As a web designer for STEM leaders, I consider myself as science communication adjacent. I interact with many science communicators and writers, such as Sheeva Azma of Fancy Comma, LLC.
Some time ago, I read her first book, How to Get Started Freelance Science Writing. Although I am not a science writer, I enjoyed learning from her. When she announced that she published a new book and was hosting a giveaway, I immediately entered. A few days later, she told me that I was one of the winners! She sent me a free copy to read. As soon as I got it, I was hooked and finished it within a day.
In this post, I’ll share my book review on Amplifying Science Communication with Public Relations by Sheeva Azma.
Book Overview
Azma’s new book informs scientists about public relations (PR) and guides them through implementing PR basics in their scientific work. It gives an overview of many types of PR, including podcast, media, and social and digital media etiquette and best practices, and Azma’s own experiences with each.
This book is not a step-by-step guide to every aspect of PR in scicomm, but it gives you a good starting point. It’s a great introduction to anyone who is interested in science communication and writing. With only 79 pages, it is a quick and easy read. Azma’s writing exemplifies her brand values for her business: informative, authoritative, and approachable.
What I Enjoyed
In the introduction, Azma emphasizes the importance of science communication and PR. Many scientists want to do or are engaged in science communication, but they don’t have proper communications training. This can lead to ineffective and inaccurate science communication, as seen with COVID-19 messaging.
Azma bluntly points out a common problem with scientists: they think that self-promotion is overly showy, so they don’t care to learn how to do it. However, whether they like it or not, they are already doing it unintentionally.
Scientists may benefit from shifting their mindset from “the facts speak for themselves” to becoming comfortable with promoting their work and communicating it to a wider audience.
When done intentionally or strategically, public relations can amplify your reach as a scientist. You can increase engagement with your work and gain new collaborations and partnerships.
Some parts are stronger than others. For example, Ch. 6: Podcasts for PR goes in-depth into how to become a guest on a podcast, how to prepare for a podcast interview, and how to follow up.
In contrast, “Create a Website” is 2 short paragraphs under “Public Relations in a Nutshell.” Azma makes the case for websites succinctly: “Your website should, at a quick glance, explain what is unique about the work you do and how it can help people.” However, there is not much guidance on how to do that. I wish that there could have been more information here, but obviously I am biased as a website designer.
In addition, the book contained helpful links and references, but it’s difficult to access with a printed copy. One solution could be to provide a standalone webpage that contains all the resources and links in the book.
The biggest strength of this book is how Azma positions her advice. She acknowledges that her audience most likely doesn’t have a budget for PR yet, so her tips are simple to implement and low-cost. With her tips, you could get 80% of results by only doing 20% of the work – and we love efficiency!
I appreciated how she addresses the common obstacles that her audience faces, such as anxiety with social media. Instead of telling you what to do, she sprinkles in her experiences and incorporates her tips on what works for her.
Overall Review
Overall I give this book ⭐⭐⭐⭐⭐ out of 5! Even if you are not interested in science communication as a field, it will be worthwhile to learn and implement best PR practices to promote your work and amplify your own scientific career. You can get your own copy here!