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The Science Communicator's Toolkit

Effective communication is one of the most powerful tools in a scientist’s toolbox. Research must be shared to spark meaningful action (think policy, funding and community engagement), and one’s message and delivery can have a substantial impact (think public health interventions and conservation initiatives). In an age in which misinformation and rapid technological advancement make it difficult for the average person to discern fact from fiction, scientists are increasingly responsible for honing their communication abilities and engaging in conversations that help local and global communities make informed decisions about their health and the sustainability of the planet.

However, making complex scientific topics accessible and engaging for diverse audiences can be tricky. It requires tools and tactics that differ from those used to, for instance, write a scientific paper. How can you bolster your science communication skills? This "toolkit"—featuring tips and resources for everything from jettisoning jargon to combating health misinformation—is a good place to start!

Eliminate Jargon

Jargon describes technical vocabulary associated with a specific profession or field. It may refer to a term that is unknown or means something different to a given audience. In either case, jargon can obscure the message one is trying to convey and cause confusion. Limiting the use of jargon is a key tenet of effective science communication. To get started:

• Consider Your Audience: Determine what terms fall outside of an audience’s vocabulary. For instance, a lay audience might not know what “culturing bacteria” means—but other scientists, even those outside of your field, might. Remember what it felt like when you were just starting out in your career and/or project—what words did you have to look up? If you didn’t know what they meant, chances are your audience won’t either. If you’re unsure, ask someone whose scientific expertise is similar to that of the audience you want to reach.
   
  Download 91Â鶹ÌìÃÀ’s Microbial Jargon Cheat Sheet
• Use Plain Language: Replace jargon with simple, concise and relatable terms. For example, instead of saying “I examine bacterial motility utilizing various assays,” one might say, “I study how bacteria move.”  If a technical term is necessary, explain it.
   
• Build Your Story: Provide the most basic information up-front, adding additional detail and terminology if/when needed. Use examples and analogies to flesh out ideas that might normally be captured with jargon. Depending on your communication format, asking questions to get a feel for an audience’s knowledge can inform messaging and word choice.

Get more details about eliminating jargon from science communication, including when speaking to policymakers, here.

Mitigate Misinformation

Misinformation—inaccurate or misleading information spread without the intent to deceive—gains a foothold in periods of uncertainty and spreads when it contains elements of truth and/or aligns with people’s beliefs. Learn how to recognize and stop the spread of misinformation to minimize harm and promote global public health.

• Recognize Misinformation: When reviewing information, consider the source and publication date, read beyond flashy headlines to understand the “meat” of the content and examine supporting sources. How might your biases affect your judgement? How could these factors influence information credibility? If you’re still unsure, ask an expert if the information is true.
   
• Combat Myths With Family and Friends: It’s important to debunk misinformation with kindness and understanding. Actively listen to concerns and make use of jargon-free anecdotes and stories to foster emotional connection. Unwrap the truth from misleading information via a “” approach—present a fact, warn about misinformation, explain why it is wrong and supplement a new fact with correct information.
   
• Address Misinformation on a Large Scale: Post credible information on social media channels where misinformation might be spreading—use your platform to engage with and amplify factual and scientifically sound content. When commenting on social media posts spreading misinformation, avoid shaming or alienating the user. Instead, consider using the “Fact-Warning-Fallacy-Fact" approach outlined above. Off- and online, engage in efforts to partner with trusted community figures and sources to disseminate accurate messages. Educate those in your community about the dynamism of science, so they are prepared if/when health recommendations change.

Engage With Diverse Perspectives

Participating in conversations with those who have opinions or perspectives that differ from your own can be one of the most daunting aspects of taking your science communication skills on the road (i.e., outside of your lab or local sphere of influence). Yet, mindfully applying a few basic techniques can help ensure that such conversations remain productive and respectful.

• Focus on Talking With Someone, Not at Them: Before diving into a conversation, clearly define your motivation and context for the discussion. Avoid entering a conversation with the goal of trying to change someone’s mind. This can lead to defensiveness and disinterest. Instead, shift the motivation toward understanding the other person’s perspective in a calm, non-confrontational manner—you want to engage, not attack. You might change their mind, you might not, but that outcome is not the purpose of the conversation. At this stage, you are simply seeking clarity on the other person’s motivation and position. The more you can understand one another’s expectations up front, the more positive the interaction will be.
   
