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Media: Where Scientists and Consumers Meet

Learn effective strategies for scientists to communicate their research in a way that consumers can understand and appreciate. Explore the importance of meaningful communication in ensuring science's validity as a key resource in decision-making.

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Media: Where Scientists and Consumers Meet

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  1. Media: Where Scientists and Consumers Meet Holli R. Leggette, Assistant Professor Department of Agricultural Leadership, Education, and Communications

  2. Communicating Science We must transfer our science in a way consumers can understand and appreciate.

  3. Communicating Science Meaningful communication between scientists’ and the broader society will help ensure science’s validity as a key resource in decision-making (Webler, 2013). (Besley, Dudo, & Storksdieck, 2014)

  4. Communicating Science http://rachelegolden.com/wp-content/uploads/2018/01/flipped-triangle.jpg

  5. Communicating Science Communication Spectrum Least Like You: Seek to have a mutual understanding and appreciation with this group. Neutral: Seek to change behavior with this group. Most Like You: Seek to build a network of those who think alike with this group.

  6. Media The media are looking for the story. AND

  7. Media They need you for the story.

  8. Media Be proactive and develop relationships with local media before they need you. Develop trust with the media and their audiences. Be “the source” when they need accurate information.

  9. Approaching the Public Assess the existing knowledge of their audience. Make audiences want to know about your topic—done through some sort of human moment that will resonate with the audience; something they can relate to because of an emotional reaction. Stress active engagement with scientific practices instead of a simplistic model of knowledge acquisition. Develop empathy and the ability to be aware of what is going on in another person’s mind. Connection is important in having the ability to see people both emotionally and rationally. (Alda, 2017; Besley, Dudo, & Storksdieck, 2014)

  10. Building Expertise with the Public Know—and listen to—your target audience Build a network Create and seize opportunities Be creative when communicating Recognize how science communication enhances science Strive for two-way communication Evaluate, reflect, and be prepared to adapt (Cooke et al., 2017)

  11. Building Expertise with the Public Be proactive and establish trust Change behavior by understanding communication needs Be transparent and consistent Don’t criticize—listen and understand (Cooke et al., 2017)

  12. “Every act of communication and every act of silence opens up a space for interpretation and misinterpretation and for power struggles over who should speak for whom, who has the right and responsibility to speak about what, and, of course, when is the right time to speak and when is the right time to remain silent” (Nerlich & McLeod, 2016).

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