
What are writers looking for in a good story?
That human element is always a good thing. Having fantastic images, not just at the end but of the process too, is really going to help them tell your story. Writers don’t usually find their stories through press releases. So, it is good to maintain relationships with writers who would write in your area. Keep track of trends and upcoming topics too
If you are pitching a story to a writer, they have got to see the story in it, or it has to be something that they haven’t seen before, otherwise it is unlikely to be seen amongst the heaps of other emails they get daily.
3 top tips for writing about science that isn’t your own
- Before you talk to the experts, make sure you read the papers they have published
- Read about and stay up to date with news in your area of expertise
- Share that human story as science becomes so much more accessible when there is a human involved – whether it is their struggle, their success or even their sense of humour, try and find a way to incorporate that
What is the benefit of doing a science communication internship?
Erin did a science communication internship at The Economist in London, but this was just one of five internships she had done.
“They were hugely important for me realising what I wanted my path to be and I’m super glad I had those experiences because it gave me the opportunity to know what working in those industries would be like”.
Erin is a huge advocate for science communication internships and shares a list of paid opportunities from across the world in a post (link at the top of the page), and has updated it yearly since publishing. We need to make science communication internships more accessible so we can support more people with the transition into the field.
Why use fashion for science communication?
For Erin, it started of as a way to be creative. She had always loved sewing and making things. She would usually just make things for herself to wear, but recently one item – the Mars Perseverance parachute skirt – kinda went viral.
She converted the secret hidden message on the parachute into a circle skirt. It is available to purchase now with a portion of proceeds going to charity.
This works well for science communication as it is an instant conversation starter. Erin also talks about how she used fashion and style related hashtags on her social media posts too in the hope that others not in the science world will find it and learn something new. After all, isn’t that one of the goals of science communication?
How can Tik Tok be used for science communication?
The latest social media platform that is growing is a great way to experiment with different content. Use it to have fun and flex those creative muscles. Take advantage of trends but don’t be disheartened if your videos don’t seem to take off. It is also a great place to try out things for Instagram Reels.
Erin believes that Tik Tok is not just for individuals but for companies and brands – but you can’t use it in the typical corporate way. The Washington Post is a great example. Dave Jorgensen aka The Washington Post Guy is the face of the platform and shares their news in fun ways to reach new audiences.
Much like the fashion scicomm Erin has done, her Tik Tok videos can help share some knowledge with those who aren’t immediately interested in science. She shared a video about the area code for the International Space Station. It happens to be the same as Houston, Texas, but users from Houston were discovering this video and learning a little bit of science because of that.
Top tips for those wanting to experiment with Tik Tok for scicomm
- Go and consume a lot of content on the platform – which isn’t hard. Consume things within the science sphere, but also outside it
- Don’t be afraid to use the Live function – especially if people are responding to your video
- Sharing the same topics of content is beneficial so people know what to expect from you, but maybe don’t get stuck doing the same thing over and over
- Invite your followers from other platforms over for an initial boost of engagement and support
Bonus content tip!
Don’t forget to question why you liked or engaged with a piece of content. Ask yourself why you watched that video until the end. It will help you with your content creation!
Just for fun…
I always end my interviews with the same question. Something completely unrelated to science or scicomm but another of my passions – travel. And the question is – where should I travel to on my next adventure.
Erin recommends… a road trip through Utah to visit all the National Parks
I really hope you enjoyed the first interview on the podcast. Let me know any thoughts and feedback you have. I highly recommend going and following Erin on all platforms because she is a huge inspiration, and if you have any questions about what I shared from our discussions here, let me know in the comments or get in touch on social.
If you want more tips and tools for your science communication skills, then make sure to subscribe to the SciComm Toolkit podcast!