5 QUICK TIPS TO TRANSFORM YOUR SCIENCE COMMUNICATION

There’s a booming appetite for science communication around the globe but, in this world of information overload, the challenge is engaging with the right people, at the right time, and in the right way. If you want your science communication to make an impact, maybe these quick tips will help.

1. Are you clear on what you want to achieve? Set objectives for your science communication.

When it comes to your science communications, you might be clear on what it is that you want to communicate, but are you just as clear on why you are communicating it?

It’s important to know what you want to achieve. Think about what you want to happen as a result of your communication. Once you have a good idea of what overall outcome you’re hoping to achieve, it’s time to establish some objectives that break down your aim into realistic and measurable goals. Clear objectives should help define what you want to achieve with your science communication and show what success will be measured against.

2. Do you really understand the science? Make sure you understand it before you communicate it.

It’s never been so easy to communicate with the world, and scientific content has never been so visible. But for all the great science, there is a vast amount of misinformation and disinformation confusing and overwhelming the public.

Good quality science communication relies on good, quality, credible science in the first place. Science communicators should always aim to provide high quality, credible information, to ensure trust in science. But we need to make sure we understand it so we can reflect it accurately. Before you communicate, double check that you understand the details. It’s all too easy to get in a muddle or be caught out by someone who knows more about it than you. This could risk reputational, and sometimes actual, harms.

3. Does your storytelling match your communication channel? Think about your structure, tone and style.

There is now a vast array of ways to communicate science, from videos, games and events, to articles, infographics and social media threads. Whatever way you choose to communicate, think about what structure, style and tone is most appropriate for that channel.

What will work best depends on the channel of communication. They all require a different approach, whether long or short content, chatty or formal, text-heavy or visual, instructive or participatory, for example.

4. Are there alternative viewpoints? Check!

When it comes to science, there is rarely just one view on the issue. Different interpretations and opinions of the evidence frequently crop up and science communicators should have an awareness of the different angles on issues. It’s important to understand the debate in the round and be prepared to address any questions or challenges that may arise when communicating about the topic.

Before delivering your science communication messages, it’s a good idea to check them from all angles. Check for alternative viewpoints. Do the alternative viewpoints matter? If not, why not? Could they cause a problem? Do you need to present them too? What could you do to best reflect all sides of the debate or address potential conflicts of opinion?

5. How accessible are your communications? Identify potential barriers and how to address them.

How accessible are your communications, really?

When planning your science communications, how much time do you take to ensure they are widely accessible? You may hope to reach particular target audiences, but have you proactively taken steps in removing potential barriers that could limit access to your communications? How can you proactively help your audience to receive your communications?

Try to identify any potential barriers to your science communications reaching their target audience. These might include physical, language or cultural barriers, travel issues, or limited access to technology or events. For each barrier you identify, consider what actions you could take to remove or reduce it, in order to improve the accessibility, and subsequent reach and impact, of your communications.

Looking for advice on how to get the best out of your science communications? Then maybe our handbooks can help. Packed with concise, practical tips you can apply straight away.