Science communications:
bridging the gap
With the BSE scare, the SARS crisis, and the threat of a global flu pandemic that some experts argue will kill millions, the need for effective and timely science communications continues to reach new levels. The importance of effective communication, from scientist to society, is becoming strikingly obvious as we all become more concerned with the environment around us.
The importance of scientists communicating among themselves is as important as scientists communicating with the public. Before the information can be disseminated to the public, it must first be understood among the scientific community. This is one reason why it can take so long for information to reach the public, and this is where professional communicators can play a vital role in the process. Professional communicators can serve as the bridge between the scientific community and the general public, especially so when communicators are trained in the sciences and have a firm grasp of the complex concepts they are communicating.
The gap between hard science and public understanding seems to be growing ever greater, all the while that public perception and trust of the scientific community continues to erode. Researchers frequently express frustration with the media who, they argue, have misrepresented their life’s work to the general public. While it’s natural to expect that the media will serve as a direct channel to the public for a personal perspective on the importance of scientific work, scientists sometimes fail to recognize, or even consider, that the media have their own missions and priorities, and that all too often their priorities are not those of the scientific community. Moreover, as Robert Bazell, chief science correspondent for NBC Nightly News has noted, regular communication between researchers and the media – the source of information for the lay public – can only help improve the quality of information that is transmitted from the research community to the end users of these important advances in knowledge.
Scientific research is important and crucial to our way and quality of life. It is “science” after all that reduces the burden of disease, improves the safety of our food and provides the basis for the development of evidence-based public policy that protects both human and environmental health while preserving and promoting our economic growth. As scientists, it is essential to communicate the importance of our findings to a broader spectrum of society; when this is achieved, society as a whole benefits. Improving the quality of life has long been number one on the agenda - now let’s make public understanding number two.
Mitch Ritter
Mitch Ritter is the Coordinator of SPARK (Students Promoting Awareness of Research Knowledge), Office of Research Communications, University of Guelph
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