{"id":7273,"date":"2014-06-03T12:15:12","date_gmt":"2014-06-03T16:15:12","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=7273"},"modified":"2017-11-05T23:05:15","modified_gmt":"2017-11-06T03:05:15","slug":"master-of-metaphor-writing","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2014\/06\/master-of-metaphor-writing\/","title":{"rendered":"Master of metaphor writing"},"content":{"rendered":"<h2>PNNL science writer shows how to communicate complex concepts<\/h2>\n<p>When Pacific Northwest National Laboratory science writer Tom Rickey wrote a release about the lab&#8217;s work &#8220;<a href=\"http:\/\/www.pnnl.gov\/news\/release.aspx?id=1046\" target=\"_blank\">Making dams safer for fish around the world<\/a>,&#8221; he didn&#8217;t get lost in the scientific gobbledygook. Instead, he wrote:<\/p>\n<figure id=\"attachment_10287\" aria-describedby=\"caption-attachment-10287\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2014\/06\/master-of-metaphor-fish-tale.jpg\" title=\"Master of metaphor writing - fish tale\" alt=\"Master of metaphor writing - fish tale\" width=\"600\" height=\"450\" class=\"size-full wp-image-10287 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/450;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2014\/06\/master-of-metaphor-fish-tale.jpg\" title=\"Master of metaphor writing - fish tale\" alt=\"Master of metaphor writing - fish tale\" width=\"600\" height=\"450\" class=\"size-full wp-image-10287\" \/><\/noscript><figcaption id=\"caption-attachment-10287\" class=\"wp-caption-text\"><strong>Fish tale<\/strong> When these Chinook salmon pass through the turbulent waters near a dam, the resulting pressure change can feel like riding an elevator to the top of Mount Everest \u2014 in the blink of an eye. Or so writes PNNL science writer Tom Rickey. Photo courtesy of Pacific Northwest National Laboratory<\/figcaption><\/figure>\n<div class=\"excerptbox dropshadow\">\n<p style=\"text-align:left;\">&#8220;Think of the pressure change you feel when an elevator zips you up multiple floors in a tall building. Imagine how you&#8217;d feel if that elevator carried you all the way up to the top of Mount Everest \u2014 in the blink of an eye.<\/p>\n<p style=\"text-align:left;\">&#8220;That&#8217;s similar to what many fish experience when they travel through the turbulent waters near a dam. For some, the change in pressure is simply too big, too fast, and they die or are seriously injured.<\/p>\n<p style=\"text-align:left;\">\u2026<\/p>\n<p style=\"text-align:left;\">&#8220;Those sudden changes can have a catastrophic effect on fish, most of which are equipped with an organ known as a swim bladder \u2014 like a balloon \u2014 to maintain buoyancy <\/p>\n<\/div>\n<p>We say &#8220;I see&#8221; to mean &#8220;I understand.&#8221; When the writer sees how complex processes work and shows us what he sees, the reader can see and understand too.<\/p>\n<p>And that&#8217;s what makes Rickey, PNNL&#8217;s senior advisor for News and Media Relations, a master of metaphor.<\/p>\n<h3>4 ways to write like Rickey<\/h3>\n<p>Tom Rickey started his career as a high school teacher and soccer coach. And \u2014 were it not for an incident involving breaking the principal&#8217;s car on the way to a soccer match, losing the match 12-0 then losing the principal&#8217;s gas credit card on the trip home \u2014 he might be still be a high school teacher and soccer coach today.<br \/>\n<figure id=\"attachment_10288\" aria-describedby=\"caption-attachment-10288\" style=\"width: 200px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2014\/06\/tom-rickey-master-of-metaphor.jpg\" alt=\"Tom Rickey - master of metaphor\"  title=\"Tom Rickey - master of metaphor\" width=\"200\" height=\"200\" class=\"size-full wp-image-10288 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/200;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2014\/06\/tom-rickey-master-of-metaphor.jpg\" alt=\"Tom Rickey - master of metaphor\"  title=\"Tom Rickey - master of metaphor\" width=\"200\" height=\"200\" class=\"size-full wp-image-10288\" \/><\/noscript><figcaption id=\"caption-attachment-10288\" class=\"wp-caption-text\"><strong>When I grow up, I\u2019m going to write like this guy.<\/strong> Tom Rickey brings to life stories of PNNL scientists who are solving the mysteries of the universe.