In a digital era where we are overwhelmed with information from different directions, effective science communication stands as a essential bridge between complex research findings and public understanding. Recognising this, the AgriFoSe2030 programme together with SIANI, hosted a successful event to empower researchers with enhanced media engagement skills.
The primary objective of this media engagement training was to equip researchers, scientists, and experts in food systems and agriculture with the necessary skills and knowledge to effectively communicate their research findings through various media channels. By enhancing their ability to bridge the gap between scientific knowledge and public understanding, the training aimed to foster increased awareness, engagement, and impact. 73 participants joined the webinar from more than 20 different countries all over the world.
"Researchers need to remind themselves whom they are really doing the research for – it’s mostly for society rather than other researchers." - Selorm Kugbega, Research Fellow at SEI HQ
Spanning over a three-hour interactive session, the training dived into essential components crucial for effective media communication:
Importance of science communication: Ng’endo Machua-Muniu, Engagement and Impact Officer at SEI Africa, and Selorm Kugbega, Research Fellow at SEI Headquarters, started the training by emphasising the crucial role of science communication in driving societal change and progress.
Practical communication skills: Ulrika Lamberth, Senior Press Officer at SEI, hosted a session abotu understanding the dynamics of media landscapes and improve communication skills to effectively convey complex scientific information.
Crafting compelling content: Thin Lei Win, a renowned freelance journalist specialising in food and climate issues, guided the participants through press releases, OpEds, and media-friendly content. A quick guide to incorporating visuals for impactful storytelling was also provided.
Engaging with media outlets: Arinaitwe Rugyendo, Founder and Editor-in-Chief of ResearchFinds News, Uganda, will share insights on building relationships with journalists and understanding the diverse needs of media outlets.
Communicate your research on social media: Molly Burd, Digital Coordinator at SEI Headquarters, gave an overview of effective social media usage and guided the participants in developing a brief plan for research dissemination, supplemented by a case study.
Conclusion
As the world is facing pressing challenges in food systems and agriculture, effective science communication emerges as an esssential tool for driving positive change. The media engagement training is an important help for researchers and their ability to implicate a deeper understanding of complex issues among diverse audiences. Through collaboration, knowledge sharing, and practical skill development, participants are poised to become influential agents of change in their respective fields.
Take-home messages:
Find your target audience - which channels do they use?
Make sure your story is newsworthy
Do your homework - plan your communication
Communications Lead, C&E team
Stockholm Environment Institute
Telephone: +46 (0)70-316 80 30
E-mail: ngendo.machua@sei.org
Selorm Kobla Kugbega, Dr Communications officer AgriFoSe2030
SEI, Stockholm Environment Institue
Phone: +46 (0)73- 27 04 306
E-mail: selorm.kugbega@sei.org