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Science Communication

& Public Engagement

Fundamentals

@_SciComm@MeetAScientist

aaas.org/pes

Gemima Philippe

@Just1Change

Center for Public Engagement with Science & Technology

American Association for the Advancement of Science (AAAS)

HELLO, I’M…

aaas.org/Join

Mission:Advance

science for the benefit of

all people.

AAAS

aaas.org/PES

Vision:Science and

society are in dialogue

and draw upon relevant

expertise.

MCL | AAAS

Professional Images Photography

Atlantic Photography Boston

Different styles of communication

Researcher

Public

Bottom Line

So What?

Supporting Details

Background

Supporting Details

Results/Conclusions

Adapted from Nancy Baron’s Escape from the Ivory Tower

Cyber Security

Artificial Intelligence

Antimicrobial Resistance

Energy

Medical Augmentation

Climate Change

Synthetic Biology

Precision Medicine

Infectious Disease

EducationGenetically Modified Organisms

Space Exploration

Behavioral Health

Water ResourcesFood Security

“We must engage more vigorously with society…But we cannot do so

from lofty perches above society; we must be more integrated.”

- Jane LubchencoOregon State University Professor,

former NOAA Administrator& past AAAS president

Public Engagement with Science

Intentional, meaningful interactions that provide opportunities for mutual learning between scientists and members of the public.

NPS

AudienceFeedback

Self-Reflection

Engagement Activity

Formal Evaluation

Goal

Audience

Message

NASA

Big-picture Individual

Diane CrimNASA

NPS

Short-term Long-term

Shane BerginGemima Philippe | AAAS

ChangeVoteDetect

ExploreDebateCo-create

Build RelationshipsStudyAction

Answer QuestionsAsk QuestionsPlan

MentorSearch

Dialogue Report

Inform

Be realistic.

U.S. Dept. of Defense Tim Hipps | U.S. National Guard

What is your goal?

What do you hope to accomplish on social media?

What do you hope your audience will do?

How can you integrate social media into your workload?

What do you want to accomplish?


How can you integrate public engagement into your workload?

AudienceFeedback

Self-Reflection

Engagement Activity

Formal Evaluation

Goal

Audience

Message

J.H. Falk

of U.S. adultshave taken acollege-level

science course

30%

of Americans are “very” or

“moderately” interested

in new scientific discoveries

84%

National Science Board

U.S. Dept. of Energy

of Americans express support for

government funding of basic

research

83%


Meghan Duffy

of Americans have a “some” or

“a great deal of” confidence in the

scientific community*

90%


*second only to the military

Clara Shaw

Potential audiences

K-12 StudentsPotential funders

Community membersResource managers

Business leadersand more…

JournalistsMCL | AAAS

Science-interested publicAtlantic Photography Boston

PolicymakersMCL | AAAS

Predictors influencing people’s views (on scientific topics)

Age

ReligionGender

Ethnicity

Political party

Education orscience knowledge

Views

Pew

U.S. Dept. of Agriculture

Gemima Philippe | AAAS

Who is your audience?




Who do you want to engage?

What do you know about them?

How can you learn more about them?

What are their interests and needs?

AudienceFeedback

Self-Reflection

Engagement Activity

Formal Evaluation

Goal

Audience

Message

Developing messages helps you…

Be concise.

Encourage conversation.

Anticipate questions.Atlantic Photography Boston

Messages help your audience…

Connect with you.

Pay attention.

Remember you.Atlantic Photography Boston

The 3Ms of Message

Miniature

Memorable

Meaningful

Organizing principle: 3 Key Points

Key Idea #1

Key Idea #2

Key Idea #3

MCL | AAAS & Wikipedia

Example: Fungal Infections

Goal: Emphasize the importance of basic research to get support for funding.

Audience: Utah Public Radio journalist & her listeners

Miniature Messages:o Possible new anti-fungal

medicationo Fungal diseases are

deadlyo Basic research funding is

critical

Meghan Duffy

Meghan Duffy, University of Michigan Research On Water Fleas

Yields Possible Anti-Fungal DrugUtah Public Radio

Craig Dugas | Wikimedia Commons

Layer Bars: Sedimentary Rocks

Fudge: Igneous Rocks

Veganbaking.net | Wikimedia Commons

Chocolate Chip Cookies: Metamorphic Rocks

Kimberly Vardeman | Wikimedia Commons

The Rock Cycle

Jargon

millimeterparadigm

quantum

orthogonal

anti-microbial

pedagogymodel

biota

Anthropocene

genetic

aerosol methodologytheory abiotic

determinantsepidemiology

alluvial

Example

xkcd.com

Examples?

What is your message?




What are your 3 words or phrases?

Remember: miniature, memorable & meaningful.

AudienceFeedback

Self-Reflection

Engagement Activity

Formal Evaluation

Goal

Audience

Message

Engagement Plan

Timely

Attainable

Narrow

Science cafés

Engagement Opportunities

Media interviews

Meetings with policymakers

Campus eventsCitizen science

Community groupsCooperative extensionEveryday interactions

Hands-on activitiesLab visitsLibraries

Museum eventsNerd NitesPodcasts

Policy briefingsRotary clubs

Science festivalsSchool visitsSocial media

Summer camps

MCL GDP | AAAS

MCL

Reddit “Ask Me Anything”MCL | AAAS

Choosing an opportunity

Case Studies

Ann Schonlau | RMNP NPS

aaas.org/Public-Engagement-Case-Studies

AudienceFeedback

Self-Reflection

Engagement Activity

Formal Evaluation

Goal

Audience

Message

Audience Feedback

Atlantic Photography BostonAtlantic Photography Boston

AudienceFeedback

Self-Reflection

Engagement Activity

Formal Evaluation

Goal

Audience

Message

Self Evaluation

How did I do?

What went well?

What should I change?

Did I accomplish my goal?

Should my goal, audience, message or channel change?

MCL | AAAS

AudienceFeedback

Self-Reflection

Engagement Activity

Formal Evaluation

Goal

Audience

Message

Formal Evaluation

Online or paper survey.

Email or phone follow-up.

Post-event conversation with the audience.

Action (legislation passed). MCL | AAAS

What are your next steps?




What specific, concrete things will you do?

When will you do them?

How will you measure your success?

AAAS Resources & Opportunities

MCL | AAAS


aaas.org/PES

Public Engagement Reflections


Leshner Leadership Institute for Public Engagement with ScienceTraining and yearlong AAAS support

for 15 mid-career scientists.aaas.org/LLI

Early Career Award for Public Engagement with Science

Scientists who demonstrate excellence in contributions to public engagement.

aaas.org/Awards/Early-Career-Public-Engagement

AAAS ResourcesAwards• Golden Goose• Public Engagement with Science

Fellowships• Community Engagement• Mass Media Science & Engineering• Science & Technology Policy

Policy Resources• Catalyzing Advocacy in Science &

Engineering (CASE) Workshop• Engaging Scientists and Engineers in

Policy (ESEP)

Public Engagement Opportunities• SciLine• Science in the ClassroomAAAS 2018 Mass Media Fellows

Architect of the Capitol

Force For Science

ForceForScience.org

Introducing Trellis – a

new communication and

collaboration platform

from AAAS

Trelliscience.com/

PublicEngagement

Thank you!

Gemima [email protected]

@Just1Change

Surveyaaas.org/Workshop-Survey

ResourcesForceForScience.orgaaas.org/CommunicatingScience

@_SciComm@MeetAScientist

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