<\/figcaption><\/figure>Instead, Rickey has been covering science for more than 25 years, at the University of Rochester, the University of Rochester Medical Center and PNNL.<\/p>\n<p>Want to become a master of metaphor yourself? Take Tom&#8217;s tips for clarifying complex concepts using metaphor writing:\t<\/p>\n<p><strong>1. Picture each step.<\/strong> Visually understand the process you are trying to describe.<\/p>\n<p>&#8220;The microbe sticks to the plant,&#8221; your subject matter expert says.  <\/p>\n<p><em>How?<\/em> You ask. <em>Like Velcro? Or does it skewer the plant \u2014 like, stick a sword in and then the sword gets stuck, like Excalibur? Or does it just become a big sticky blob, like chewing gum?<\/em><\/p>\n<p>You need to know. <\/p>\n<p>For one PNNL release, &#8220;<a href=\"http:\/\/www.pnnl.gov\/news\/release.aspx?id=1052\" target=\"_blank\">How a plant beckons the bacteria that will do it harm<\/a>,&#8221; Rickey wrote:<\/p>\n<div class=\"excerptbox dropshadow\">\n<p style=\"text-align:left;\">&#8220;A common plant puts out a welcome mat to bacteria seeking to invade, and scientists have discovered the mat&#8217;s molecular mix.<\/p>\n<p style=\"text-align:left;\">\u2026<\/p>\n<p style=\"text-align:left;\">&#8220;\u2026 [T]he humble and oft-studied plant Arabidopsis puts out a molecular signal that invites an attack from a pathogen. It&#8217;s as if a hostile army were unknowingly passing by a castle, and the sentry stood up and yelled, &#8220;Over here!&#8221; \u2014 focusing the attackers on a target they would have otherwise simply passed by.<\/p>\n<p style=\"text-align:left;\">&#8220;&#8216;This signaling system triggers a structure in bacteria that actually looks a lot like a syringe, which is used to inject virulence proteins into its target,&#8217;  \u2026 said Thomas Metz, an author of the paper and a chemist at the Department of Energy&#8217;s Pacific Northwest National Laboratory.&#8221;<\/p>\n<\/div>\n<p><strong>2. Ask. Ask again. Keep asking.<\/strong> Ask the source \u2014 again and again, if necessary \u2014 to describe the process. <\/p>\n<p>When PNNL engineers invented a chemical reactor that produces crude oil from algae, Rickey knew that timing was everything. So he asked the subject matter expert \u2014 again and again \u2014 how long the process took. By the third interview, Rickey still wasn&#8217;t getting the answer he was looking for.<\/p>\n<p>&#8220;At one point he gave me maybe a 500-word answer, very complex, and I just kept pushing,&#8221; says the senior advisor for News and Media Relations for Pacific Northwest National Laboratory. Rickey finally asked, &#8220;Well, from the time you put algae in the front end, how long before you get oil out the back end?&#8221; <\/p>\n<p>The scientist &#8220;did all sorts of mathematical tricks and then said, &#8216;about 45 minutes.&#8217; And there I knew I had it.&#8221;<\/p>\n<p>For the resulting release, he wrote the headline &#8220;<a href=\"http:\/\/www.pnnl.gov\/news\/release.aspx?id=1029\" target=\"_blank\">Algae to crude oil: Million-year natural process takes minutes in the lab.<\/a>&#8221; Here&#8217;s the lead:<\/p>\n<div class=\"excerptbox dropshadow\">\n<p style=\"text-align:left;\">&#8220;Engineers have created a continuous chemical process that produces useful crude oil minutes after they pour in harvested algae \u2014 a verdant green paste with the consistency of pea soup.<\/p>\n<p style=\"text-align:left;\">\u2026<\/p>\n<p style=\"text-align:left;\">&#8220;In the PNNL process, a slurry of wet algae is pumped into the front end of a chemical reactor. Once the system is up and running, out comes crude oil in less than an hour, along with water and a byproduct stream of material containing phosphorus that can be recycled to grow more algae.&#8221;<\/p>\n<\/div>\n<p>The release went viral. It generated 250,000 hits on the PNNL website, another 250,000 hits on the video, and coverage around the world.<\/p>\n<p><strong>3. Do the math.<\/strong> Analogies help readers see size and scale. So how small is small? How huge is huge?