Putting science on the public agenda

• Main Author: Jadranka Jezeršek Turnes
• Format: Article
• Language: English
• Published: The Institute of Aviation 2014-09-01
• Series: Marketing of Scientific and Research Organisations
• Subjects: communication skills; consumer; marketing communication; media relations; public agenda; scientific institution; storytelling
• Online Access: http://minib.pl/en/putting-science-the-public-agenda-2/

The link between science and society is inevitable and becoming ever more important. Science is a relevant media content, but it needs to provide an interesting story in an attractive field. The question arises of how to get to the story and how to capture the momentum so that the audience or non-experts will understand the advantages, change their behaviour, and create a positive attitude to science. Being a communication expert, I explored the relationships between society, the media (journalists) and science (scientists). I examined different contexts that are typical of each group and what is the potential to make these relationships work better in order to create acceptable and more broadly engaging science communication.