In the COVID era, the scientific community has been under the public microscope and in the media spotlight more than ever before.
The pandemic has highlighted the critical importance of communicating science accurately, as well as the huge responsibility that scientists have in their roles as communicators. For the vast majority science is a complex subject and the processes behind it are not well understood. In this ‘post-truth’ world, it’s more important than ever for scientists to cut through the noise, communicate the facts and connect with audiences.
Science communicators have a wealth of experience and knowledge that can significantly help shape the conversation the scientific community is having with audiences in a positive and uplifting way. We have an important role to play, and we must offer our support in whatever capacity that presents itself. We also have a shared responsibility to ensure that accurate messages are being communicated and people are being influenced responsibly, so they can protect themselves and the health of their loved ones.
Science is now front and centre in our daily discussion, and in some ways, the appreciation of science has increased. Many people who have no science background at all, are now happily discussing R numbers, the relative efficacy of vaccines, the protection afforded by different types of face masks and the specificity of diagnostic tests.
However, the digital age has also brought a proliferation of fake news about science which is then amplified by conspiracy theorists and self-proclaimed experts. Inaccurate information frequently floods the mainstream media and flourishes on news feeds. The stakes are immeasurably high. We’ve seen catastrophic consequences of inaccurate information about COVID treatments leading to real harm. For example, in Iran, a false claim circulated advising people to drink toxic methanol alcohol claiming it was effective at curing COVID infection. As a result, thousands were hospitalised, and more than 700 people died.
The World Health Organisation Director-General has said “We’re not just fighting a pandemic; we’re fighting an infodemic” prompting them to create a global movement and call to action asking science and health communities to ‘promote access to health information and to mitigate harm from health misinformation among online and offline communities’. To support this the European Public Relations Education and Research Association has issued a statement calling for increased ethical and effective communications to handle the COVID pandemic, as they state there is a need to refocus our efforts against the consistent onslaught of fake news and conspiracy theories.
Many of us in the Basel Communications Network work in science communications and are familiar with the special challenges that science and technical topics bring. Many of us will be supporting scientists as they share their work with broader audiences.
The challenge is multi-faceted:
1. The science itself is complex! Let’s face it, most scientific topics are incredibly complicated, and science often has its own speciality-specific language and jargon. Add to this the inherent uncertainty that exists within science and you have an immediate communication challenge.
2. The digital age does not allow time for nuance! The proliferation of online content means that it is increasingly difficult to get cut-through, and attention spans are extremely low, so we need to make important information stand out so it will be heard.
3. The scientific ‘method’ approach to communicating can make things worse. The sad fact is that nothing scientists or doctors have learned at university will help them communicate science in the digital world. The scientific ‘method’ approach with its background, method, results and FINALLY conclusion structure is too time consuming for the digital age, which is mostly focused on sensationalised headlines and click-bait.
These are the topics that I’ve looked at specifically in my book Scientifically Speaking. Time after time, at the end of a training session, scientists would say to me “Why don’t they teach this stuff at university?”. And so, my book is really there to support scientists directly – particularly those scientists who don’t have direct access to communications experts.
As experienced communicators we have an unprecedented opportunity to help the science community in improving their understanding of how they communicate about their science and most importantly, how to communicate it well. I have worked in science communications for the last 25 years and I have seen how we as communicators can truly elevate the science conversation to a new level of understanding, whether it’s bringing to life data, showcasing research, raising awareness of rare diseases, illustrating the potential of new drugs, devices, and technologies, or improving patient access to care.
So, I’m calling on my fellow science communicators to reach out to their medical community and offer their expertise and support, especially during these challenging times.
Good science should never be badly communicated, especially when the consequences can be so significant. By supporting our scientists, we can ensure medical advice is reported accurately and responsibly to our wider communities, in service of better health and safety for all of us.
About Jo
Jo Browning is a communications coach dedicated to helping people understand the benefits of science and medicine. For more than 25 years she has helped scientists and physicians speak with impact and authority about their work. Jo began her career as a journalist before moving into communications, training and consultancy. She studied English at Oxford University and holds a diploma in Public Relations and a Postgraduate diploma in Science & Society.
Her book Scientifically Speaking: How to speak about your research with confidence and clarity is published by Practical Inspiration Publishing, and is available for pre-order now.
Paperback: http://getbook.at/ScientificallySpeaking
** SPECIAL OFFER **
It’s currently available on special offer an eBook BEFORE if purchased before or on 7th June 2021 for GBP0.99.