Communicating science to non-experts in compelling, convincing ways feels more important than ever. But the accepted language of academic reporting as well as the established norms of most scientific fields can set scientists up for trouble.
Here’s just one perfect example of how science messages can be misunderstood: When scientists say “very likely” they mean the chances are greater than 90 percent—like, basically, it’s happening. But researchers have found that to a non-scientist, “very likely” sounds more like a 62 percent chance. That’s a big difference.
Plus, political opponents of climate action have tried to use this confusion to sow the seeds of doubt and stall progress.
So, a reporter is on the phone or a panel discussion is on the calendar…What’s a scientist to do?
Here’s a short video outlining four messaging guidelines that help climate communicators avoid the most common pitfalls and to be ready to go with compelling messages.
