Science Communication beyond Journal Publications Workshop

🌍 Science Not Shared is Science Lost: Bridging the Gap Between Research and Impact 🎙️📖

In the heart of Africa, where innovation meets resilience, lies an untapped reservoir of scientific brilliance. Yet, too often, groundbreaking research remains confined within the walls of journals, inaccessible to the communities it seeks to serve. This February, I am thrilled to join the "Science Communication Beyond Journal Publications" workshop at the Uganda Virus Research Institute (UVRI) as one of the lead trainers. Together, we will unravel the power of storytelling, creative media, and strategic communication to amplify science's voice beyond academia.

Science is not just about discovery—it's about connection. Imagine a researcher in Kampala whose work could transform public health policy but struggles to translate their findings into actionable insights for policymakers. Or a young scientist in Nairobi whose groundbreaking study on climate resilience could inspire farmers but remains buried in technical jargon. These stories matter. They hold the potential to change lives and rewrite Africa’s narrative on poverty and development.

At this workshop, we will explore how scientists can collaborate with communicators to craft compelling stories that resonate with policymakers, communities, and global audiences alike. From podcasts that bring lab discoveries to life 🎧 to press releases that spark media attention 📰 and digital tools that democratize knowledge 🌐—we will empower participants to make their research accessible and impactful.

This mission aligns deeply with my belief that Africa MUST change the way it tackles poverty. Science communication is not just about sharing knowledge; it's about driving action. When researchers effectively communicate their work, they empower communities with solutions rooted in evidence. They influence policies that prioritize sustainable development. They inspire innovation that addresses grassroots challenges.

Let us humanize science—infuse it with stories of hope, struggle, and triumph—and ensure it reaches those who need it most. Because when science connects with people, it transforms lives.

To my fellow scientists and communicators: this is our call to action. Let’s bridge the gap between discovery and impact. Let’s co-create stories that not only inform but inspire action across Africa and beyond.

2. Science Communication and the Media: A
Workshop for African Scientists and Media
Practitioners
Welcome to our workshop designed to bridge the gap between science and the public in Africa! This intensive program
equips African scientists and researchers with the skills to effectively communicate their work. We also provide media
practitioners with strategies to collaborate with scientists, ensuring accurate and engaging science reporting. Together,
we'll explore effective communication techniques, digital media strategies, and ethical considerations, fostering a vibrant
science communication landscape across the continent. Our ultimate goal is to enhance public understanding and
engagement with African science.
by Let's Create Africa

3. Practical Skills: Hands-on Activities
1 Podcast Episode Brainstorming
2 Storytelling Practice
3 Press Release Drafting
Hands-on activities enhance learning and engagement. Brainstorming podcast episode ideas, practicing storytelling
techniques, and drafting press releases provide practical experience. These activities build confidence and improve
science communication skills.

4. Navigating the African Media Landscape
Understanding the Media
Ecosystem
Africa's media landscape is diverse
and dynamic, encompassing
traditional outlets like newspapers
and radio, alongside a growing digital
sphere. Understanding this
ecosystem involves recognising key
players, their audience
demographics, and dominant
narratives. This enables targeted
communication strategies.
Building Media Relationships
Cultivating relationships with
journalists is crucial for effective
science communication. This
involves identifying journalists
interested in science, understanding
their needs, and providing them with
accurate, accessible information.
Regular engagement fosters trust
and improves science reporting.
Ethical Science
Communication
Maintaining ethical standards is
paramount. Transparency, accuracy,
and avoiding sensationalism build
credibility. Clearly differentiating
between established findings and
preliminary research is essential.
Respecting intellectual property
rights and obtaining informed
consent when involving human
subjects are vital.

5. Social Media: Communicating Science in the Digital
Age
Platform Selection
1
Content Creation2
Community Engagement
3
Leveraging social media platforms effectively expands the reach of science communication. Creating engaging content tailored for
different channels attracts diverse audiences. Actively managing online discussions and addressing misinformation fosters informed
public discourse.

