strategic science communication (short version): delivered in stellenbosch sept. 2015

Thinking about objectives and goals for science communicationJohn C. Besley, Ph.D. (@johnbesley)Ellis N. Brandt ChairCollege of Communication Arts and Sciences

My current research objectives1. Explicate engagement as a strategic act that

involves purposeful choice of long-term goals and intermediate objectives.

2. Better understand why communicators adopt or reject a strategic approach (as a means of improving training).

Engagement is …

Face-to-face

Direct w/policy-makers

Online

Mediated

Numbers vary … but scientists clearly engage

• 63% interacted with a journalist in last yearDunwoody and Ryan, 1985

• 70% interacted with a journalist in last 3 yearsPeters, Brossard, de Cheveigné, Dunwoody, 2008

• 51% have ever interacted with journalistAAAS 2015

• 33% engaged directly with policy-makersRoyal Society 2006

• 24% blogged about scienceAAAS 2015

• 13% worked with a science center/museumRoyal Society 2006Our own AAAS data (2013, n = 388)

• 75% had engaged face-to-face• 49% had engaged online• 45% had interacted with the media• 30% had “other”-wise engaged

*All work done collaboratively with Anthony Dudo, U. Texas

Most science communication training …• Focuses on writing/speaking skills• Focuses on honing YOUR message• Understanding media/political norms• Focuses on learning to use technology

What happens if you get really good at communicating the wrong stuff?

I don’t mean bad content…

What does it mean to be an “effective” communicator?

In strategic communication: Effective = Achieving Your Goals

What do you want to ULTIMATELY achieve through public engagement?

How many of you thought about:• Raise awareness of XYX topic• Teach people about XYZ topic• Correct myths about XYZ topic

• Get people interested in XYZ topic• Build positive image of science

• Get people to think about XYZ topic in a new way

The may be good things … but I do not think of them as ULTIMATE goals …• Key question: Why do you

want to “raise awareness,” etc.

How many of you:• Seek a specific policy position (e.g. climate action)

• Seek more funding for science• Seek more freedom for scientific endeavors

• Make the world healthier, wealthier, and wiser• Promote science as a career*

To me … these are the ULTIMATE goals(*this may be an intermediate objective)

Tactics, objectives, and goals

*Work done collaboratively with Anthony Dudo, U. Texas

Scientists may/should also have personal

goals (enhance career and sense of impact)

Channels provide different

“affordances”

Not every objective is

equally effective …

Objective: Increase science literacy/awareness

It is true that science literacy is

low, low, low

Objective: Increase science literacy/awareness

Also true that nobody knows

much about much

Objective: Increase science literacy/awareness

Knowledge has only limited impact

on attitudes

Objective: Increase science literacy/awareness

2013 AAAS Scientist Survey: Objectives

messaging goal average (r = .54)

describing … in ways that make them relevant

framing research … {to} resonate …

trust goals average (r = .54)

demonstrating … openness & transparency

hearing what others think …

getting people excited about science

knowledge goals average (r = .41)

ensuring that scientists … are part of …

ensuring that people are informed …

defensive goals average (r = .63)

defending science …

correcting scientific misinformation

1 2 3 4 5 6 7

4.96

5.34

4.59

5

5.22

4.76

5.59

5.88

5.72

6.04

5.96

5.79

6.14

“How much should each of the following be a priority for online public engagement?”

All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”

BUT scientists love the ‘literacy’

objective …

SHARING knowledge will always be a central part of science communication

(But …)

Tactics, objectives, and goals

*Work done collaboratively with Anthony Dudo, U. Texas

If not just knowledge, what

else can we focus on?

A few thoughts about ethics

Objective: Build positive views about science/scientists

Those involved in science have

a generally positive image?

Objective: Build positive views about science/scientists

Those involved in science have

a generally positive image?

Objective: Build positive views about science/scientists

But there’s a catch …You’re seen

as competent but cold

2013 AAAS Scientist Survey: Objectives

messaging goal average (r = .54)

describing … in ways that make them relevant

framing research … {to} resonate …

trust goals average (r = .54)

demonstrating … openness & transparency

hearing what others think …

getting people excited about science

knowledge goals average (r = .41)

ensuring that scientists … are part of …

ensuring that people are informed …

defensive goals average (r = .63)

defending science …

correcting scientific misinformation

1 2 3 4 5 6 7

4.96

5.34

4.59

5

5.22

4.76

5.59

5.88

5.72

6.04

5.96

5.79

6.14

Strategic objectives

“How much should each of the following be a priority for online public engagement?”

All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”

If warmth is so important, how can scientists be seen as more warm/respectful?

Face-to-face

Direct w/policy-makers

Online

Mediated

Public Engagement = Positive Public Interaction

I have questions about the impact of these …

(Research in progress)

And these too…(Research in progress)

Funny and/or cathartic

Equal effective communication

And these too…(Research in progress)

Tactics, objectives, and goals

*Work done collaboratively with Anthony Dudo, U. Texas

If not just knowledge, what

else can we focus on?

“Frames are interpretive storylines that set a specific train of thought in motion, communicating why an issue might be a problem, who or what might be responsible for it, and what should be done about it.”

Objective: Put issue in new context (frame)

Nisbet, Matthew C. 2010. "Framing science: A new paradigm in public engagement." In Communicating Science: New Agendas in Communication, edited by L. A. Kahlor and P.

A. Stout, 40-67.

Backlash to “security” frame

Framing doesn’t always work as

planned …

2013 AAAS Scientist Survey: Objectives

messaging goal average (r = .54)

describing … in ways that make them relevant

framing research … {to} resonate …

trust goals average (r = .54)

demonstrating … openness & transparency

hearing what others think …

getting people excited about science

knowledge goals average (r = .41)

ensuring that scientists … are part of …

ensuring that people are informed …

defensive goals average (r = .63)

defending science …

correcting scientific misinformation

1 2 3 4 5 6 7

4.96

5.34

4.59

5

5.22

4.76

5.59

5.88

5.72

6.04

5.96

5.79

6.14

Strategic objectives

“How much should each of the following be a priority for online public engagement?”

All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”

When do scientists pursue objectives?• When they think they’ll have effect.• When they think they have the

skill to achieve the effect.

Finally: What does it mean to know your “audience” (= “interlocutors”)?

Tactics, objectives, and goals

What do they want to hear?What might they want to say?

What do they think/feel about you?How are they thinking about issues?

But don’t forget … What are YOU trying to achieve?

What is the ethical path to achieving it?

Exercise ... Logic model/Theories of change

We will you do:___________

It will lead to:___________

It will lead to:___________

It will lead to:___________

The impact will be:___________

The impact will be:___________

What skills do we need: ___________________What resources do we need: _______________What’s the first step: ______________________How does this fit our needs: ________________How does this fit our values: _______________ How will you know if you succeed: __________

+

Final thoughts I …

There are no silver bullets

Not everyone is reachable It takes time

Final thoughts II …

It might be okay to have a friend

photograph your wedding …

But sometimes help is … helpful.

And there’s no need to reinvent

the wheel …