19 Feb 2017

Communicating science to the public and the media can be a tough proposition, and even the most seasoned professionals need the advice of their peers at times. Today a worldwide group of science communicators has issued a new report summarizing best practices from more than a dozen laboratories and institutions, information that their fellow outreach professionals should find invaluable.
The InterAction Collaboration brings together science communicators from 18 laboratories and institutions from 11 countries. The collaboration was formed in 2003 to coordinate international communications for the science of particle physics and to foster peaceful collaboration across all borders. As part of its mission, in 2008 the collaboration began carrying out peer reviews of the communications and outreach functions of its member and partner organizations. It is from those reviews that the best practices in the new report were drawn.

The report covers more than a dozen categories of communication and outreach activities, including managing reputational risks through communications, strategic approaches to communications and outreach, traditional media (newspapers, television and radio), social media, local community engagement, and internal communications. Specialists at each institution provided testimony and documents on their practices, and the findings were distilled by Terry O’Connor, head of communications for the Science and Technology Facilities Council in the U.K.
“For nearly 10 years we have been digging into the philosophies and techniques behind effective science communication from large research facilities and laboratories,” O’Connor said. “We’re pleased to be able to share what we’ve learned.”

The report lays out several clear recommendations, including articulating the mission and vision of the institution, creating a comprehensive strategic communications plan, maintaining close ties between management and communicators, and keeping one’s message honest and consistent.