Download to read offline
![How to think about strategy
QUESTION:
What channel, messages,
procedures, and
audiences will allow me to
have the desired affect?
QUESTION:
What do I needs to change
(in my audience[s]?) to
accomplish my goals?
QUESTION:
What do I want
to accomplish?
Goal
• Individual
behavior change
(start or stop)
• Change in
support for policy
(If not facts …)](https://image.slidesharecdn.com/stratetegicsciencecommunicationpptdeq-170412210214/75/Stratetegic-Science-Communication-16-2048.jpg)
Uploaded byJohn C. Besley
Stratetegic Science Communication
The document discusses the goals of science communication, emphasizing personal and societal objectives such as knowledge increase, behavior change, and policy support. It highlights the weak correlation between science literacy and support for science, advocating for strategic communication that considers audience needs and effective messaging. Key tactics include warmth, active listening, and framing issues in a relatable manner to achieve desired outcomes.
More Related Content
Similar to Stratetegic Science Communication
Stratetegic Science Communication
- 1. In collaboration withAnthony Dudo, UTexas This material is based upon work supported by the National Science Foundation (NSF, Grant AISL 14241214-421723. Any opinions, findings, conclusions, or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF. Photo by the CDC
- 2. Core Question: Whatis the goal of (your?) science communication?
- 3. Would you be happyif you increased knowledge, awareness or excitement BUT… didn’t affect policy support or behavior?
- 4. What I thinkof as goals … Personal Goals Success More citations More invitations More grant opportunities Improved reputation Societal Goals Behavior change Support for science-based policy Individual choices (health, environment, career selection) Willingness to let scientists ‘go about their business’)??? What’s missing?
- 5.
- 6. What do people knowabout science?
- 7. What do people knowabout science?
- 9. What it means •Small relationship between knowledge and attitudes • Varies a little bit by issue (e.g. smaller relationship for GM food)
- 10.
- 11. 1 Released, October 2016 Conclusion11 Available research does not support the claim that increasing science literacy will lead to appreciably greater support for science in general
- 12. A couple ofbackground points …
- 13. Flickr Creative Commons:dan hodgett, ‘an invitation’ Sharing knowledge will always be important
- 14. Clear + Focused> Unclear and Rambling (i.e., little jargon, active voice, clear point, understandable) Flickr Creative Commons: Mark Hunger ‘Focus’
- 15. Lots of goodbooks …
- 16. How to thinkabout strategy QUESTION: What channel, messages, procedures, and audiences will allow me to have the desired affect? QUESTION: What do I needs to change (in my audience[s]?) to accomplish my goals? QUESTION: What do I want to accomplish? Goal • Individual behavior change (start or stop) • Change in support for policy (If not facts …)
- 17. You have tochoose what to say and do … Through a journalist Online Face-to-face With decision/policy makers
- 18. … no matterwhere you’re communicating Through a journalist Online Face-to-face With decision/policy makers
- 19. What you canchange: Objectives Warm/Caring Listening Competent Through communication I can make sure I show when I am … Similar to you
- 20. Inside the “?”of communication … Why warmth, listening, identity, competence? Flickr creative commons: Osbornb System 1/Systematic/ Effortful/Central System 2/Heuristic/ Automatic/Peripheral
- 21. Inside the “?”of communication … Why warmth, listening, identity, competence? Flickr creative commons: Osbornb
- 22. Inside the “?”of communication … Why warmth, listening, identity, competence? Flickr creative commons: Osbornb Warmth Listening Identity Competence Support Learning Two paths …
- 23. Step 3: Chooseyou tactics (actions, formats, words etc.) Warmth Listening Competence Identity Objective Example tactic
- 24. What about thesemessages?
- 25. What about thesemessages?
- 26. Inside the “?”of communication … Context for the issue (Framing) Emotion/ Attitude What other people do and expect Through communication I can suggest … Whether something works and your abilityMostly studied in the context of behavior change Flickr creative commons: Seyed Mostofa Zamani, Paul Skeie; also Top Gear website
- 27. Inside the “?”of communication … An example for framing … DON’T use the language of conflict. Most Americans don’t typically respond well to framing LGBT issues as a “war,” “battle” or “fight.” … Instead, talk about … the importance of ensuring that all people—including LGBT people—are treated fairly and equally. https://lgbtmap.org/file/talking-about-overall-approaches-for-lgbt-issues.pdf
- 28. Inside the “?”of communication … Another example for framing … What solutions does “war framing” suggest?
- 29. Inside the “?”ofcommunication … Attitudes: Negative view of the industry? Attitudes: Fear? But be careful with fear …
- 30. Inside the “?”of communication … Norms: What do others do/want/expect? Efficacy: It works. You can do it. (FYI … these are from the “Theory of Planned Behavior)
- 31. (Re)framing Descriptive Norms Injunctive Norms Internalefficacy External efficacy Objective Example Tactic What tactics (words, actions, formats, etc.)
- 32. (Re)framing Descriptive Norms Injunctive Norms Internalefficacy External efficacy The way I think about this issue is … Lots of people do this … People you care about want you to do this … You can do this … This will make a difference … Objective Example Tactic What tactics (words, actions, formats, etc.)
- 33. Final thoughts … Thereare no silver bullets Not everyone is reachable It takes time and ‘a community’
- 34. The handout … Goals(milestones) • Boost funding • Inspire appreciate • of science • Influence policy • STEM recruitment • Diversity STEM • Empower personal decision making Communication Objectives (stepping stones) • Knowledge/briefs/awareness • Excitement/interest/affect • Listen/demonstrate openness • Convey honesty/warmth/respect • Convey competence/expertise • Convey shared values/identity • Framing of thinking about topic • Descriptive norms/injunctive norms • Internal/external efficacy beliefs Tactics • F-T-F outreach • Dialogue/deliberation • Media interview • Media content prod. • Blog/social media • Storytelling QUESTION: What channel/audience will allow me to have the desired affect? QUESTION: What do I need to change in my target population to accomplish my goals? QUESTION: What do I want to accomplish?
Editor's Notes
- #2 Discussion with participants
- #3 Participant exercise
- #8 Chart just the USA
- #13 Participant exercise
- #14 Participant exercise
- #15 Participant exercise
- #16 Participant exercise
- #18 Conferences Presentations (to non-peers) Media interviews Websites Social media Storytelling
- #19 Conferences Presentations (to non-peers) Media interviews Websites Social media Storytelling
- #20 Don’t forget to mention ethics …
- #34 First environmental journalist of the modern eraCorresponded with Wallace