Five thoughts about improving science communication as an organizational activity

Abstract

PurposeThe purpose of this paper is to describe five key lessons learned from a decade of studying how scientists and science communicators think about communication strategy.Design/methodology/approachThe paper is based on the experience of the researcher and the underlying literatures on strategic communication and science communication.FindingsThe key argument is that the scientific community needs to put more priority into enabling organizations to plan and implement strategic communication efforts on behalf of science. At present, there is too much reliance on individual communicators.Originality/valueThe value of this paper is in the degree to which it argues for a more strategic, organization-focused approach to science communication that emphasizes the setting of clear behavioral goals, followed by discussion about what communication objectives might help achieve those goals and the communication tactics needed to achieve the prioritized objectives.