You are working on this exciting research project and would like to share your findings. But where should you start?
Communicating science isn’t easy. Explaining scientific concepts can be tough, and figuring out how to keep your audience interested makes it even harder. But don’t be discouraged. There are some key questions you can ask yourself to make your message more effective.
What is science communication?
Science communication is a specialized branch of communication. It aims to educate, inform, and engage the audience with scientific knowledge.
Turning scientific information into clear and engaging stories requires knowledge of the topic. But also knowledge about the principles of communication that empower decision making: clarity, timeliness, coherence, urgency, conciseness, correctness, courteousness, and completeness.
Why does science communication matter?
Thanks to science we did a lot of progress in understanding the world. This led to the development of technologies that help us improve quality of life.
Without science communication all that knowledge would be stuck in the lab. In other words, science communication bridges the gap between scientists and everyone else.
It plays a central role in solving complex environmental and societal problems. It helps shape public policy and promotes scientific literacy, sparking curiosity and wonder about the natural world. Communication among scientists is also important. It can lead to new collaborations and partnerships, which further advance science.
So, is it just a question of popularizing scientific concepts?
Science communication requires more than simply translating jargon into plain language.
When we think about science communication, we often picture magazines like National Geographic or TV shows like BBC’s nature documentaries. But speeches at scientific conferences, and government-issued guidelines on science-related topics are also forms of science communication.
As I heard someone say once, it comes in many shades of grey. The goal of the communication and the audience targeted define the percentage of saturation to use.
No wonder science communication offers so many career paths. From science journalism and public information officers to science educators and social media managers in scientific organizations, the options are diverse. There is even research in science communication. These researchers study how science is communicated and perceived, aiming to find ways to improve it.
Regardless of their profession, all science communicators consider these key questions when crafting effective communication pieces.
Consider these questions to craft effective science communication
Whom are you speaking to?
People can understand and perceive scientific information very differently. When considering your audience, it is important to think about their level of familiarity with the topic, their interests, their beliefs, and any potential barriers to understanding.
Why are you sharing your message?
The reasons to communicate science are many, from sharing findings to help people make informed decisions. For example, you may want to inform the public about climate change to promote sustainable practices. But you may also want to influence policy changes for environmental protection. Whatever it is, your goal frames your message.
What is the message that you want to disseminate?
Like any piece of communication, it is important to define what you want your audience to keep in mind. Define up to three takeaway messages to avoid getting lost in detail and losing your audience.
How are you sharing your message?
Being clear and concise is key in science communication. You want people to understand your message without any barriers due to the vocabulary used or ambiguous meaning. But pay attention to oversimplification. That is, making scientific information too simple, to the point where it may lose its accuracy or important nuances. This can cause misunderstandings; especially as different audiences may have different levels of familiarity with the topic. What is jargon for a particular audience may be current use to another.
How are you engaging your audience?
To get your audience’s attention and maintain their interest, you need to ensure your message resonates. Depending on who you’re talking and your goals, you can use various methods like storytelling, visuals, anecdotes, humour, or appealing to their emotions. You want your audience to feel connected and learn something that matters to them.
Where and when are you sharing your message?
Nowadays, science communication uses various media. For example, written text, posters, oral presentations, infographics, the press, social media, videos, and interactive experiences. Your choice of medium depends on your audience’s preferences, the complexity of the message, and your goals.
Define when, how often, and for how long your message should be shared. Think about creating an editorial calendar and assess the relevance of your message in the context of current news trends and events.
Conclusion
Effective science communication is not merely about popularizing scientific concepts. It’s about crafting messages that resonate with a specific audience while maintaining accuracy and integrity.
In a world where scientific literacy is essential for informed decision-making and societal progress, mastering the art of science communication is more important than ever.
At IMPAKT Scientifik, we understand the nuances of effective science communication. Our team of experts is dedicated to helping you spreading your scientific message with clarity, precision, and impact.
Don’t let valuable scientific knowledge remain confined to the lab. Visit our website to learn more about how we can assist you in communicating science effectively.
We hope you liked this article! Do not hesitate to share your feedback at contact@impaktsci.co
Writing: Sara Pedro
Illustration: Emilie L. Dubois
