Science Communication Newsletter

SPRING 2025

Dear science communication colleagues and friends,

I hope this message finds you well and as passionate as ever about connecting science with society. As peers in the science communication community, we share a mission: to engage the public, inspire curiosity, and build trust in science. In this newsletter, I want to speak to you not just as professionals, but as partners on this journey. Whether you’re a fellow consultant, researcher, or outreach enthusiast, we are in this together – learning from each other and collaborating to elevate our field. I’m reaching out ahead of the upcoming EUSEA 2025 conference with some reflections and opportunities. Together, let’s continue fostering a warm, supportive network where our combined efforts make a real difference.

Building Public Trust in Science Communication

In an age of misinformation and rapid change, public trust in science has become more crucial – and more challenging – than ever. Recent surveys suggest nearly half of people feel scientists struggle to communicate with everyday folks, reinforcing what many of us sense: science has a communication problem. The good news is that we, as science communicators, are uniquely positioned to bridge this gap. Trustworthy communication isn’t just about getting the facts right (though that’s vital); it’s about connecting with people’s values, fears, and hopes in an honest and relatable way.

So how can we build and sustain public trust in science? Based on my experience and research, here are a few key approaches:

1. Know your Audience & Listen:

Effective outreach begins with understanding whom you’re talking to. Are you engaging policy makers, students, or communities with local concerns? Tailor your message to their context. There’s no one-size-fits-all in sci-comm. Spend time listening to your audience’s questions and perspectives – this dialogue is the foundation of trust.

2. Communicate with Clarity & Transparency:

Sir Mark Walport famously said “science isn’t finished until it’s communicated.” I’d add: communicated effectively. Use clear, jargon-free language and explain not just what we know, but how we know it. Be open about uncertainties and research processes. Transparency and honesty go a long way in demonstrating integrity and building credibility.

3. Spark Emotion through Storytelling:

Facts inform, but stories inspire. To really earn trust, we must speak to the heart. Whether it’s showing how research impacts everyday life or sharing a scientist’s personal journey, storytelling can make science feel human and relevant. Don’t shy away from creativity – humor, local culture, or even art and music can make your science communication more resonant. (In one unforgettable workshop in Cape Town, I saw how blending science with hip hop and community narratives captivated a whole new audience!)

4. Embrace Inclusivity & Collaboration:

Building trust is a two-way street. We succeed when we invite our audiences to be part of the scientific conversation. This means embracing diverse voices and ensuring inclusiveness in our events and content. It also means collaborating across disciplines and sectors – scientists, communicators, educators, and community leaders working hand-in-hand. When people feel heard and involved, trust naturally follows.

READ BLOG: Why science diplomacy matters

At its core, trust grows from relationships. As science communicators, we aren’t just delivering information – we’re nurturing connections. By being empathetic, authentic, and consistent in our efforts, we create a safe space for curiosity and dialogue. In times of global crises and “polycrisis” challenges (from climate change to pandemics), our role in fostering an evidence-based public dialogue becomes even more critical. Let’s continue to champion a style of communication that not only informs, but also empowers communities to engage with science confidently.

Reflections from Discovery Science Symposium 2024 (Stellenbosch)

This past November, I had the honor of leading a workshop at the Discovery Science International Symposium at Stellenbosch University in South Africa. The experience was nothing short of inspiring! The conference brought together science communication experts from around the world to explore innovative ways of communicating “discovery science” (basic research) to the public. What struck me most was the creativity and passion in the room – from mixing local art and science to candid discussions about challenges we all face. It was a powerful reminder that context matters: what resonates in one community might differ in another, and meeting people where they are is key to engagement. I was moved by how our global SciComm community is united by a common goal of making science accessible and exciting, whether through hip hop performances in Cape Town or citizen science projects in Europe. The insights from Stellenbosch even culminated in a special issue of the Journal of Science Communication dedicated to communicating basic science – a testament to the impact of that gathering. I left South Africa with renewed energy and new ideas (and new friends!), confident that by sharing our experiences across continents, we all become better at what we do.

Where can we meet next? Looking Ahead to EUSEA 2025 - Join Our Workshop!

Now, I’m thrilled to look forward to the EUSEA 2025 conference (European Science Engagement Association) coming up in May. I’ll be facilitating a hands-on workshop on science communication and climate action titled “Navigating Climate Crisis Locally: Empowering Communities to Address Climate Anxiety through Effective Engagement.”

In a time when urgent climate news can easily overwhelm or alarm our audiences, we’ll explore how to strike that delicate balance between urgency and hope. This session (scheduled for May 14 in the afternoon) will dive into tools like empathy mapping, visual storytelling, and constructive narratives to help turn climate anxiety into positive action. We plan to collaborate on strategies for connecting with diverse local audiences – balancing scientific accuracy with emotional resonance to inspire real change. If you’ll be at EUSEA 2025, I warmly invite you to join us for this interactive session. Let’s brainstorm and learn together on how to engage communities in climate solutions while building trust and motivation. And even if you can’t attend in person, I’m always eager to share outcomes and continue the conversation afterwards – so feel free to reach out if the topic interests you. This is a wonderful opportunity for us to collaborate and co-create the future of science engagement on one of the most pressing issues of our time.

ABOUT ME

I am the founder of Kontekst, Institute for Science Communication, based in Slovenia, and a seasoned science communication strategist with a passion for connecting research with people.

Over the past 15+ years, I’ve led and advised on science engagement initiatives across Europe, the USA, and Africa, working with universities, institutes, and international organizations to help scientists tell their stories and make an impact. My journey includes serving as a Chevening Fellow in the UK and earning a Master’s in Communication of Science and Innovation. I’ve had the privilege of contributing to global networks like the PCST (Public Communication of Science and Technology) and serving on advisory boards (including the ERC Frontiers Advisory Board), experiences that continually broaden my perspective. I was also a member of the group that developed report and recommendations for a EU Commission: »European Framework for Science Diplomacy«. Through Kontekst, I dedicate my work to empowering scientists and research teams – offering training, strategic consulting, and creative collaboration to bridge the gap between science and society. I’m also an active author and speaker, always learning from fellow communicators (like you!) and aiming to elevate our profession.

(If we haven’t met yet, please feel free to connect – I’ve shared my LinkedIn below. I’d love to get to know you.)

Let's connect on LinkedIn!

Let’s keep the conversation going!

Thank you for taking the time to read this newsletter. I’d love to hear your thoughts, experiences, or ideas sparked by any of the topics above. Did something resonate with your own work in science communication? Do you have insights on building public trust, or perhaps a success (or failure) story from your projects? Please don’t hesitate to hit reply and share – our community grows stronger when we learn from each other. You can also connect with me on LinkedIn for more frequent updates and discussions, or visit the Kontekst website for our latest projects and resources. Let’s explore possibilities to collaborate or support each other’s initiatives; I’m always open to brainstorming new partnerships or mentoring opportunities.

Finally, as we gear up for EUSEA 2025 and many other endeavors, I want to express how grateful I am to be part of this vibrant, supportive network of science communicators. Together, we can continue to turn challenges into opportunities and ensure science benefits everyone.

Warm regards,

Jadranka Jezeršek Turnes

Founder & Science Communication Consultant, Kontekst Institute

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