Communicating science: Sending the right message to the right audience

Abstract

For science communication to be effective, scientists must understand which sources of information their target audiences most frequently use and trust. We surveyed academic and non-academic scientists, natural resource managers, policymakers, students, and the general public about how they access, trust, and communicate scientific information. We found trust and use of information sources was related to participant age and group identity, but all groups had high levels of use and trust of personal experience and colleagues. Academic journals were the most trusted source by all groups, and social media the least trusted by most groups. The level of communication between target groups was not always bilateral, with the public generally perceiving their interaction with all other groups as low. These results provide remarkable insight into the flow of scientific information. We present these findings in the context of facilitating information flow between scientists and other stakeholders of scientific information.

Keywords

• audience engagement
• mixed models
• news outlets
• personal experience
• social media
• targeted outreach