<\/p>\n<figure id=\"attachment_10289\" aria-describedby=\"caption-attachment-10289\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2014\/06\/do-the-math-analogies-help-see-scale-size.jpg\" title=\"Do the math - analogies help see scale and size\" alt=\"Do the math - analogies help see scale size\" width=\"500\" height=\"401\" class=\"size-full wp-image-10289 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/401;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2014\/06\/do-the-math-analogies-help-see-scale-size.jpg\" title=\"Do the math - analogies help see scale and size\" alt=\"Do the math - analogies help see scale size\" width=\"500\" height=\"401\" class=\"size-full wp-image-10289\" \/><\/noscript><figcaption id=\"caption-attachment-10289\" class=\"wp-caption-text\"><strong>An analogy that traveled the globe<\/strong> Pacific Northwest National Laboratory scientists created a microbattery \u201cjust slightly larger than a long grain of rice,\u201d writes PNNL science writer Tom Rickey. Photo courtesy of PNNL<\/figcaption><\/figure>\n<p>For &#8220;<a href=\"http:\/\/www.pnnl.gov\/news\/release.aspx?id=1040\" target=\"_blank\">A battery small enough to be injected, energetic enough to track salmon<\/a>,&#8221; Rickey wanted to show how small the battery was. He toyed with &#8220;pencil eraser,&#8221; &#8220;fingernail&#8221; and a few other analogies. <\/p>\n<p>&#8220;But really,&#8221; he says, &#8220;I got hold of this thing, and it looked like a grain of rice.&#8221; <\/p>\n<p>Here&#8217;s the lead:<\/p>\n<div class=\"excerptbox dropshadow\">\n<p style=\"text-align:left;\">&#8220;Scientists have created a microbattery that packs twice the energy compared to current microbatteries used to monitor the movements of salmon through rivers in the Pacific Northwest and around the world.<\/p>\n<p style=\"text-align:left;\">&#8220;The battery, a cylinder just slightly larger than a long grain of rice, is certainly not the world\u2019s smallest battery, as engineers have created batteries far tinier than the width of a human hair. But those smaller batteries don\u2019t hold enough energy to power acoustic fish tags. The new battery is small enough to be injected into an organism and holds much more energy than similar-sized batteries.&#8221;<\/p>\n<\/div>\n<p>The result: That analogy &#8220;took off around the world,&#8221; Rickey says.<\/p>\n<p><strong>4. Make a metaphor.<\/strong> Next, compare your complex topic to something real, tangible and present in everyday life. <\/p>\n<p>Your experts likely have metaphors that they use often. But give yourself the authority to improve upon them. Chances are, you&#8217;ll be able to take the analogy much further than your expert ever could.<\/p>\n<p>For the release &#8220;<a href=\"http:\/\/www.urmc.rochester.edu\/news\/story\/index.cfm?id=3584\" target=\"_blank\">Scientists Discover Previously Unknown Cleansing System in Brain<\/a>,&#8221; Rickey crafted this analogy: <\/p>\n<div class=\"excerptbox dropshadow\">\n<p style=\"text-align:left;\">&#8220;The team found that glial cells called astrocytes use projections known as &#8216;end feet&#8217; to form a network of conduits around the outsides of arteries and veins inside the brain \u2014 similar to the way a canopy of tree branches along a well-wooded street might create a sort of channel above the roadway.&#8221;<\/p>\n<\/div>\n<h3>Master your metaphors.<\/h3>\n<p>Follow these steps for metaphor writing, and you too will soon be a master of metaphor.<\/p>\n<div id='MC-AOS-MP' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-40\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our content-writing training workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. 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And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>PNNL science writer shows how to communicate complex concepts<\/p>\n","protected":false},"author":6,"featured_media":11294,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[48],"tags":[223,47,89],"class_list":{"0":"post-7273","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-metaphor","8":"tag-creative-writing","9":"tag-metaphor","10":"tag-pr-writing","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Master of metaphor writing - Wylie Communications<\/title>\n<meta name=\"description\" content=\"Learn metaphor writing with these tips to become the Master of Metaphor. 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