This is a shortened version of a talk I've prepared on science communication goals and objectives. I'll continue to update the presentation over time and appreciate the opportunity to talk about the ideas contained.

1. Thinking about objectives and
goals for science communication
John C. Besley, Ph.D. (@johnbesley)
Ellis N. Brandt Chair
College of Communication Arts and Sciences

2. My current research objectives
1. Explicate engagement as a strategic act that
involves purposeful choice of long-term goals
and intermediate objectives.
2. Better understand why communicators adopt
or reject a strategic approach (as a means of
improving training).

3. Engagement is …
Face-to-face
Direct w/policy-makers
Online
Mediated

4. Numbers vary … but scientists clearly engage
• 63% interacted with a journalist in last year
Dunwoody and Ryan, 1985
• 70% interacted with a journalist in last 3 years
Peters, Brossard, de Cheveigné, Dunwoody, 2008
• 51% have ever interacted with journalist
AAAS 2015
• 33% engaged directly with policy-makers
Royal Society 2006
• 24% blogged about science
AAAS 2015
• 13% worked with a science center/museum
Royal Society 2006
Our own AAAS data (2013, n = 388)
• 75% had engaged face-to-face
• 49% had engaged online
• 45% had interacted with the media
• 30% had “other”-wise engaged
*All work done collaboratively with Anthony Dudo, U. Texas

5. Most science communication training …
• Focuses on writing/speaking skills
• Focuses on honing YOUR message
• Understanding media/political norms
• Focuses on learning to use technology

6. What happens if you get really good
at communicating the wrong stuff?
I don’t mean
bad content…

7. What does it mean to be an “effective” communicator?

8. In strategic communication:
Effective = Achieving Your Goals

9. What do you want to ULTIMATELY
achieve through public engagement?

10. How many of you thought about:
• Raise awareness of XYX topic
• Teach people about XYZ topic
• Correct myths about XYZ topic
• Get people interested in XYZ topic
• Build positive image of science
• Get people to think about XYZ topic in a new way
The may be good things … but I do not
think of them as ULTIMATE goals …
• Key question: Why do you
want to “raise awareness,” etc.

11. How many of you:
• Seek a specific policy position (e.g. climate action)
• Seek more funding for science
• Seek more freedom for scientific endeavors
• Make the world healthier, wealthier, and wiser
• Promote science as a career*
To me … these are the ULTIMATE goals
(*this may be an intermediate objective)

12. Tactics, objectives, and goals
*Work done collaboratively with Anthony Dudo, U. Texas
Scientists may/should
also have personal
goals (enhance career
and sense of impact)
Channels provide
different
“affordances”
Not every
objective is
equally effective …

13. Objective: Increase science literacy/awareness
It is true that
science literacy is
low, low, low

14. Objective: Increase science literacy/awareness
Also true that
nobody knows
much about much

15. Objective: Increase science literacy/awareness
Knowledge has
only limited impact
on attitudes

16. Objective: Increase science literacy/awareness

17. 2013 AAAS Scientist Survey: Objectives
4.96
5.34
4.59
5
5.22
4.76
5.59
5.88
5.72
6.04
5.96
5.79
6.14
1 2 3 4 5 6 7
messaging goal average (r = .54)
describing … in ways that make them relevant
framing research … {to} resonate …
trust goals average (r = .54)
demonstrating … openness & transparency
hearing what others think …
getting people excited about science
knowledge goals average (r = .41)
ensuring that scientists … are part of …
ensuring that people are informed …
defensive goals average (r = .63)
defending science …
correcting scientific misinformation
“How much should each of the following be a priority for online public engagement?”
All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”
BUT scientists
love the
‘literacy’
objective …

18. SHARING knowledge will always be a
central part of science communication
(But …)

19. Tactics, objectives, and goals
*Work done collaboratively with Anthony Dudo, U. Texas
If not just
knowledge, what
else can we
focus on?

20. A few thoughts about ethics

21. Objective:
Build positive views
about science/scientists
Those involved in
science have
a generally
positive image?

22. Objective:
Build positive views
about science/scientists
Those involved in
science have
a generally
positive image?

23. Objective:
Build positive views about science/scientists
But there’s
a catch …
You’re seen
as competent
but cold

24. 2013 AAAS Scientist Survey: Objectives
4.96
5.34
4.59
5
5.22
4.76
5.59
5.88
5.72
6.04
5.96
5.79
6.14
1 2 3 4 5 6 7
messaging goal average (r = .54)
describing … in ways that make them relevant
framing research … {to} resonate …
trust goals average (r = .54)
demonstrating … openness & transparency
hearing what others think …
getting people excited about science
knowledge goals average (r = .41)
ensuring that scientists … are part of …
ensuring that people are informed …
defensive goals average (r = .63)
defending science …
correcting scientific misinformation
Strategic
objectives
“How much should each of the following be a priority for online public engagement?”
All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”

25. If warmth is so important, how
can scientists be seen as more warm/respectful?

26. Face-to-face
Direct w/policy-makers
Online
Mediated
Public Engagement
= Positive Public Interaction

27. I have questions about
the impact of these …
(Research in progress)

28. And these too…
(Research in progress)
Funny and/or cathartic
Equal effective communication

29. And these too…
(Research in progress)

30. Tactics, objectives, and goals
*Work done collaboratively with Anthony Dudo, U. Texas
If not just
knowledge, what
else can we
focus on?

31. “Frames are interpretive storylines
that set a specific train of thought in
motion, communicating why an issue
might be a problem, who or what
might be responsible for it, and what
should be done about it.”
Objective: Put issue in new context (frame)
Nisbet, Matthew C. 2010. "Framing science: A new paradigm in public engagement." In
Communicating Science: New Agendas in Communication, edited by L. A. Kahlor and P. A. Stout, 40-67.

32. Backlash to
“security” frame
Framing doesn’t
always work as
planned …

33. 2013 AAAS Scientist Survey: Objectives
4.96
5.34
4.59
5
5.22
4.76
5.59
5.88
5.72
6.04
5.96
5.79
6.14
1 2 3 4 5 6 7
messaging goal average (r = .54)
describing … in ways that make them relevant
framing research … {to} resonate …
trust goals average (r = .54)
demonstrating … openness & transparency
hearing what others think …
getting people excited about science
knowledge goals average (r = .41)
ensuring that scientists … are part of …
ensuring that people are informed …
defensive goals average (r = .63)
defending science …
correcting scientific misinformation
Strategic
objectives
“How much should each of the following be a priority for online public engagement?”
All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”
When do scientists pursue objectives?
• When they think they’ll have effect.
• When they think they have the
skill to achieve the effect.

34. Finally: What does it mean to know
your “audience” (= “interlocutors”)?

35. Tactics, objectives, and goals
What do they want to hear?
What might they want to say?
What do they think/feel about you?
How are they thinking about issues?
But don’t forget …
What are YOU trying to achieve?
What is the ethical path
to achieving it?

36. Exercise ... Logic model/Theories of change
We will you do:
___________
It will lead to:
___________
It will lead to:
___________
It will lead to:
___________
The impact will be:
___________
The impact will be:
___________
What skills do we need: ___________________
What resources do we need: _______________
What’s the first step: ______________________
How does this fit our needs: ________________
How does this fit our values: _______________
How will you know if you succeed: __________
+

37. Final thoughts I …
There are no
silver bullets
Not everyone
is reachable
It takes time

38. Final thoughts II …
It might be okay to
have a friend
photograph your
wedding …
But sometimes
help is … helpful.
And there’s no
need to reinvent
the wheel …