6. Creating Engaging Visual Content for Digital
Media
Infographics
Infographics simplify complex data
through visual representation.
Combining clear text with
compelling visuals enhances
understanding and retention. Well-
designed infographics are easily
shareable, expanding audience
reach.
Videos
Videos capture attention and
convey information dynamically.
Short, engaging videos explaining
scientific concepts or showcasing
research projects are highly
effective. Videos humanise
science and foster emotional
connections.
Blogs & Websites
Blogs and websites provide
platforms for in-depth science
communication. Regular posts,
articles, and research updates
keep audiences informed.
Interactive features and multimedia
elements enhance user
engagement.

7. Technology Integration: Utilizing Digital Tools
Audio/Video Editing
Using audio and video editing software enhances content quality. Learning basic editing techniques improves
storytelling and engagement. Professional-looking content attracts broader audiences.
Social Media Platforms
Effectively using social media platforms expands reach and visibility. Learning platform-specific strategies
increases engagement. Optimizing content for different channels maximizes impact.
Analytics Tools
Utilizing analytics tools measures communication effectiveness. Tracking metrics informs content strategy
and improves engagement. Data-driven decisions optimize communication efforts.

8. Digital Platforms for Science Communication
1
Blogs
Blogging enables scientists to share insights,
engage in discussions, and build a following.
Regular posts on research findings, perspectives,
and current events establish expertise and foster
community.
2
Websites
Dedicated websites provide comprehensive
platforms for showcasing research projects and
achievements. Websites can host multimedia
content, interactive tools, and resources for the
public, enhancing engagement.3
Social Media
Social media platforms extend the reach of
science communication to diverse audiences.
Sharing updates, engaging in conversations, and
participating in trending topics increases visibility
and impact.

9. Podcasts: A Powerful Medium for Science
Communication
Potential of Podcasts
Podcasts offer a compelling medium
to engage audiences with science.
Their accessibility, on-demand nature,
and ability to convey complex
information through storytelling make
them valuable tools. They can reach
diverse audiences and build trust.
Key Elements
Successful science podcasts hinge on
engaging storytelling, high-quality
sound design, and active audience
engagement. Narratives should be
compelling, relatable, and scientifically
accurate. Sound design enhances
listener experience, and interaction
fosters community.
African Examples
Africa Science Focus and Mawazo
Ideas Podcast showcase the potential
of African science podcasts. They
provide platforms for researchers to
share their work, discuss critical
issues, and connect with broader
audiences. They exemplify effective
science communication.

12. Crafting Compelling Science
Stories
1
The Power of Narrative
Storytelling is a potent tool for
humanising science and making it
relatable. Using anecdotes,
metaphors, and analogies
transforms complex data into
engaging narratives. Stories capture
attention, foster understanding, and
promote knowledge retention.
2
Techniques for Engagement
Anecdotes bring personal
experiences to science, making it
less abstract. Metaphors and
analogies simplify complex
concepts by relating them to familiar
ideas. Narratives provide structure
and context, guiding audiences
through scientific journeys.
3
African Context Examples
Analyzing successful science communication stories from Africa reveals effective
approaches. Identifying culturally relevant narratives, addressing local challenges,
and highlighting African contributions inspires and resonates with regional
audiences.

13. Measuring the Impact of
Digital Science
Communication
4
Key Metrics
Website traffic, social media
engagement (likes, shares,
comments), and media mentions
indicate reach. Tracking these
metrics provides valuable insights
into communication effectiveness.
12
Analytics Tools
Utilizing analytics tools like Google
Analytics and social media
analytics platforms measures
audience behaviour. Analysing
data informs content strategy and
improves engagement.
20
Feedback Loops
Collecting audience feedback
through surveys, comments, and
direct interaction provides
qualitative data. Incorporating
feedback improves communication
and strengthens audience
relationships.

14. Science Communication for Policy Engagement
1
Action
2 Engagement
3 Understanding
4 Awareness
Communicating scientific findings to policymakers requires a strategic approach. By raising awareness, fostering
understanding, encouraging engagement, and promoting action, scientists can influence policy decisions and contribute to
societal progress. This layered approach strengthens evidence-based policymaking and promotes sustainable
development.

