I don't consider it hyperbole to suggest that the ability of scientists to communicate effectively with the world at large is one of the most important challenges facing society today. We live in a world, after all, where misinformation, outright lies, conspiracy theories, and political doublespeak are pervasive, aided by the ubiquity of social media, its global influence, and the addiction many have to it. Social media has the power to reinforce falsehood; at times very dangerous falsehood, to render untruth a veritable gospel.
It was a sobering moment for me when the former President of the United States plainly stated that "scientists don't what they are talking about" and advocated injections of bleach as a remedy for COVID. Media personalities on right-wing television stations tell baldface lies night after night, yet they have a huge following of sycophantic adherents for whom fantasy becomes reality. Unprincipled politicians too have no qualms about spreading lies, attacking scientists, restricting the flow of information, and engaging in whatever underhanded techniques will ease their path to re-election. And a gullible public falls for it all too often.
Christopher Reddy has been in the public eye through several significant environmental crises and has learned from painful experience that inadequate or inefficient communication, and the denial of truth and vicious personal attacks, can exact a very heavy toll on a scientist. In this book he has offered ten themes that should be considered as part of an effective response to an environmental crisis, bearing in mind that the message needs to be tailored to the audience - not diluted or diminished, mind you, but appropriate to the people receiving it. A presentation to a homeowners' association, for example, should not be heavy on scientific jargon, accompanied by graphs and statistics. It is important for scientists to recognize that all people do not have the same levels of higher education, or education in the same field, yet they are no less part of the community with an equal stake in the outcome. No one should ever be talked down to. A scientist is also a citizen, no more, no less than a philosopher, a school teacher or a plumber. Successful outcomes benefit all equally.
Reddy provides an outline for dealing with a congressional hearing and one piece of advice is "....always defer to the people holding the hearing. Don't go toe to toe with them, because you will never win." While that may be true most of the time, bearing in mind the end-game, I was nevertheless delighted to see the highly esteemed, dedicated, impeccable scientist and decent human being, Dr. Anthony Fauci, put Senator Rand Paul in his place, and not back down at all. Fauci and Paul hardly merit mention in the same sentence!
This is a textbook for young scientists to use as a template when interacting with the world outside their laboratory. Communication skills are vitally important to maintaining an informed public and building trust in the scientific community, a trust we need now more than ever.
Science Communication in a Crisis: An Insider's Guide - Routledge, Taylor & Francis Group
Christopher Reddy
Paperback - US$29.95 - ISBN: 9781032377803
172 pages - 13 black-and-white illustrations
Publication date: 10 May, 2023
