Presentation delivered July 18 in Entebbe, Uganda. This is a short version of a previously delivered talk on key objectives for science communication. Focus was on focusing on perceptions of warmth, listening, identity, competence when choosing communication tactics.

1. In collaboration with Anthony Dudo, UTexas
This material is based upon work supported by
the National Science Foundation (NSF, Grant
AISL 14241214-421723. Any opinions, findings,
conclusions, or recommendations expressed in
this material are those of the authors and do not
necessarily reflect the views of the NSF.

4. 4
Released, October 2016
“Available research
does not support the
claim that increasing
science literacy will
lead to appreciably
greater support for
science in general.”

5. Flickr Creative Commons: dan hodgett, ‘an invitation’
Sharing knowledge will always be important

6. Clear + Focused > Unclear and Rambling
(i.e., little jargon, active voice, clear point, understandable)
Flickr Creative Commons: Mark Hunger ‘Focus’

7. We can make communication complicated …
Public meetings
Media interviews
Social media
Deliberation
Science cafes
Websites
Knowledge
Framing
Perceived caring
Risk/benefit beliefs
Perceived listening
Perceived identity
Normative beliefs
Efficacy beliefs
Policy support
Funding support
Cultural support
Behavior change
Tactics Objectives Goals
Owned media

8. Key communication
outcomes that aren’t knowledge …
Show
you care
Show
you listen
Show you are
competent
Show you
are similar

9. Public engagement
Story-telling

10. Do these
messages
help?
“Others side”
“Anti-science”
“Opponents”
“Deniers”
“Propaganda”
“Misinformation”
“Lies”
“Dispel myths”
“Low awareness”

12. Final thoughts …
There is
no magic
Trust = Warmth,
Listening, etc.
And it takes time