Science communication and the media: What role does it play in public engagement and trust?

Back in August, the American Academy of Arts & Sciences published a collection of essays on the sometimes strained relationship between scientists and the media. Two essays in particular highlight issues which impact on the context in which science must engage with the public.

The essay ‘Managing the Trust Portfolio: Science Public Relations and Social Responsibility’ points a finger at traditional public relations methods which have been adopted by science bodies. ‘What is most significant’ argue the authors, ‘is the direction of information flow: it is overwhelmingly one-way, from the organisation to its public or publics, with few feedback loops from the public to the laboratory bench.’ When little or no attempt is made to interact with interested parties outside the organisation except to provide information, the public and the press become suspicious of the organisation’s motives. The authors argue that dialogue-driven stakeholder engagement produces better long-term relationships with the public.

In an essay on ‘The Scientist as Citizen’ Cornelia Dean calls to scientists to accept a duty as citizens to get involved in public policy decisions relating to science. However, she also highlights some of the practical challenges which occur when scientists try to do so. She notes that science as an institution rewards research findings and publication in scholarly literature – scientists do not earn grants or promotion from explaining things to reporters. Furthermore, journalists who are keen to ‘show both sides of the story’ can give an exaggerated impression of dissent on scientific issues. The result can be a public image of science which is polarised and intimidating.

The focus of these essays is how to use the media to develop trust and educate the public. However, providing the public with information in the media which is accessible, and inviting them into a conversation which is open and inclusive is key to taking the next step and engaging them more deeply.