Is it really two-way communication? Listen, feed back and move forward together.

We talk a lot about public engagement being, in essence, about two-way communication. But is there a genuine to and fro of contribued ideas, shared experiences and imparted knowledge? Are you really taking on board what those involved have to say? And, if so, are you responding? It means more than just giving people a channel to input.
 
You may have set up the mechanisms and opportunities for people to contribute or collaborate, but these need to be part of a bigger communication cycle rather than an end point. Whether it’s about moving things forward or feeding back on why something isn’t feasible, it’s important show that participants voices are heard and their input is valued. You might be the expert in your field, but everyone you involve is an expert in their own way. 
 
Beyond their actual input, whatever that might look like, keep participants in the loop as your project or work progresses. There might or might not be further options for them to influence or be involved, but, in either case, it shows that you respect the time they’ve invested and their contribution.
 
Effective public engagement is about fostering a positive working relationship, building trust and giving participants confidence in you and the process. Show them that you really do see them as a partner in what you want to achieve.

To find out more, read our new book: Public Engagement Made Easy.

© Tangelo House ​​​

How accessible are your communications, really? Identify potential barriers and how to address them.
 
When planning your science communications, how much time do you take to ensure they are widely accessible? You may hope to reach particular target audiences, but have you proactively taken steps in removing potential barriers that could limit access to your communications? How can you proactively help your audience to receive your communications?
 
Try to identify any potential barriers to your science communications reaching their target audience. These might include physical, language or cultural barriers, travel issues, or limited access to technology or events. For each barrier you identify, consider what actions you could take to remove or reduce it, in order to improve the accessibility, and subsequent reach and impact, of your communications. 

To find out more, read our new book: Science Communication Made Easy.

© Tangelo House ​​​

How easy is it to participate? Make sure any activity is convenient and appealing.

Are you making it as easy as possible for your target audience to get involved in your work? 
 
There are lots of different ways to engage with people, depending on your project, what you’re trying to achieve and the scale of involvement you’re seeking. But no matter what method you choose, it needs to be appealing and convenient if you are going to actually get people to come onboard.
 
It's all about turning their interest into involvement. Your target audience might really care about or be affected by the issue you want to address, but that doesn’t automatically mean that those same people are going to actually get involved unless it works for them. 
 
It goes back to the question of ‘what’s in it for them?’ At the very least, you’re asking people to give up their time and share their thoughts, but there’s a good chance you’re asking them for a lot more. Particularly if your aim is collaboration.
 
With that in mind, the format of your engagement has to motivate and enable the right people to take part. Don’t decide on a method because it suits you or it’s an idea you or your colleagues like. Don’t make your target audience come to you. Make sure your activity or method of engagement meets them where they are – whether that’s a physical location, mindset or attitude, or a particular interest or activity. Put them at the centre of your planning and you increase your chances of successful, effective engagement. 
 
To find out more, read our new book: Public Engagement Made Easy.

© Tangelo House 

Are there alternative viewpoints? Check!
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When it comes to science, there is rarely just one view on the issue. Different interpretations and opinions of the evidence frequently crop up and science communicators should have an awareness of the different angles on issues. It’s important to understand the debate in the round and be prepared to address any questions or challenges that may arise when communicating about the topic.
 
Before delivering your science communication messages, it’s a good idea to check them from all angles. Check for alternative viewpoints. Do the alternative viewpoints matter? If not, why not? Could they cause a problem? Do you need to present them too? What could you do to best reflect all sides of the debate or address potential conflicts of opinion?

To find out more, read our new book: Science Communication Made Easy.

© Tangelo House ​​​

Is there anything that people can’t influence? Be upfront and open about the parameters of any involvement. 
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There are lots of things to consider before reaching out to people and inviting them to get involved in your work. It goes without saying that clear roles and goals for people’s involvement is one of the most important. From the outset, people need to know where, when and how they can input. 
 
