Science Communications and Outreach

In This Edition

From the Editors ?? - Topic in Focus ?? - Popular on LinkedIn ?? - Featured ?? - Footnote ??

From the Editors ??

In this issue we discuss the importance of science outreach. Many funding agencies are now requiring public outreach and dissemination of health science research findings as a condition of research grants. We look into how scientific research can be shared with the general public in a way that is understandable to all.

Have you found that this change has made the latest scientific findings more applicable in your daily life? Let us know how this has impacted your life in the comments section.?

We hope you enjoy reading as much we enjoyed creating the content.

Your "Beyond Science" Editorial Team ??

Nesrin, Victoria and Fabian

Topic in Focus ??

What is science outreach??

Science outreach is also known as public outreach in science communication, knowledge translation, and knowledge transfer. It bridges the gap between academic scientific research and the general public by making health science research understandable and accessible to non-specialists.?

Why is science outreach important??

We live in times of unprecedented changes and events in medicine, science, and technology. More and more people want to be equipped with the appropriate literacy to better understand these upheavals and participate in the public discourse. Public education becomes even more a right rather than a “nice to have” and therefore requires appropriate language, formats, and channels to serve a broader audience. Science outreach meets these multi-faceted requirements and contributes to bringing people and science closer together.?

The building blocks of science outreach?

1. A clear purpose: The first thing that needs to be determined before embarking on outreach is defining what the purpose of the communication is. Is it to inform, to educate, to inspire, to raise awareness, to engage? This will influence the decision on what channels, formats, and language should be used. Also, the goals need to be set, e.g., is the purpose to reach a specific audience and/or a defined number of people??
2. Popular channels for specific audiences: Next, it is key to specify the target audiences and what their preferences are in terms of channels that they consume information on. For example, short animations may resonate with a younger audience on social media while more mature audiences may prefer to read an article on a blog, or those that are visually impaired would benefit from listening to a podcast instead.??
3. Engaging formats: Once these 2 factors are determined, then a format can be chosen. Typically, these are 2D/3D animations, infographics, video abstracts, outreach articles, tailored websites, and podcasts.?
4. Understandable language: Using words that everyone can understand is crucial for science outreach. Complex jargon can alienate people and make scientific concepts seem inaccessible. Clear communication in non-specialist and plain language ensures that everyone, regardless of their background, can engage with and understand scientific ideas.?
5. Constant evaluation: Monitoring constantly the success of science outreach with key metrics ensures that content is effectively reaching and resonating with the intended audience. It allows for adjustments to be made based on real data such as user testing results, audience feedback, and digital engagement qualification. These are fundamental to tailor or adapt outreach content and better meet the needs and interests of target audiences.?

Science outreach efforts are essential for promoting scientific literacy, fostering interest in STEM (Science, Technology, Engineering, and Mathematics) fields, and encouraging informed decision-making on scientific issues. By making science more accessible and relatable, outreach activities contribute to building a more scientifically literate society.?

Popular on LinkedIn ??

• Nader Ale Ebrahim wrote about the importance of integrating and leveraging science communication, outreach, visibility, and impact to advance scientific knowledge and its application.?
• Tessa West shared an article that showed that posting research articles on social media increases engagement.?
• Renee (Hui Xin) Ng wrote that while other social media platforms have experienced an exodus of research scientists, LinkedIn is a better channel for STEM outreach and science communication.??
• Nataliya Andreychuk wrote about the challenges of patient health education/literacy, outreach messaging, and engagement that is personalized, relevant, and appropriate for all in the pharma industry.?
• Giuseppe Forestieri shared the importance of visual and creative approaches for improving science communication and outreach, and to bridge the gap between the scientific community and non-specialists.?
• Mike Davis wrote about the importance of making science outreach and engagement fun, and for scientists to remember the curiosity and wonder that got them into the science field when sharing their scientific expertise.??

Featured ??

Nobel prize winners Paul Nurse and Peter Doherty participated in public outreach with interviews in Research Features and a podcast to make scientific research more accessible and understandable.

Explore the science outreach project that was conducted with researchers at the 英国约克大学 and South Tees Hospitals NHS Foundation Trust in the UK. Their UK Frozen Shoulder Trial (UK FroST) was showcased through 2D animation,?making it applicable in daily life and easily understandable for all.

?Discover more about science communication and outreach in the webinar “Impact Beyond Academia: Advancing Science Communication After Publication” with Paul Lavender and Alastair Cook. Delve further into the strategies and techniques that can be used to disseminate health science research beyond academic circles, to engage the general public and amplify the societal impact.

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Footnote ??

• In a recent Healthcare Experience Matters Podcast, Catherine Richards Golini, PhD, Healthcare Editor with Karger, and plain language expert, discussed patient education and health literacy in the digital age and rapidly expanding AI technologies.

• Improve the understanding and reach of your research with the general public through our outreach services.