Science communication or scholarly communication?
Science communication is different from scholarly communication.
Scholarly communication is something that all researchers carry out: communication about research within academia and between researchers.
Science communication (sometimes also called ‘research communication’) is communication about research with other societal actors and with the general public.
Why communicate research?
Science communication contributes to increasing the general public’s and decision-makers’ knowledge about research. It can also increase understanding, trust, and engagement in research. Furthermore, communication contributes to making the scientific process more open and inclusive.
When research-based knowledge becomes easy to reach, access, and understand, it is more likely to be used. This also makes it easier for citizens and politicians to make well-informed decisions and gain better knowledge of what research is about and how it is conducted, which can increase interest and trust in research and higher education, and also prevent and counteract knowledge resistance. Communication about research is therefore a cornerstone of democratic and free societies.
Moreover, according to Swedish higher education legislation (Högskolelag 1992:1434), “the mandate of higher education institutions shall include collaboration for mutual exchanges with the surrounding community, as well as ensuring that the knowledge and expertise found at the higher education institution bring benefit to society.”
Many advantages for researchers
The results of publicly funded research is part of society’s common knowledge. As a researcher, you therefore have an obligation to share your knowledge. There are also several advantages linked to communicating your research:
- Making your research visible, and getting more people to understand why your research field is important.
- Increasing the attention paid to you and your higher education institution. If those who are experts do not come forward, less knowledgeable persons might take up space in the public sphere instead.
- Reaching out to wider audiences can provide your research with new approaches.
- Getting opportunities to get more citations for your research.
- Acting as a role model, and thereby inspiring young persons to become (more) interested in education, research, and the scientific process.
- Making it easier to interact with other actors through improved communication skills.
Science communication can be more or less interactive
Co-creation is characterised by two-way communication, where all parties have their say, and are able to influence the research process. It can be about anything, from identifying ethical obstacles or new research fields to contributing to data collection or taking part and making research results more useable. Examples of co-creation are patient participation, science shops, and citizen science.
Dialogue is characterised by all parties acting as both sender and receiver, for example in dialogue seminars or science cafés, where there is room for everybody to speak and listen to each other’s viewpoints.
Information is characterised by one-way communication aimed at a receiver, such as press releases or popular science articles and lectures, with no or little opportunity for interaction.
Concrete tips for getting started
- Decide what you want to say. What is your main message? What story do you want to tell?
- Who do you want to reach; what is your main target group, and why?
- Give the target group a reason for wanting to read or listen. What is the most interesting?
- Be concrete. Try to use examples from everyday life, metaphors, and analogies.
- Avoid jargon and technical language.
- Use stories to explain processes, connections, and impact. Try to find a narrative.
- Dare to be open about your drivers. Show your passion and talk about what made you study and research your particular subject.
- Ask for help! Contact your communications department. Test presentations and texts on friends and family. If they understand what you want to say without being experts, you have done a good job.
The more you practice, the better you become
Communication is an ongoing process. The more you practice, the better you become. Planning your communication – when, where, how, and for whom – is a precondition for success. This applies also to contacts with journalists. Building relationships increases your chances of getting to talk about your research.
Turn the perspective upside-down!
A scholarly article begins with a background and supporting data before the result and the conclusion are presented. In a news article or when engaging in science communication activities, you should think the other way round: Turn the perspective upside-down! The introduction must spark interest. Show that the subject is topical and then present supporting data.
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