External communication is now an important aspect of researchers’ work, enabling them to share their scientific research with professionals and the general public. However, with the overwhelming amount of information available today, it’s increasingly difficult for science communicators to stand out and remain readable – especially when aiming to effectively communicate scientific knowledge to non-scientists. In this article, we show you what science communication tools are available to you, and when to use them. And to illustrate our point, we take a look at three effective communication campaigns in the field of science.
What are the best science communication tools to help scientists communicate effectively and avoid jargon or misinformation?**
Scientific publications
Let’s start with the basics: scientific publications are among the most important tools in scientific communication. They enable researchers to share their scientific research, discoveries, and ideas with their peers. These publications take many forms, such as articles, theses, research papers, reports, and even book chapters. For any ph.d or seasoned science communicator, they are the foundation of a credible scientific communication plan.
However, while essential, this work often stays within academic circles, making it more of an internal communicationeffort rather than an external science communication strategy. To achieve effective science communication, researchers must translate their findings into formats that are engaging and accessible to non-scientists. This involves breaking down complex scientific concepts into concise, digestible narratives that resonate with diverse target audiences.
Science communicators need to embrace tools like infographics, data storytelling, and image captions to make their research more relatable and actionable. These tools not only help you with your science but also ensure your findings are accessible to combat misinformation and promote scientific literacy.
Pro tip : leverage graphical abstracts! By using digital storytelling platforms to create engaging visual summaries of your work, you can simplify jargon and present your findings in a way that’s easier to understand. Sharing these on social media platforms is a great option for amplifying your message and reaching beyond academia. Tools like social media posts, podcasts, and web content offer an effective way to promote public engagement, educate the public, and support public communication.
Social Networks: A Powerful Tool for Science Communication
According to a study published in Springer Nature in 2021, social media platforms are increasingly used by researchers to communicate science. For instance, 87% of researchers surveyed report using Twitter, 55% LinkedIn, and 40% Facebook. These platforms are now considered some of the best science communication tools, enabling researchers to connect with their audience’s needs and expand their outreach.
Social networks : A powerful tool for science communication
According to a study published in Springer Nature in 2021, social media platforms are increasingly used by researchers to communicate science. For instance, 87% of researchers surveyed report using Twitter, 55% LinkedIn, and 40% Facebook. These platforms are now considered some of the best science communication tools, enabling researchers to connect with their audience’s needs and expand their outreach.
Why social networks matter for science communication ?
Social networks are among the most indispensable tools for a science communicator. They allow you to:
- Promote publications and key findings from peer-reviewed research papers.
- Share ideas and perspectives, encouraging scientific literacy and engagement.
- Participate in online debates, helping to address important issues like public health and misinformation.
- Establish collaborations with fellow researchers and key stakeholders.
Social networks empower researchers to make science more accessible by turning complex scientific concepts into concise and digestible content. Tools such as data storytelling, image captions, and digital storytelling platforms can help simplify jargon and resonate with both experts and non-scientists.
How to use social networks effectively
To ensure effective communication on social media:
- Understand the platforms: Different social media platforms cater to different audiences. For example, Twitter is great for fast-paced discussions, while LinkedIn connects with professionals.
- Identify your target audience: Tailor your web content to the needs of policymakers, students, or the general public.
- Maintain an active presence: Post frequently using an editorial calendar to stay relevant and consistent.
- Vary your content: Use data visualisations, infographics, and video to engage your audience.
- Avoid jargon: Use clear language to make your content easier to understand and foster public communication.
Pro tip : build your reputation through repetition
Consistently posting and sharing your research across platforms helps to solidify your presence and expertise. The more your name appears, the more likely your contributions will resonate with your audience.
By leveraging social media platforms effectively, science communicators can foster public relations, educate policymakers, and promote scientific communication initiatives that make an impact far beyond traditional boundaries.
Conferences and Webinars : a key part of science communication
Conferences and webinars are indispensable science communication tools that allow researchers to share their scientific knowledge and connect with their peers. They provide an excellent platform for showcasing academic research, promoting scientific literacy, and advancing important conversations on issues of our time.
To make the most of these opportunities, researchers must not only present their findings but also engage their audiences effectively, using creative approaches like data storytelling and digital storytelling platforms. These events are also a prime occasion to foster collaborations and drive the advancement of science.