• Listen to Understand: In our day-to-day lives, we tend to demonstrate passive listening (i.e., hearing what someone is saying without fully engaging with it). However, when conversing with those who have opposing views, it is important to take an active listening role. This means listening to sincerely understand the other person’s viewpoint, not just to respond. What are their values? Who do they trust and why? Answers to these questions can help frame the conversation. Focus on being present, asking open-ended questions and practicing empathy, all of which encourage genuine connection needed for a productive exchange.
   
• Mindfully Correct False Information—and Take a Breather When Needed: It is tempting to continuously correct or redirect another person to align with your point of view, particularly when their perspective is largely (if not fully) based on false information. However, before offering corrections, acknowledge any true points in their argument. Show that you are listening by drawing from their values and views to package correct information in a way that might resonate. Remember, this is discourse, not a lecture. If the discussion becomes defensive or heated, it’s okay to take a step back by changing the topic or respectfully ending the conversation. No matter how it plays out, thank the other person for their point of view and remember that communication is a process.

For more insights, read the full article: How to Engage Audiences With Different Perspectives.

Connect With the Media

Connecting with the media is a powerful way to share your expertise and raise public awareness about your science. The media landscape is vast and diverse—from small publications focused on science news to national outlets–-and your preparation and interview experience will vary based on the outlet with which you are engaging. The following tips can help you feel prepared and empowered to navigate a media interview.

• Get in Touch With Your Communications Office: If you have an interview with a member of the media, chances are your institution’s communications office may have arranged it, although reporters do sometimes contact scientists and experts directly. Either way, it’s a good idea to touch base with your organization’s communications office before speaking with the media to ensure you have the necessary clearances or approvals to speak on behalf of your organization, identify any topics that you shouldn’t speak on and get tips for having a successful conversation with a reporter. If you’re interested in doing media interviews, many institutions have a bank of subject matter experts they tap for media opportunities, so let your communications office know you’d like to be added to that list.
   
• Identify Your Talking Points: Whether you’re speaking with a small outlet that focuses on science and industry news or a mainstream outlet, it’s important to plan out a few key points that you want to communicate in your interview. While you may not be able to anticipate every question a reporter will ask, if you have predetermined 3-4 main messages that you want to convey, you’ll feel more prepared and in control of the interview. Remember to consider the audience of the publication or media outlet, so you can tailor your message to resonate with its readers and listeners.
   
• Own Your Role in the Conversation: A conversation with a member of the media is a 2-way street. Ask yourself, and your communications officer, what your goal is for doing the interview. Do you want to share your research with the public? Raise visibility about your institution or a specific program? Combat misinformation? Work with your communications office to prepare talking points that support your specific goal. If you anticipate a tough interview, ask your communications office for advice on how to answer difficult questions and know what topics you shouldn’t engage with. Some communications offices even offer media training to help you gain experience with interview techniques, become more comfortable with message development and hone your communications skills.

Communicate About Your Research

The tools outlined in this toolbox are designed to help you effectively communicate science on all levels—whether it be your own research, someone else’s or a topic of public interest. When it comes to sharing your own work, however, a couple of additional considerations should be made to ensure detailed scientific processes are engaging and easy-to-understand for those who don’t work on your project every day.

• Find Shared Points of Interest. Presenting a research project to an audience unfamiliar with the subject matter can make it difficult to convey the importance of the work. Who does the project affect, and do the findings have a significant financial or economic impact that matters to your audience? Highlight the intersection of your research and the audience’s areas of focus.
   
• Meet Your Audience at Their Level. Whether that’s minimizing jargon and simplifying language for an audience unfamiliar with the subject or using analogies to help them understand how your research relates to something else in their field reference, tailoring your communication style to your audience makes it easier for them to understand your message.
   
• Remember That Your Passion Is Contagious. Explaining what specifically about your research piqued your interest and talking passionately about your work can inspire that same passion in others, even if the information is new to them. Bringing some of your own humanity and excitement to discussions about your research can make science feel more personal and easier to connect with.

While communicating about any type of research can be tricky, basic research has unique challenges. Check out this article for more tips and tricks: The Art of Communicating Basic Research.

In This Issue

• Bolstering Pertussis Surveillance in Latin America
• Why Scientists Should Not Name Diseases Based on Location
• Boosting Microbial Science Collaboration in China and Beyond
• The Antimicrobial Resistance Pandemic: Breaking the Silence
• Polio Vaccines: New Developments on the Road to Eradication
• The Role of Microbiology in Sustainable Development
• The Science Communicator's Toolkit
• Addressing Systematic Barriers in Human Microbiome Research
• Biorisk Assessment and Management With Saeed Khan
• Fleming Fund Phase II Award for AMR Surveillance in Tanzania