Communicating Science in a Distracted World: Practical Tips for Scientists
Trust, Social Media, and How to Use AI Without Sounding Like a Robot
As scientists, we spend years developing expertise in our fields—but translating that knowledge to the public is a skill in itself. Whether you're doing a media interview, posting on social media, or speaking to a non-expert audience, the way you communicate matters. I gave a talk at The University of Notre Dame last year that covered the social science of why we are susceptible to false information, and also how to communicate science. Unfortunately, the recording cut off before I shared some tips for using social media and AI. So, I felt like this could be an opportunity to share those tips in a newsletter format!
Here are some science communication strategies grounded in social science research, along with practical tips you can apply right away.
1. The Social Science of Building Trust
One of the biggest challenges in science communication is building trust. Research shows that trust isn’t just about competence—it’s also about warmth. People are more likely to listen to scientists they perceive as relatable, approachable, and human.
Here are a few key insights:
Embrace uncertainty. Communicating science with too much certainty can backfire. People trust scientists more when they acknowledge uncertainty and are transparent about their uncertainty when scientific evidence evolves.
Show both competence and warmth. You may have deep expertise, but showing humility, empathy, and approachability goes a long way.
Trust is social. People often rely on their social networks to decide who to trust. This means being present in those networks—either in person or online—is key. Ever wonder why someone trusts an influencer more than a scientific institution? It’s often about the social elements of trust.
2. Tips for Media Interviews
Media interviews can be intimidating, but they’re a great way to get your science out to broader audiences. Here’s how to make the most of them:
Practice being succinct. Avoid jargon and keep your points short and clear. Most interviews are extremely quick, and you need to focus on the highlights.
Control the narrative. Focus on the data, the story, and the evidence you want to share. Don’t get pulled into distractions or topics that are outside your area of expertise.
It’s okay to say you don’t know. Transparency builds credibility. If you don’t know the answer, say so—and offer to follow up.
3. Why Social Media Matters
Even if you're not a fan of social media, it’s a valuable tool for science communication. Most scientists rarely talk about their research online, but those who do can become trusted sources in their networks. Personally, my favorite social media platforms these days are Threads and Bluesky. But Instagram and TikTok are also great for more visual science communicators.
People want to hear from you. As a scientist, you can be what this scientific paper calls a “Nerd of Trust”—a reliable, trustworthy voice in one’s personal network that helps others navigate complex issues. People want to hear from scientists and my research has shown that the vast majority of people around the globe believe scientists should share their work!
Fact-checks make a difference. Exposure to corrections can reduce belief in misinformation—but only if people actually see them. You can help amplify good information, and again trust is a critical factor.
Consistency matters. A single post might not make a big impact, but sustained presence and engagement builds trust over time.
4. General Do’s and Don’ts for Social Media
Do:
Be professional, but also authentic and personable.
Connect with other colleagues and share your own academic work as well as other scientific work you find interesting.
Respond to good-faith questions.
Be mindful of your time online, and take breaks when needed.
Don’t:
Don’t waste your time by feeding the trolls or engage in bad-faith debates (check the replies of an account to see if they always argue/look like a bot).
Don’t just copy and paste your paper’s abstract (try to summarize the key points in an accessible way).
Don’t burn yourself out trying to correct every misconception.
5. Using AI to Better Communicate Science
AI tools—especially language models like ChatGPT—can be helpful assistants in your science communication efforts. AI tools still can hallucinate when you have them search for answers, so the key is to give them clear parameters and limits where they can summarize and editing content directly fed to them. For example, if you are having trouble wording your dense abstract into something more digestible to a broad audience, try sharing the abstract into asking AI to help summarize it. That can be a helpful starting point for then sharing your work in an accessible format online. AI tools can also help us brainstorm visuals to illustrate our research, and easily transform our results into graphs, charts, & images. AI is a tool—a starting point, not a finish line. The human element is still critical, especially when it comes to nuance, empathy, and trust.
Final Thoughts
Science communication isn’t just about getting the facts right. It’s about building trust, connecting with others, and sharing the wonder of science in ways that are meaningful and accessible. With a little intention and effort, you can make a real impact. As Kate the Chemist says, “just try it!”