How conferences and webinars support science communication
- Present your work clearly: Avoid jargon and make complex concepts concise and digestible.
- Engage with your audience: Understand your target audiences, whether they’re peers, policy makers, or the general public, and tailor your message accordingly.
- Promote public engagement: Use these platforms as a way to share your research in a way that resonates with a broader audience.
- Build collaborations: Forge connections with stakeholders and researchers from different disciplines, creating opportunities for innovative research projects.
How to stand out at conferences and webinars
To excel at these events, science communicators need to:
- Prepare engaging presentations: Use effective communication techniques such as data visualisations, image captions, and immersive visuals to enhance your message.
- Adapt to various formats: Whether it’s a keynote speech or a panel discussion, be flexible in your approach and understand the cultural nuances of different events.
- Focus on clarity: Simplify complex scientific content without diluting its essence. Use analogies to make it easier to understand and educate the public.
- Interact professionally: Q&A sessions are an opportunity to show your depth of understanding while addressing the audience’s specific concerns.
Practical tip for researchers
Create an editorial strategy for your conference content. Share highlights from your presentations through social media posts or web content on social media platforms like LinkedIn or Twitter. This approach not only increases visibility but also helps build a lasting connection with your audience.
Conferences and webinars aren’t just events; they are initiatives that drive public communication, foster collaboration, and ultimately contribute to the global advancement of science.
Data Visualization, Posters, and Infographics : simplifying science communication
Data visualization is all the rage, and for good reason. These graphic media – including infographics, carousels, motion designs, and posters – are increasingly popular on social media platforms due to their ability to make complex information easier to understand and visually engaging. By blending images with technical terms, these formats serve as powerful tools for researchers to enhance their communication skills and make their studies more accessible.
When executed effectively, data visualization can transform dense content into concise, visually appealing summaries. Whether for public audiences or stakeholders, these media are essential for promoting science literacy and addressing important today topics like public health or environmental challenges.
Why use data visualization and infographics?
- Highlight key findings: Infographics and posters condense the main points of a study, enabling science communicators to focus on the most critical takeaways.
- Engage audiences visually: Motion designs and carousels capture attention and encourage audiences to explore further.
- Adapt to different platforms: From online presentations to printed posters at conferences, these formats are versatile and impactful.
Tips for effective use
- Reuse and repurpose: A single data visualization can serve multiple purposes. Use it in newsletters, conference presentations, or as part of a printed handout.
- Keep it clear and digestible: Avoid overloading your visuals with information. Focus on key points and ensure your graphics are concise and visually balanced.
- Combine with storytelling: Use data storytelling to provide context and meaning to your visuals, making them resonate with both experts and non-scientists.
Our little extra tip: Maximize your content’s potential. Turn one piece of research into multiple assets—an infographic for social media, a slide for a presentation, or a printed poster for a conference. This strategy amplifies your reach and ensures your message stays consistent across platforms.
By leveraging data visualization and graphic media, researchers can bridge the gap between complex studies and public understanding, making these tools essential for effective science communication.
Video and photo : the winning combo for science communication
Video is today’s must-have medium for engaging audiences and sharing scientific content. Combining video with photography creates a powerful duo that allows researchers to tell compelling stories, educate audiences, and bring their work to life in a visually dynamic way.
Science communication is often about finding creative ways to simplify complex concepts. Videos and photos help make science education accessible and relatable. Whether you want to explain your methodology, highlight your findings, or provide a behind-the-scenes look at your research, these formats are among the favorite tools for impactful storytelling.
How to use videos and photos effectively
- Behind-the-scenes videos: Showcase your research process, from setting up experiments to conducting fieldwork.
- Short video vignettes: Explain your methodology step by step in concise, engaging clips tailored to the audience you want to reach.
- Highlights of outdoor studies: Capture moments from field research to illustrate the real-world application of your work.
Pro tip : maximize engagement
When using video and photo, think about the audience you want to communicate with. Are you targeting other scientists, students, or the general public ? Tailor your tone and visuals accordingly to ensure your message resonates.
By leveraging video and photography, researchers can make their work more engaging, impactful, and accessible to a wide range of audiences. It’s the winning combo that combines storytelling with visual appeal to communicate sciencelike never before.
