It is time for change in the way we communicate about science.
Science communication, by definition (according to Google) “generally refers to public communication presenting science-related topics to non-experts”. The words in that definition that are most important to me are “public communication” and “non-expert”. I think it’s fair to say that most scientists are familiar with the feeling of terror you get when a non-scientist wants to know exactly what it is you DO. That working definition of science communication also leaves a lot to be desired, because it makes public communication seem deceptively simple.
The sheer amount of information available to the everyday user (over three BILLION people are online), plus the ever shrinking toolbox of critical thinking skills, means that we find ourselves fighting just to be heard over all of the white noise that essentially fills the Internet. It is not enough, anymore, to simply communicate, communication must be effective and intentional. Communicating science in the 21st century has greater relevance than ever before. We find ourselves at a tipping point in history – our resource depletion crisis is forcing a paradigm shift, but our information abundance is keeping that shift from being effective. The onus of effective communication is not on the end of the receiver, but on the end of the giver. It is up to us to cut through the input stream in order to reach our audience.
Science communication is no longer a privilege, but an obligation, and science communication is becoming a commitment of institutions, and a requirement of funding bodies. It is therefore of utmost importance to develop a better understanding of human behavior in order to communicate effectively and intentionally, because behavior and perception shape the world. We also know, that media shapes perception, so the analysis of media delivery through social networks and online platforms can lead to better communication. Scientists must participate in media in order to play a part in shaping human behaviors.
Science communication does not, and should not, occur in a vacuum – it requires collaboration. To avoid floundering in this vast sea of information, here are some tips for a better approach to science communication:
Lastly, it is not enough to only communicate your science, your communication must also have an impact. What is impact? Impact is having a strong effect or an influence on something or someone. DO we want to change behaviour? DO we want to influence policy? DO we want to shape and increase engagement? I think the answer is YES.
Better science communication in the modern world requires all kinds of tools and skills – but your methodical and analytical training will only help you with this. For some of you, there will be a steep learning curve, but then there will be rewards. We are not just scientists – we are transformers of society, champions of diversity, levellers of playing fields, tellers of the TRUTH. If we, as individuals and institutions, are truly committed to a vision of a more equal and just society, then we have a duty to further that through our science. One of the many beautiful things about science, for me, is that science teaches us we are not so different from each other after all. As a first step towards achieving this, science institutions, universities, and organisations need to provide training opportunities and enable science communication to become engrained within institutional frameworks and therefore part of the mind-set of scientists from the outset. Furthermore, communicating science should also be recognised as an achievement with impact.
In summary, I leave you with what I call the R.A.P.I.D plan for more effective, intentional, targeted, and improved science communication. Review your reasons for engaging online, Assess your tools and audience, Plan your engagement, Implement your plan, and Direct that communication intentionally and effectively.
Get out there and get your science on! #scienceiseverywhere
- Rita Adele Steyn
The sheer amount of information available to the everyday user (over three BILLION people are online), plus the ever shrinking toolbox of critical thinking skills, means that we find ourselves fighting just to be heard over all of the white noise that essentially fills the Internet. It is not enough, anymore, to simply communicate, communication must be effective and intentional. Communicating science in the 21st century has greater relevance than ever before. We find ourselves at a tipping point in history – our resource depletion crisis is forcing a paradigm shift, but our information abundance is keeping that shift from being effective. The onus of effective communication is not on the end of the receiver, but on the end of the giver. It is up to us to cut through the input stream in order to reach our audience.
Science communication is no longer a privilege, but an obligation, and science communication is becoming a commitment of institutions, and a requirement of funding bodies. It is therefore of utmost importance to develop a better understanding of human behavior in order to communicate effectively and intentionally, because behavior and perception shape the world. We also know, that media shapes perception, so the analysis of media delivery through social networks and online platforms can lead to better communication. Scientists must participate in media in order to play a part in shaping human behaviors.
Science communication does not, and should not, occur in a vacuum – it requires collaboration. To avoid floundering in this vast sea of information, here are some tips for a better approach to science communication:
- Begin by asking yourself what is your purpose – why are you doing this? What is your goal?
- Identify your audience. Who are you talking to? See those people in your mind.
- Why is this important? Relate to the daily lives of others.
- Become a good story teller. Stories capture, resonate. Tell simple, yet true, stories.
- Keep it simple, but not dumbed down. No one will ever complain that you have made something too easy to understand.
- Where there is any opportunity to connect, take advantage. Be interesting, or be useful, but be short. Practise your ‘elevator speech’ – can you summarise your research in two mins?
- If you can, go for the element of surprise. Show people something they haven’t seen before.
- Engage in cheap, but effective, guerrilla marketing – target important people to penetrate the mass consciousness.
Lastly, it is not enough to only communicate your science, your communication must also have an impact. What is impact? Impact is having a strong effect or an influence on something or someone. DO we want to change behaviour? DO we want to influence policy? DO we want to shape and increase engagement? I think the answer is YES.
Better science communication in the modern world requires all kinds of tools and skills – but your methodical and analytical training will only help you with this. For some of you, there will be a steep learning curve, but then there will be rewards. We are not just scientists – we are transformers of society, champions of diversity, levellers of playing fields, tellers of the TRUTH. If we, as individuals and institutions, are truly committed to a vision of a more equal and just society, then we have a duty to further that through our science. One of the many beautiful things about science, for me, is that science teaches us we are not so different from each other after all. As a first step towards achieving this, science institutions, universities, and organisations need to provide training opportunities and enable science communication to become engrained within institutional frameworks and therefore part of the mind-set of scientists from the outset. Furthermore, communicating science should also be recognised as an achievement with impact.
In summary, I leave you with what I call the R.A.P.I.D plan for more effective, intentional, targeted, and improved science communication. Review your reasons for engaging online, Assess your tools and audience, Plan your engagement, Implement your plan, and Direct that communication intentionally and effectively.
Get out there and get your science on! #scienceiseverywhere
- Rita Adele Steyn
I try to to take note of helpful websites/links/tips/tutorials/articles/blogs about science communication. You can access a PDF version here, and send me any suggestions for more to add.
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