Five thoughts about improving science communication as an organizational activity
Five thoughts about improving science communication as an organizational activity
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DOI：
10.1108/jcom-03-2020-0022
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发表时间：
2020-05-20
影响因子：
3.1
通讯作者：
Besley, John C.
中科院分区：
文献类型：
--
作者：
Besley, John C.
目的 本文的目的是描述十年来研究科学家和科学传播者如何看待传播策略所获得的五个重要经验教训。设计/方法论/途径 本文基于研究人员的经验以及战略传播和科学传播的基础文献。研究结果 关键论点是，科学界需要更加重视使组织能够代表科学规划和实施战略传播工作。目前，过于依赖个人传播者。原创性/价值本文的价值在于它主张采用更具战略性、以组织为中心的科学传播方法，强调设定明确的行为目标，然后讨论哪些传播目标可能有助于实现这些目标以及实现优先目标所需的传播策略。
Purpose The purpose of this paper is to describe five key lessons learned from a decade of studying how scientists and science communicators think about communication strategy. Design/methodology/approach The paper is based on the experience of the researcher and the underlying literatures on strategic communication and science communication. Findings The key argument is that the scientific community needs to put more priority into enabling organizations to plan and implement strategic communication efforts on behalf of science. At present, there is too much reliance on individual communicators. Originality/value The value of this paper is in the degree to which it argues for a more strategic, organization-focused approach to science communication that emphasizes the setting of clear behavioral goals, followed by discussion about what communication objectives might help achieve those goals and the communication tactics needed to achieve the prioritized objectives.