The Burness Effect - Training

Mission Statements—Eight Words or Less or Forget It

What does your audience want to hear? That’s the first question we ask before we work with trainees on messaging, and with good reason: targeting your statements and messages to your audience is imperative.

Believe in Science? Look No Farther Than Your iPhone

We recently worked with The Tyler Prize for Environmental Achievement celebrating their 40th Anniversary with a panel discussion on the future of the environment. The panel discussion, moderated by MSNBC’s Rachel Maddow, sparked a fascinating discussion that ranged from the lessons learned in dealing with Quaaludes (yes, you read that correctly) to climate change, energy, agriculture, biodiversity and the public’s acceptance of science.

Building Capacity…In Developing Stories That Grab Reporters

We all know that building capacity in the developing world—whether by providing technical training to laboratory staff or equipping a clinical trial site with a reliable power source or setting up financial management systems—is a worthy endeavor. But is it newsworthy? Especially when you don’t give concrete examples of how you’re helping people help themselves? The answer, all too often, is “no.”

Francis Collins, How Do I Love Thee? Let Me Count the Ways.

I’d like to take a moment to pay homage to an expert communicator whose clear explanation and skilled delivery makes my heart skip a beat every time I see him interviewed. I am talking about Dr. Francis Collins, Director of the National Institutes of Health. Take note – if you do half as well as Dr. Collins on staying on message, you’ll likely nail your interview.

Sound Smart…Mean Nothing

Two words that most people would not think to find on a “no jargon” list: capacity and community. ThThink about it. What capacity are we building? Capacity to do what? And by the way, who makes up the community? What people are we talking about? These vague and bland words leave you with more questions than answers.

Local Meteorologist Delivers More Than a 10 Day Forecast: Educating on Climate Change

Politicians aren’t trusted as a source for information on climate change, reported NPR on Tuesday. Also – unsurprisingly – scientists are the number one trusted source for climate change research. What caught my ear during this Morning Edition story, however, was the second most trusted source: local TV weathercasters.

Emotions Dominate the State of the Union

What’s the difference between and good speech and one you’ll never forget? Emotion.

Reflecting on the Importance of Impact

I feel more thankful this holiday season than in years past. This realization came to me last week during a media and advocacy training with Baltimore community leaders who are fighting for the rights, health and safety of children, mothers, and families in East Baltimore. I’m thankful, because these advocates are having impact, and they have told us that our work with them has been part of what led them to success.

What Can Scientists Learn from Tonight’s Presidential Debate

2012's Presidential debate was packed with perfect examples of messages about real people, and use of storytelling to get a point across. It was also a great display of a tool we call “bridging”—what experts in this NPR piece call “the pivot.”

Reading Between the Ad-Libs

Former President Bill Clinton—however you feel about his policies or politics—is one of those speakers who can command an audience. Throughout his speech at the Democratic National Convention, journalists on Twitter noted that he was “off-prompter”—that is, he was ad-libbing or riffing off of his prepared remarks. Some of his most effective and memorable lines were not in his prepared remarks.