Speakers: Matthew Harwell, HMSC Volunteer and former Branch Chief, EPA Newport, OR and Reid Harwell, Cornell University

Topic: Developing a Strategic Science Communication Mindset for the Hatfield Community

The National Academies recognized that effective science communication requires engagement with different audiences in different places at different times, taking account of what they want to know and already know, understand, and believe. This can be accomplished with a “strategic science communication mindset,” involving the three core elements of strategic communications: message, audience, vehicle. We will introduce the research behind strategic science communication, present a generalizable framework, and demonstrate how a communication matrix provides an organizational structure for implementing a strategic communication plan. The framework: (1) outlines and articulates a project’s goals and objectives; (2) identifies communication goals; (3) identifies audiences; (4) develops messages; (5) selects vehicles; and (6) develops clear metrics that will allow for evaluating the success of the communication plan. We will present examples of key strategies and current best practices in science communications – tied back to the three core elements of strategic science communication – with the goal of offering options and resources as Hatfielders develop their strategic science communication efforts. Intentional time at the end will allow for a dialog about current communication topics relevant to the Hatfield community.