Website : a must-have for science communication
Every company has a website—so why shouldn’t you ? A well-designed website, combined with precise communication actions like an SEO strategy, blog, and newsletters, can become a cornerstone of your science communication toolkit. It allows you to popularize your work, showcase your research, and make it accessible to as many people as possible.
While science communication takes time and effort, the benefits of a dedicated website are undeniable. It provides a centralized platform to:
- Share your research with both scientific peers and the general public.
- Educate your audience by breaking down complex concepts into digestible content.
- Build credibility and visibility through consistent updates and a clear message.
Why are researchers hesitant?
Despite the growing recognition of websites as essential communication tools, many scientists and laboratories hesitate to take the plunge. The reasons often include:
- Time constraints : balancing research and communication can be challenging.
- Lack of expertise : designing, creating, and maintaining a website requires technical skills that many researchers don’t possess.
While companies often allocate resources to web development, this is still an emerging practice in academia. However, investing in a website is important to take your science communication to the next level, ensuring your work reaches beyond academic journals and into the hands of diverse audiences.
How to build the best science communication strategy using effective tools ?
Relevant and effective communication is based on well thought-out strategies. Here are a few tips to help you.
Learn how to tell a captivating story
According to a 2021 study published in the journal Frontiers in Communication, researchers who use storytelling in their communication can increase their visibility and impact with the general public. The study’s authors analyzed scientific press articles on a variety of subjects, including biology, chemistry and physics. They found that those using a narrative structure tended to be shared more on social networks than those built using a more traditional approach. These results suggest that the use of storytelling is an effective way of communicating complex scientific information to the general public and enhancing the impact of research.
We therefore advise researchers to create a captivating story around their work in order to stand out from their competitors.
Here’s an example of Ted X’s well-constructed structure and effective use of storytelling :
Build your strategy with duplicable and reusable content
According to scientific services company Cactus Communications, the use of visuals such as graphs, diagrams and images can increase the impact of scientific communication.
The company’s analysts scrutinized over 250 scientific papers and found that articles that used visuals tended to :
– Be more cited than those that didn’t.
– Be more likely to be shared on social networks
– Be included in presentations at scientific conferences.
Visuals and graphics are therefore an excellent way of communicating research clearly and concisely, but above all they help the audience to understand the work better and remember it more easily.
Be regular and patient
It can’t be said often enough, but the key to communication is to be regular and repeat actions over time. Don’t expect miracles in scientific communication with scattered actions. To build a solid reputation, it’s essential to rely on an editorial line that takes into account your image, your vision and your resources, but also to vary the content you offer your audience.
Discover some case studies in science communication
To help you better understand how to succeed in your external communications, we’ve included three case studies.
Scientific communications support from Expédition 5300
Since 2019, Expedition 5300 has been taking place in La Rinconada, the world’s highest city perched at an altitude of 5300 meters in the Peruvian Andes. An unprecedented scientific and human adventure. Our communications agency Perceptiom is accompanying this mission to document in an authentic way the way of life of the local inhabitants and the progress of the research carried out.
Motion Design and video for Addictovigilance
In collaboration with CNRS and INSERM researchers, university hospital doctors and pharmacists, industrialists and experts from the French Medicines Agency, the Société Française de Pharmacologie et de Thérapeutique promotes pharmacology and its therapeutic implications in France.
NASA’s external communication tools
NASA is known for its exceptional scientific communication. In 2015, it launched a science communication campaign entitled “Journey to Mars”, which aimed to explain the research and development process involved in sending humans to Mars. NASA used videos, images and graphics to explain complex scientific concepts in an accessible way.
The results were impressive: the campaign reached more than 6 million people on social networks and helped increase public interest in space exploration.
These case studies show how communication tools can be successfully used to reach a target audience, raise awareness of important issues and stand out from the competition.
By using the strategies and tools detailed in this article, researchers can enhance their visibility and strengthen their credibility. Indirectly, this also helps to advance scientific research and improve our understanding of the world around us.
However, it’s important to note that setting up an effective communications strategy requires the help of experts. Don’t hesitate to contact us and find out what we can do for you.
Axel Pittet
A communications and marketing specialist, I work with my team to help you develop your image through a strategy based on a variety of communications media (web, media, press relations, social networks, videos, graphics). As founder of Perceptiom, I have developed a 360° vision thanks to my many years of experience with international players. My sole objective: to communicate with panache and high standards.
