Cassie Sims is a PhD student and SCI early career member, sitting on the committees of SCI’s Agrisciences Group and Agrifood Early Career Committee. Read more of Cassie’s work at soci.org/news and soci.org/blog.
Undertaking an internship in digital media has exposed me to a completely new part of science. As a young scientist, we are regularly taught the value of communicating our work, but often we are not taught how to best do this.
There are many nuances and tricks to getting digital media to be the most engaging it can be, and here are a few that I have learnt over the last couple of months.
Know your audience
Before you start producing any kind of content, you need to know your audience. Are they scientists or the general public, early- or late-career, students or professionals? Understanding your target demographic can help you make informed decisions about the media or topic you choose, and how you write the piece.
It is crucial to know who your audience is!
It is important to keep your audience in mind at every stage of the process, from conception of the idea, to writing, presentation and marketing. By targeting your piece, you will produce a higher quality piece of content and have much more engagement overall.
Image is important
When presenting a piece of work to the world, be in a long-read article or just a Tweet, image is crucial. Choosing images or photographs to best display your message takes time and careful curation.
Images can be obtained from a wide variety of sources, from stock photo websites, such as Shutterstock or Pixabay, to original images you may have designed or photographed. Remember to always give credit where appropriate.
At SCI we are big fans of gifs and emojis. When targeting a younger audience, or using more informal media like out blog, these can engage and draw the eye much more than a standard image. This again requires meticulous decision-making skills, and it can be crucial to know the meanings behind each emoji.
Trust your gut
A large part of science communication is choosing which science to communicate. This involves selecting topics and editing to the most critical and interesting information.
At SCI, we release innovation news pieces on a regular basis, where we choose the most exciting science news from the week. This involves looking through press releases, and sometimes selecting one piece from hundreds can be a daunting task.
One thing I have learnt during my time at SCI is to trust that I can select something that people will want to read. When pitching ideas for articles and blog pieces, I have learnt to value my own opinion in what is engaging and relevant science that our members and the broader public might want to read about.