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With more than three decades of experience in the domain of science communication, Pensoft has a rich perspective on what it takes to bring science into the spotlight. A testament to this is its growing projects department, where the public face of some of Europe’s most innovative research undertakings is being moulded by a cohort of experts.
Among their ranks is Teodor Metodiev, a communicator with years of experience when it comes to bridging the gap between the scientific and the public. He recently sat down for an interview to share his observations on the significance, challenges and lessons of the job.
Read below to find out how effective engagement can make today’s research tomorrow’s reality.
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Why is science communication important and how can it influence the scope and impact of today’s research?
I believe science communication is fundamental because it eliminates the gap between researchers and users of their work, be they policymakers, practitioners or other stakeholders. By combining novel and traditional communication methods, scientific knowledge, results and data are much more likely to be shared, understood, and applied. If not communicated effectively, scientific results and advances have no real impact and are simply lost in an avalanche of emerging new information.
What are the most common challenges you encounter as a science communicator?
There are many diverse challenges one could encounter as a science communicator! I believe the most common one is the overall complexity of science, which is sometimes very difficult to communicate in a clear, visually appealing way. For me personally, one of the greater challenges is to delve into controversial topics such as climate change, vaccines, or genetic engineering, where emotions and ideologies may run high.
How can complex technical concepts be made accessible to non-science stakeholders and the general public?
Making complex concepts accessible to the general public is among the main responsibilities of a science communicator. There are many different approaches to do that, but it ultimately depends on the audience you want to engage – for example, you would not necessarily want to interact with a farmer through policy briefs. In general, I would list three main ‘pillars’ that can be considered when dealing with complex scientific information:
- Simplify the language and avoid scientific jargon (i.e. by using short sentences with a clear structure)
- Always leverage visual aids, such as infographics, animations, videos or graphical abstracts
- Try to present the information in a narrative-like form – start with the background and problem, and then explain the solutions you are offering.
By adhering to these simple steps, I believe most challenging scientific concepts can be easily translated into an understandable format for laypersons or other stakeholder groups!
Which indicators do you consider crucial when assessing the success of a science communication campaign?
In my view, the success of any science communication campaign should be measured beyond quantitative indicators. Sure, audience reach, number of impressions and demographic data are important, but real success should be assessed through active engagement (i.e. comments or questions towards the topic, participation in events or activities, feedback and criticism from evaluation surveys, etc). I believe that monitoring these qualitative indicators on an ongoing basis is instrumental for a long-term awareness and understanding of a given topic over time.
What has made Pensoft unique and effective in the field of science communication?
I honestly believe the driving force behind Pensoft’s success in science communication is the motivated team behind it – it has demonstrated that an openness to engage, combined with an urge to learn and expand your horizons, is ultimately the making of a successful science communicator. In addition to being curious and forthcoming, an environmental conscience is another fundamental characteristic of Pensoft which surely resonates with all of its members!
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Explore past and present research projects in Pensoft’s communication portfolio.