15. African Context: Culturally Relevant Approaches
Cultural Integration
Integrating science communication with
local cultures enhances understanding and
relevance. Utilizing traditional storytelling,
music, and art forms connects with
audiences on a deeper level. Respecting
cultural values fosters trust and
engagement.
Language Diversity
Communicating science in local languages
expands reach and accessibility.
Translating materials, conducting outreach
in vernacular languages, and supporting
multilingual science communicators
ensures inclusivity. Language diversity
promotes understanding.
Community Engagement
Engaging with local communities
strengthens science communication
efforts. Conducting workshops,
participating in community events, and
addressing local concerns fosters trust.
Collaborative approaches promote shared
ownership of knowledge.

18. Mentorship and Feedback:
Learning from Experts
Experienced
Communicators
Connecting with
experienced science
communicators provides
invaluable guidance.
Mentors offer feedback,
share insights, and
provide career advice.
Learning from experts
accelerates skill
development.
Constructive
Criticism
Receiving constructive
feedback improves
communication
effectiveness. Identifying
areas for improvement,
refining techniques, and
adapting strategies
strengthens
communication skills.
Continuous improvement
is essential.
Supportive
Community
Building a supportive
community fosters
collaboration and growth.
Sharing experiences,
providing
encouragement, and
celebrating successes
strengthens science
communication efforts.
Networking promotes
collective learning.

19. Networking and Collaboration: Building a
Community
1
2
3
Networking among participants fosters a supportive community. Sharing experiences, collaborating on projects, and learning from
peers strengthens science communication efforts. Collective growth enhances the impact of African science.
Peer-to-Peer Learning
Knowledge Sharing
Collaborative Projects

20. Communicating Science to Policymakers
Understanding Policy Needs
Policymakers require concise,
evidence-based information to make
informed decisions. Tailoring
scientific findings to address specific
policy needs enhances relevance
and impact. Collaborating with policy
advisors ensures effective
communication.
Advocating for Science
Scientists can advocate for science-
based policies by presenting
research findings, participating in
public consultations, and engaging
with government officials. Building
trust and providing reliable
information fosters evidence-based
policymaking.
Engaging the Public
Engaging the public on policy issues
related to science fosters informed
debate. Communicating complex
topics in accessible language,
addressing concerns, and
encouraging participation
strengthens democratic processes.

21. Press Releases: Sharing Your Study Findings
Effectively
Key Elements
Compelling press releases feature attention-grabbing headlines, concise lead paragraphs, and clear
statements of key findings. Highlighting the impact of the research and providing researcher contact
information ensures media coverage.
African Research Examples
Examining successful science press releases from African researchers demonstrates effective strategies.
Analyzing structure, tone, and distribution channels provides valuable insights. Learning from these examples
improves communication skills.
Tailoring for Media Outlets
Adapting press releases for different media outlets maximizes impact. Newspapers require detailed
information, online news sites need concise summaries, and social media demands engaging visuals.
Tailoring ensures optimal audience reach.

22. List of Resources: Tools for
Success
•Readings on science communication best practices.
•Videos showcasing effective communication techniques.
•Online tools for audio/video editing and data analysis.
•Contact information for experienced science communicators.

23. Evaluation Criteria: Measuring Learning and
Effectiveness
Knowledge Gain
Assessing participant understanding
of key concepts and principles.
Evaluating ability to apply knowledge
in practical scenarios.
Skill Development
Measuring improvement in
communication skills through hands-
on activities. Assessing ability to
create engaging content and
communicate effectively.
Workshop Feedback
Collecting participant feedback on
workshop content and delivery.
Analyzing feedback to improve future
training sessions.

24. Preparing a Press Release
for your study findings

25. •High Impact Factor journal
•Is the article under embargo?
•Is there a possibility for a joint press release
to ensure broader reach
•Communication with authors – language for the
public and a broader readership
•Distribution
(local, regional, national or international targets)
•Choice of platform

26. Press Releases
Monitor success rate

27. Press and Media
Collections of articles
emanating from the work
of the Components
Italian Press International Press
•Organic press coverage
•Monitor articles published
•Invest in news alert / aggregator tools
to measure success

28. ICGEB Communications,
Public Information and Outreach
Suzanne Kerbavcic
[email protected]
www.icgeb.org
Thank you