Coppe Explica: Communicating science is a strategic skill

Communicating science clearly to different audiences is an increasingly essential skill. Knowing how to present research, highlight its relevance, and establish connections with different sectors broadens the reach of the knowledge produced at the university and helps strengthen science as a catalyst for transformation and development.

It was with this goal in mind that Coppe/UFRJ held, this Tuesday (August 25),the workshop “Comunicar Ciência é o Desafio” (Communicating Science is the Challenge), organized by the Communications Office (Asscom) as part of the preparation for the Coppe Explica competition.

This is the second edition of the workshop, open to contestants and anyone interested in developing skills to communicate research clearly, construct narratives, and engage with non-specialist audiences.

According to Marlene Oliveira, coordinator of Coppe’s Asscom, Coppe Explica was structured around two pillars: the development of students’ skills, such as public speaking and presentation, and the promotion of science and engineering. In her view, knowing how to present research and demonstrate its impact are important skills for researchers’ education and professional careers. At the same time, communicating the knowledge produced at the university helps broaden understanding of the role of science and its contribution to society.

Why what we do matters

To bring the market’s perspective on university-driven innovations into the workshop, Isabel Brandão, an expert in innovation and entrepreneurship, guided students to identify a core message that the public could understand and remember.

“Don’t focus on the methodology or the specifics of your research. People connect more with reasons and impacts. ‘Why does this research matter?’ is a more relevant question than ‘How was it done?’”

Understanding the audience, avoiding technical language, using examples and analogies, building a narrative, and capturing attention right from the start were some of the strategies presented.

From text to video

The workshop also addressed video production, a format that is increasingly common in scientific communication. Carol Ornelles, an audiovisual producer at Asscom, provided guidance on planning, scripting, framing, lighting, sound, pacing, and editing.

The goal is for participants to develop not only the technical skills needed to produce a three-minute video, but also confidence to present their research clearly, naturally, and with purpose.

The workshop is part of the activities of Coppe Explica, a competition that invites students and researchers to present their research in a clear and engaging manner. Registration is open until August 30, and the final round–featuring pitches from the three finalists in each category–will take place on September 22.

This year, the initiative also features the Special Ocean and Energy Transition Award (sign up), organized by Coppe in partnership with Marsalgado, which expands the challenge to include two strategic themes for sustainable development: ocean and energy transition. Participants may compete simultaneously in both Coppe Explica and the special award.

10 tips for communicating science more clearly

The recommendations presented in the workshop can be summarized in ten steps:

1. Know your audience
   Adapt your language, tone, and examples to your listeners.
2. Avoid technical language
    Use simple words, clear explanations, and analogies.
3. Start with “why”
   Show right from the start why your research matters.
4. Tell a story
   Present the challenge, the discovery, and the impact of the research.
5. Capture attention
   Start with a question, a fact, a situation, or something that sparks curiosity.
6. Show the impact
   Explain how your research can make a difference in the real world.
7. Plan before recording
   Choose the location, time, lighting, and framing carefully.
8. Write a script
   It helps you organize your ideas, manage your time, and feel more confident.
9. Mind your on-camera presence
   A relaxed posture, looking at the camera, and natural gestures help create a connection.
10. Practice
    Rehearsing helps you gain clarity, naturalness, and confidence.

Registration for Coppe Explica and the Special Award for the Ocean and Energy Transition is open through August 30. You can apply for both awards, but you must fill out separate forms for each one. Sign up for Coppe Explica and check out the information about the Special Award.

Watch the full workshop on YouTube.