Caroline van den Brul

Crackle and Fizz

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This is a book for scientists and other experts who need to explain the significance and potential of their work to colleagues, committees, funding bodies or the general public. It details how to harness story-telling principles to make complex or technical content easier to communicate and fulfilling for audiences.
Eight narrative ingredients, Audience, Change and Affect, Lure, World, Character, Big Hook, Plot and Structure, are illustrated with examples and exercises to demonstrate how to build a presentation, how to pitch for funds or resources, how to make a persuasive argument, or simply how to explain ideas so they CRACKLE and FIZZ for the Audience.
Contents:Your Audience: The Person or People Whose Full Engagement You NeedChange and Affect: Gives Communication Its Meaning and ImpactLure: An Enticement, Usually with a Bait, Offering the Promise of a RewardWorld: The Contextual Space in Which Your Narrative will UnfoldCharacter: You! — The Audience's Guide, in Search of a PrizeBig Hook: A Puzzle Which Drives the NarrativePlot: The Perilous Journey to Solve the Puzzle and Reach the PrizeStructure: Making the Whole More Than the Sum of Its PartsMake Your Pitch CRACKLE: How to Persuade, to Win SupportReadership: Research scientists across all fields of science, from engineers to historians of science.
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238 printed pages
Original publication
2013

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