Alright, science friends, let’s talk about evolution! Specifically, the evolution of science communication.
Even in just my short 28 years, the way we communicate science (or any kind of information, really) has changed dramatically. The rise of social media, especially, has sped up the sharing of information—and misinformation.
For this blog post, I interviewed one of the best storytellers I know, Linda Weiford. Linda worked as a newspaper journalist in Alaska during the ‘90s before transitioning to news writing and public relations at Washington State University (WSU). She’s seen firsthand how science communication has changed over the last 20 years.
Currently, she works as an engineering content writer for Schweitzer Engineering Laboratories (SEL) in Pullman, WA. She communicates SEL’s inventions and solutions through written storytelling, which requires distilling complex engineering information into a concise and compelling story. She also mentors young writers.
“During my many years as a journalist, I developed a ‘nose for news,’ an instinctual feeling for what makes a good story. So not only do I sniff out stories, I interview technical experts and do a lot of writing and editing,” Linda said.
Here’s our Q&A:
What are the biggest science communication challenges you face in your role?
After working at WSU as a science writer for seven years, I came to SEL 10 months ago thinking I could easily transition from writing about molecular biology and genetics to engineering. Instead, I found myself immersed in a professional world seeped in new terminology, concepts, and line diagrams.
Consequently, I must learn about highly technical information, then translate it to write engaging stories that appeal to both technical and non-technical audiences. Challenging—even mind-mending—but also exhilarating. Getting a story approved is like crossing the finish line in a 10-K.
How has science communication changed during your career?
I was a medical writer for the Anchorage Daily News during the ‘90s, when most readers still read hard-copy newspapers. Social media barely existed yet. Carl Sagan and Bill Nye the Science Guy were on the brink of popularizing science by making scientific topics relevant and interesting to the broader public.
Today, we have many more science communicators, such as Neil deGrasse Tyson, Brian Cox, and Liz Bonnin, who have more avenues to communicate with their audiences. As a result, we have a more scientifically-informed public. The flip side is that the web is saturated with PR hacks and self-professed scientific experts who disseminate scientific misinformation with no scrutiny from good editors.
What advice do you have for aspiring science communicators?
- Don’t sensationalizing scientific findings.
- Don’t be afraid to tell an expert that you don’t understand, and if you don’t, the public won’t either.
- Connect some invention, discovery, or event to an audience – and then build the bridge the best you can.
Check out my Q&A with Rachel Webber, the creative mastermind behind Dr. Universe.
Meredith Metsker 