How can a communicator help in conveying the message of science? What needs and expectations does a researcher have and what can the PR specialist offer in return, so that the relationship is mutually beneficial.
The information below is adapted from communication model linear of Lars Lindberg Christensen.
| The researcher gives the PR specialist: | The PR specialist offers the researcher: |
| Verified scientific results | Workforce to promote research results |
| A clear picture of the field of research | Expertise for the best approach angle |
| Links to interesting material | Text of the press release |
| Patience | Visual elements of the press release |
| Prompt answers to questions and requests | Wide distribution, through media or other channels |
| Willingness to correct and approve scientific content of press releases or other end products | |
| Availability (for specialist or press) |
That is why, in communication to the general public, the relationship between researchers and communication specialists is one that requires negotiation, setting rules, but can be extremely fruitful. Communicators are taught to think for the public, researchers are focused on precision and accuracy. Only through collaboration between the two can the final product respect the values important to the researcher, but be sufficiently attractive to the audience.
To better understand the communication model, read all the articles in this series.
- Three possible models for science communication
- The relationship between researcher and communication specialist (1)
- What a communication specialist is for (2)
- The relationship between researcher and journalist (1)
- Ground rules for dealing with journalists (2)
- Direct researcher - public communication (1)
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