TY  - BOOK
AU  - Van den Brul,Caroline
AU  - Rothwell,Nancy
TI  - Crackle and fizz: essential communication and pitching skills for scientists 
SN  - 9781783262847
PY  - 2014///]
CY  - London
PB  - Imperial College Press
KW  - Communication in science
KW  - Science
KW  - Vocational guidance
N1  - Includes bibliographical references (pages 187-193) and index; Your audience: the person or people whose full engagement you need -- Change and affect: gives communication its meaning and impact -- Lure: an enticement, usually with a bait, offering the promise of a reward -- World: the contextual space in which your narrative will unfold -- Character: You! - the Audience's guide, in search of a prize -- Big hook: a puzzle which drives the narrative -- Plot: the perilous journey to solve the puzzle and reach the prize -- Structure: making the whole more than the sum of its parts -- Make your pitch CRACKLE: how to persuade, to win support
N2  - This book is 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 contents easier to communicate and fulfilling for audiences. --
ER  -