But part of building an honest, successful working relationship also means being upfront about anything those that participate can’tinfluence. Is there any element of your work or project they’re involved in that is non-negotiable? Exactly what are the parameters of their input or involvement? 
 
You might find that participants themselves have their own limits or boundaries: they might have limited time to offer, or only want to be involved at particular points. Remember, regardless of your agenda, people need to be able to be involved as much, or as little, as they want to. An important part in establishing a strong partnership is both sides being clear about what they can bring to the table. So, be upfront and open about what will be required for a given activity or role – this will help both you and them manage this effectively, and support them in feeling comfortable with how they engage.

To find out more, read our new book: Public Engagement Made Easy.

© Tangelo House ​​

Does your storytelling match your communication channel? Think about your structure, tone and style.

​There is now a vast array of ways to communicate science, from videos, games and events, to articles, infographics and social media threads. Whatever way you choose to communicate, think about what structure, style and tone is most appropriate for that channel. 
 
What will work best depends on the channel of communication. They all require a different approach, whether long or short content, chatty or formal, text-heavy or visual, instructive or participatory, for example.

​To find out more, read our new book: Science Communication Made Easy.

© Tangelo House ​

Public engagement should benefit everyone. You’ve decided what you want - what’s in it for them?

Public engagement and involvement should benefit everyone: the person or organisation driving it and those participating in it. 
 
You might have thought long and hard about how involving others in your work will make a difference and benefit your work before you even set your aim and objectives, but next you need to ask yourself: what’s in it for them? You know what value they can bring, but what can you offer them?
 
Depending on your area of work or project, people’s motivations will inevitably vary. Some of those you really need to involve will be very willing, but others might be more reticent.  Understanding and addressing possible barriers and identifying the perceived benefits people will reap from participating early on is key before inviting anyone to take part in the public engagement process.

To find out more, read our new book: Public Engagement Made Easy.

© Tangelo House ​​

Do you really understand the science? Make sure you understand it before you communicate it.
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It’s never been so easy to communicate with the world, and scientific content has never been so visible. But for all the great science, there is a vast amount of misinformation and disinformation confusing and overwhelming the public. 
 
Good quality science communication relies on good, quality, credible science in the first place. Science communicators should always aim to provide high quality, credible information, to ensure trust in science. But we need to make sure we understand it so we can reflect it accurately. 
 
Before you communicate, double check that you understand the details. It’s all too easy to get in a muddle or be caught out by someone who knows more about it than you. This could risk reputational, and sometimes actual, harms.

To find out more, read our new book: Science Communication Made Easy.

© Tangelo House ​​

What is the purpose of your public engagement? Your aim also needs to outline what you want people to do. 
 
​Establishing a clear aim for what you want to achieve with your project or activity is always important, and something lots of us are very familiar with. But in public engagement this overarching goal also needs to outline what you want people to do. 
 
For anyone to participate effectively and meaningfully, everyone involved needs to understand both what the ultimate destination or goal is, and what their role is in getting there.
 
What endpoint are you hoping to reach? And what do you want to happen as a result of your public engagement? Do you want people to consult or collaborate? How often do you want them to contribute? Think carefully about why you want to engage with people and set out the broad parameters of their involvement as part of your aim.
 
To find out more, read our new book: Public Engagement Made Easy.

© Tangelo House ​

Are you clear on what you want to achieve? Set objectives for your science communication.

When it comes to your science communications, you might be clear on what it is that you want to communicate, but are you just as clear on why you are communicating it? 
 
It’s important to know what you want to achieve. Think about what you want to happen as a result of your communication. Once you have a good idea of what overall outcome you’re hoping to achieve, it’s time to establish some objectives that break down your aim into realistic and measurable goals.
 
Clear objectives should help define what you want to achieve with your science communication and show what success will be measured against.

To find out more, read our new book: Science Communication Made Easy.

© Tangelo House ​