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28. Feb. 2025
Photo: Jana Plavec, Czech Academy of Science
"Brand is how others talk about you when you're not in the room." This applies to individuals, institutions, and entire fields – including science. What kind of 'brand' does science have in the public eye? And how should we talk about it? Is it enough for scientists to discuss their research in laboratories? Or should we aim for scientific topics to be discussed by ladies over coffee and cake in a café?
Science is part of everyday life, and therefore, it is crucial that it extends beyond academia. Scientists themselves can play a fundamental role in shaping how science is perceived in society. If they can communicate their findings more effectively and work well with journalists, they can ensure that scientific topics become accessible to a wider audience – even in casual conversations over coffee. There are countless ways to communicate science, but we have selected some insights from the Science Communication Conference in Prague this February, where we met Iain Stewart, a geoscientist and science communicator who has collaborated with the BBC for many years.
How to turn science into a story
Science communication takes many forms, but one universal rule applies: stories and emotions resonate across all human interactions. However, discovering the power of storytelling is not a ground-breaking revelation. Every skilled communicator knows this concept, but like any tool, storytelling can be applied in countless ways – and it is most effective when scientific findings are placed in a context familiar to people through their own experiences. Why?
Scientists focus on understanding how the world works and sharing facts. However, the public often asks different questions: What is this discovery good for? How does it affect my life? That’s why it’s crucial to use communication methods that feel natural to people – such as storytelling. The most powerful stories come from personal experiences: when scientists connect their research to situations they have personally encountered, they capture the audience’s interest more effectively. And if they cannot place themselves at the centre of their research, they can relate it to subjects their audience finds engaging – like cooking, traveling, or history.
“Mastering the art of storytelling doesn’t just enhance public engagement – it also strengthens a scientist’s academic credentials and skills. Understanding the basic principles of storytelling allows researchers to write more impactful scientific articles, deliver more engaging conference presentations, and craft compelling funding proposals,” says Iain Stewart. “In essence, becoming a better storyteller can improve both how science is communicated and how it is practiced within academia,” he concludes.
Iain Stewart himself demonstrated the power of storytelling in his own experiment, locking himself inside a glass chamber surrounded by plants to illustrate how photosynthesis helps humans survive. This project was part of his documentary series and was designed to vividly demonstrate the process of converting carbon dioxide into oxygen. Through this experience, he became not only a guide to scientific knowledge but also a central character in a story that captivated the public.
Journalists are not the enemies – find common ground
Scientists often encounter journalists who ask questions that seem irrelevant or unimportant to them. In such cases, Iain Stewart offers a useful tip: ask journalists why they are interested in the topic and what led them to their questions. This approach helps create a more natural dialogue and allows scientists to steer the conversation toward the key message of their research.
And if a conversation turns confrontational? Instead of aggressively defending scientific facts, it is often more effective to understand where the other person’s views come from. Asking questions that uncover the sources of information and beliefs can lead to more productive discussions and help make science more accessible to those who might initially be sceptical.
How CEITEC brings science to the people
At CEITEC Masaryk University, we strive to communicate science in various ways to make it accessible not only to the scientific community but also to the general public.
- Junior scientists have the opportunity to present their research in a popular-science format every second Wednesday of the month, speaking to colleagues from different laboratories and departments across the university campus.
- Our researchers participate in popular science events such as Researchers' Night, Brain Awareness Week, and the Academia Film Olomouc (AFO) festival.
- We support scientists in social media communication – offering guidance on how to effectively share their findings and reach a broader audience.
- We seek visually engaging ways to communicate science, such as through illustrations or in-depth popular-science interviews.
- We showcase the beauty of science to the public – using images from microscopes and computer simulations.
- We connect scientific discoveries with everyday life – for example, two of our scientists founded a startup that prints authentic scientific patterns on fabric and turns them into accessories and clothing. When Maria Leptin, President of the European Research Council, visited us, we gave her a scarf featuring a design of human embryonic stem cells from their collection!
We believe that science communication is not just the responsibility of PR departments or professional science communicators. Every scientist who can speak about their work with enthusiasm and clarity contributes to building a positive image of science in society. And the more science is talked about – in laboratories, in the media, …and in cafés – the better.
3 questions for Iain Stewart about science communication
What is the biggest misconception scientists have about science communication that has stood out to you over the years?
I think this is the so-called 'deficit' thinking in which they assume that telling people information, and constructing logical, factual arguments are the key to getting public comprehension. That may well be the default way to work in science, but it is very limited in public exchanges. Generally, a better working mantra is 'people don't care what you know, they want to know that you care'. Empathy and authentic relations with the audience you want to reach is critical.
If you could give scientists one piece of advice to immediately improve their communication, what would it be?
Just do it. You can over-think science communication, certainly in the early stages of getting going. Communication can start with very simple conversations with friends and family and those groups that we are most connected with. Developing your own way and style to engage these easy-to-reach groups is really important. So, getting some basic communications off the ground and seeing what works (and doesn't!) is critical. Make your mistakes early and they will be small ones. And you will be more ready for the bigger communication opportunities that come later.
Have you ever encountered an unexpectedly effective or unconventional method of science popularization that could inspire others?
I don't do computer games myself, but this is certainly one area that I think could be really important. We had a PhD student explore this, developing computer visualisation of volcanic eruptions that had occurred just outside of local community memory, and it was amazing to see the effects that these simulations (based on the real field data) had on local school kids (and their parents). It really opened their eyes to something that they had not been aware of. We wrote it up in an article on European Geosciences Union (EGU) website.
We would like to thank the Czech Academy of Sciences, Charles University and SciComHub for an extremely interesting and beneficial conference.
A recording of the keynote lecture by geologist and science populariser Iain Stewart can be found HERE.
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