10 Critical Strategies to Improve Your SciComm Outreach
Photo: Marc Olivier, unsplash.com
Here are 10 lesser-known facts about strategic science communications that you should know before launching your public outreach campaign:
The "deficit model" of science communication, which assumes simply providing more information will increase public understanding and acceptance, has been largely discredited.
Framing scientific messages in terms of local impacts and personal relevance can significantly increase audience engagement and retention.
Visual abstracts and infographics can increase social media engagement with scientific content by up to 8x compared to text-only posts.
The "backfire effect," when a correction leads to an individual increasing their belief in the very misconception the correction is aiming to rectify, is less common than once thought, but important to consider in comms strategies.
Science communicators who share personal stories and experiences alongside data tend to be perceived as more trustworthy and relatable by general audiences.
Using analogies and metaphors can improve understanding of complex scientific concepts, but poorly chosen comparisons can lead to misconceptions.
The "continued influence effect" shows that misinformation can persist in people's minds even after being corrected, emphasizing the importance of proactive, accurate messaging over time as a practice, not a single event.
Tailoring messages to align with the values of specific audiences (especially those with whom you do not identify) can increase message proliferation and acceptance. Listening is also communication.
The timing of information release can impact its reception. Aside from the proximity to popular news stories or events, studies also show that releasing important scientific news early in the week may lead to better media coverage and public attention.
Start with the 'feels.' Incorporating elements of novelty, science fiction, and game design in scicomm can enhance information retention and spark curiosity, but maintaining scientific accuracy in support of the message is required.
🚀 Bonus Fact: If you're only hiring scientists to communicate the value of science to the public, you will struggle to connect and engage with audiences and burn through resources, budget, and staff (see #7). Hire designers and producers who can create 'competitive' content and support science.
And a reminder that scientists are also members of the public. The thing that gave you “nerd chills,” inspiring you to a life of curiosity and research, is exactly what the public is craving.
Don't start with the science. Start with the science fiction.
