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COMMUNITY:
Peer-reviewed article

Scientists’ Prioritization of Communication Objectives for Public Engagement

February 25, 2016 | Media and Technology
Amid calls from scientific leaders for their colleagues to become more effective public communicators, this study examines the objectives that scientists’ report drive their public engagement behaviors. We explore how scientists evaluate five specific communication objectives, which include informing the public about science, exciting the public about science, strengthening the public’s trust in science, tailoring messages about science, and defending science from misinformation. We use insights from extant research, the theory of planned behavior, and procedural justice theory to identify likely predictors of scientists' views about these communication objectives. Results show that scientists most prioritize communication designed to defend science from misinformation and educate the public about science, and least prioritize communication that seeks to build trust and establish resonance with the public. Regression analyses reveal factors associated with scientists who prioritize each of the five specific communication objectives. Our findings highlight the need for communication trainers to help scientists select specific communication objectives for particular contexts and audiences.

TEAM MEMBERS

  • Anthony Dudo
    Author
    University of Texas at Austin
  • John Besley
    Author
    Michigan State University
  • Citation

    DOI : 10.1371/journal.pone.0148867
    ISSN : 1932-6203
    Publication Name: PLoS One
    Volume: 11
    Number: 2
    Page Number: e0148867

    Funders

    NSF
    Funding Program: AISL
    Award Number: 1421214
    NSF
    Funding Program: AISL
    Award Number: 1421723
    Resource Type: Research Products
    Discipline: General STEM
    Audience: Adults | General Public | Scientists | Evaluators
    Environment Type: Media and Technology | Broadcast Media | Websites, Mobile Apps, and Online Media

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