Insights and Practical Considerations for Communicating Basic Science
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How can we effectively communicate the importance and beauty of basic science to diverse audiences when it often seems abstract and disconnected from everyday life?
This is a challenge faced by scientists, science communicators, policymakers, and those working in research and public engagement. Basic science, also known as fundamental or curiosity-driven science, focuses on expanding our fundamental understanding of natural phenomena without an immediate goal for practical application. Unlike applied fields such as climate science or vaccine research, which have clear, immediate impacts that resonate with the public, basic science can seem distant and difficult to relate to. This disconnect presents a significant hurdle for those seeking to convey its value.
The recent publication by SciPEP (Science Public Engagement Partnership), Insights and Practical Considerations for Communicating Basic Science (2024), is a response to this challenge. It brings together five years of work focused on understanding how to make basic science communication more effective, sustainable, and relevant. This resource compiles the expertise of over 30 scholars and professionals, offering a synthesis of key themes, takeaways, and new questions to explore for scientists, communicators, trainers, and social science researchers.
The report emerges from SciPEP’s collaboration between the U.S. Department of Energy's Office of Science and The Kavli Foundation, aiming to bridge the gaps identified in science communication, specifically for basic science. The lack of existing resources and guidance for communicating fundamental research has led to a pressing need for new approaches and strategies (SciPEP, 2024).
The Challenge of Setting Clear Goals
One of the biggest challenges in communicating basic science is setting clear, achievable communication goals. Often, communicators default to broad ambitions, such as increasing public awareness, without specifying the desired outcomes. This lack of focus can dilute the impact of communication efforts.
The SciPEP report emphasizes that communicators must move beyond broad ambitions to more targeted outcomes. For example, communication efforts might focus on fostering public trust in science, encouraging young students to pursue STEM fields, or ensuring that policymakers understand the value of funding basic science. By defining specific goals, communicators can better align their efforts with measurable outcomes, leading to more impactful engagement.
This emphasis on goal-setting is exemplified by outreach initiatives like those at the Kavli Institute for Particle Astrophysics and Cosmology (KIPAC). With the guidance of evaluation experts, KIPAC worked to articulate audience-specific goals—a process that transformed their approach to communication. Their new objectives included promoting STEM careers among K-12 students and building trust in science among the Bay Area public (SciPEP, 2024).
Addressing the Relevance Gap
Another major challenge is making basic science relevant to diverse audiences. Basic science may not always have an immediate application, which can make it difficult for the public to see its value. The SciPEP report addresses this challenge by encouraging communicators to explore different dimensions of relevance. Basic science offers insights into the fundamental workings of the universe—knowledge that can inspire awe and wonder. By emphasizing these aspects of discovery and using storytelling techniques, communicators can help non-scientists appreciate the beauty and importance of fundamental research.
The report also highlights the role of curiosity in public engagement. While curiosity is a powerful motivator for scientists, lay audiences may perceive it differently. Understanding these differences is crucial for framing messages that resonate with the public, sparking interest and engagement rather than leaving audiences feeling overwhelmed or disconnected (SciPEP, 2024).
Practical Solutions for Overcoming Barriers
The SciPEP report offers practical solutions to overcome the barriers faced by basic science communicators. One of the recurring themes is the challenge of connecting with diverse audiences. Many institutions that conduct basic science do not adequately incentivize or fund communication efforts, which can hinder outreach. The report provides practical takeaways, labeled as “SciPEP Tips,” to guide communicators through the process of setting goals, identifying relevant audience segments, and choosing appropriate tactics.
Another challenge is the semantics surrounding the term “basic science.” The report suggests that the term might alienate some audiences, who see science primarily as a tool for solving immediate problems. Using language that highlights the long-term value or the inherent curiosity in basic research can help bridge this gap and make communications more accessible and relatable.
Key Actions for Scientists and Communicators
To address these challenges, the SciPEP report outlines several key actions for scientists and science communicators:
Set Specific Goals: Move beyond vague ambitions and define clear, audience-specific goals. Determine what you want your audience to do or feel as a result of your communication efforts.
Understand Your Audience: Recognize that different audiences have different motivations. Tailor your messages to address the interests and values of your target audience, whether they are students, policymakers, or the general public.
Emphasize Relevance: Highlight the long-term value of basic science and its role in expanding our understanding of the universe. Use storytelling to make abstract concepts more tangible and relatable.
Use Effective Language: Avoid jargon and terms that may alienate your audience. Instead, use language that conveys the wonder and curiosity of basic science in a way that resonates with non-scientists.
Leverage Institutional Support: Advocate for better funding and incentives for science communication within your institution. Effective communication requires resources, and institutional support can make a significant difference.
A Call to Action
In the foreword, SciPEP leaders Keegan Sawyer and Brooke Smith call for continued exploration and sharing of effective communication strategies. As they put it:
“We’ve built the rocket, cultivated the launch team, and hit the ignition switch. It’s up to you to steer the vessel, explore this vast space, and come back to share what you discover” (SciPEP, 2024).
This call highlights the collective nature of advancing science communication—a field that requires ongoing learning, collaboration, and adaptation.
Ultimately, Insights and Practical Considerations for Communicating Basic Science is a resource designed to inspire scientists and communicators alike. It offers practical guidance while also emphasizing the complexity and evolving nature of science communication. Whether you are a basic scientist aiming to share your work with a broader audience or a communications professional developing a new engagement strategy, this publication offers a wealth of insights and considerations to help guide your efforts.
We invite you to explore the work in science communication we have done at Conexkt, which already incorporates many of the actions and insights outlined in this document. Visit us our Science Communication Page to learn more. Our projects aim to make science more accessible, engaging, and impactful, leveraging the best practices highlighted by SciPEP.
References
SciPEP. (2024). Insights and Practical Considerations for Communicating Basic Science. Report for the Department of Energy Office of Science and The Kavli Foundation as part of the Science Public Engagement Partnership. DOI: 10.17605/OSF.IO/4KGQF.