In science communication, you take technically complex topics and craft them into accessible, compelling content for specific audiences. This audience could be your scientific peers, the media, potential investors, the government, other decision-makers, or the general public.
Here are some strategies to strengthen your science communication and help ensure your message is received.
To communicate effectively as a scientist, you need strong industry expertise and simple language without too much scientific and technical jargon to bridge the gap between you and other diverse groups. You must develop the skills necessary to explain relevant findings and reasons why people
should care.
The different types of scientific communication
In the past, the preferred channels for science communication included journals, books, and conferences, and traditional forms of mass media. But more and more, science communication has moved into documentaries, podcasts, webinars, and presentations. We’re also at a time when there’s a
lot of misinformation and a decrease in trust in the scientific community.
It is important more than ever to identify engaging ways to reinforce the validity of scientific research, particularly through presentations, speaking at public events, and media interviews.
Here are a few strategies for good practices in science communication:
1. Pinpoint the goal of your communication:
a. Is it to raise awareness on a particular topic?
b. Is it to debrief the subject and make it more relatable?
c. Is it to build trust and influence policy?
d. Is it to create positive dialogue?
2. Tailor your message for your audience
Your degree of simplification depends on your target audience, and you need to know your subject well to be able to simplify.
3. Lead with the most critical information
The findings of the research are usually present at the end of research papers, but when communicating with the public, journalists, or potential funders, the best practice is to reveal the benefits or takeaways. One way to do this is to start with the big picture and use a 3-point structure to build your messaging around how it impacts your audience. These could be 3 conclusions or findings.
4. Avoid using jargon
Jargon refers to scientific terminology, including abbreviations, acronyms, or technical terms that are not known to your audience. Avoid using jargon, otherwise it can dilute the impact of your messaging. But how do you recognise that it is jargon, in the first place? One way to understand it is whether it will serve as a barrier to regular communication or as a bridge. Check if there are alternatives that could be more widely understood. Another way to increase the relatability of your science communication is to bring in anecdotes and analogies.
5. Include data-based visuals
Your storytelling is much stronger when you use visuals. You can use different media forms toexplain research data – like photos, illustrations, infographics, charts, and graphs.
Why is Science Communication Important?
Science communication is important because when done correctly, it can build trust, educate, inspire people to do good. So, the ultimate goal of science communication is to share recent findings and generate excitement for science. It helps to
1. Develop an appreciation for your subject
2. Influence policy and opinion
3. Ensure diversity of perspectives when pursuing scientific solutions
When research findings are communicated correctly, it helps support informed decision-making and solve societal problems. It makes you a thought leader, puts you at the centre of critical dialogue when you facilitate this!
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