Are Scientists Bad at PR?
From global warming to evolution to vaccine safety, the public consistently (and sometimes increasingly) doesn’t know or doesn’t believe the scientific consensus. A new piece in Wired magazine claims this is because scientists are bad at PR:
On the final day of last winter’s meeting of the American Association for the Advancement of Science, a panel convened to discuss the growing problem of climate change denial. It went poorly[…] What the scientists should have been asking was how they could reverse the problem. And the answer isn’t more science; it’s better PR[…]
“They need to make people answer the questions, What’s in it for me? How does it affect my daily life? What can I do that will make a difference? Answering these questions is what’s going to start a conversation,” Bush [CEO of a PR firm] says. “The messaging up to this point has been ‘Here are our findings. Read it and believe.’ The deniers are convincing people that the science is propaganda.”
It’s hard to argue that good PR might improve science outreach, but there are several problems with this approach. One, as the author notes, is that scientists hate the idea of “spin.” You shouldn’t have to spin good science, the evidence should speak for itself. Unfortunately, the vast majority of Americans don’t have the ability to interface directly with the evidence; most scientific journals are locked behind pay-walls, and even with access, the general public would be hard pressed to penetrate the dense, jargon-filled articles. After four years of college and several years working in biology labs, I finally started getting proficient at reading primary biology papers a year into graduate school.
Another problem: who pays for the PR? It’s all well and good for Tiger Woods to pay a professional PR firm, but scientists spend enough time writing grants for money to do experiments. And scientists are mostly decentralized, there’s no organized structure for coordinating this sort of effort even if it was desired. Maybe the government could step in, but politicians are generally scientifically illiterate, and some are in the anti-science camp themselves.
I have mixed feelings, but I think the best place to start is with education in schools. That’s more of a long term strategy though. In the short term, I’m not sure what to do, but professional PR people are probably not the answer.