This document discusses the importance of communication for physicists and researchers. It explains that the most important part of the scientific process is communicating results to others. There are various ways researchers can share their work, such as through scientific journals for minor findings, press releases for more significant results, or public relations teams at major institutes. Effectively communicating their research allows physicists to generate discussion, build upon their work, get proper credit, and help the public understand physics.

1. Photo via Flickr user Prateek Rungta
Physics and the Media
the Importance of Communication

2. Photo via Flickr user zsoolt
Physics is an
area of study
relevant to
almost
everything
we use on a daily
basis, such as
computers, cars,
the internet and
many others

3. Photo via Flickr user Dimitris Kalogeropoylos
Physics is also
becoming
increasingly
prevalent in the
news and other
forms of media

4. Photo via Flickr user Steve Calcott
Often, new important experiments
and results appear in the news…
But why?

5. Photo via Flickr user uncoolbob
This is important – the
most important part of the
scientific process is
communicating results[1]

6. Photo via Flickr user Grant Hutchinson
Many different
ways to do so
– want to get
earned media
mentions[C1]

7. Photo via Flickr user Mars P.
Which medium to
use depends on
how significant the
results are

8. Photo via Flickr user Tobias von der Haal
Scientific Journals are more general, suited
to minor experiments – a fusion between
news and sponsored magazines[C2]

9. Photo via Flickr user Artur Czachowski
Press releases
are generally
reserved for
more significant
findings

10. Photo via Flickr user Leo Koivulehto
Some major institutes (CERN, NASA, etc.)
have their own PR teams, who work to correct
misconceptions and manage public opinion

11. Photo via Flickr user Rain Rabbit
These PR teams
will often do
journalism of their
own to generate
discussion and
interest

12. Photo credit: Patrick Mansell via Flickr user penn state
This is all important – If you can’t share what
you’ve found effectively, people won’t be able
to understand what has been done or why

13. Photo via Flickr user CollegeDegree360
Physics is
confusing by
nature – one
of the biggest
challenges is
making it
accessible to
the general
public

14. Photo via Flickr user khrawlings
Funding comes from the government and other
external sponsors, so they must be able to
understand what they are giving money to and
why

15. Photo via Flickr user Sebastien Wiertz
Sponsors will
almost always
look to previous
publications – mostly
articles in scientific
journals[2]

16. Photo via Flickr user Corey Balazowich
Types of available media are always
changing – researchers have to evolve with it

17. Photo via Flickr user Jason Howie
The emergence of
new media types
(social media in
particular) has
required
researchers to be
more engaged in
sharing their work[3]

18. Photo via Flickr user Brian Evans
Researchers want their work to be shared as
much as possible - this generates discussion,
allowing themselves and others to build on
this work with more research[C3]

19. Photo via Flickr user reynermedia
Publishing ensures researchers get proper
credit for the work they have done

20. Photo credit: Patrick Mansell via Flickr user penn state
Most importantly, it
allows researchers
to communicate
what they have done
in a way that others
can understand

21. References
[1] Feliú-Mójer, M. I. (2015, February 24). Effective Communication, Better Science.
Retrieved February 24, 2017, from https://blogs.scientificamerican.com/guest-
blog/effective-communication-better-science/
[2] Bucchi, M. (2008). Theories of Public Communication and Science. In Handbook of
Public Communication of Science and Technology (pp. 57-76). New York: Routledge.
[3] Holliman, R., Whitelegg, L., Scanlon, E., Smidt, S., & Thomas, J. (2009). Investigating
science communication in the information age: Implications for public engagement
and popular media. Oxford: Oxford University Press.
[C1] – Module 2, Lecture 2
[C2] – Module 3, Lecture 2
[C3] – Module 2, Lecture 1
All photos used with permission via the Creative Commons License