A Framework for Increasing the Value and Impact of Public Engagement Activities

Over the last decade, education, outreach and communication (EOC) efforts by scientists have matured significantly. This is illustrated by a shift from 'pop outreach' to the general public with limited concrete objectives, to more strategic efforts that include 'informing decision-making' targeted at key stakeholders and influencers. However, a significant number of scientist communicators still lack the support, training and professional recognition required for supporting effective and thoughtfully designed EOC activities. For example, a recent survey of 170 scientist communicators from 22 countries, shows that while 90% of respondents engage in EOC activities, only 38% have training in science communication and 10% incorporate formal or external evaluation.

Here we present a new framework for engagement design that encourages reflexive practice and mechanisms for development, delivery and evaluation of EOC activities based on explicit and articulated objectives. To develop this framework, we first analyzed a decade of EOC experiences within the context of polar science communication following the International Polar Year 2007-2008, using a mixed-methods approach. We include data from interviews, four different surveys and draw on four polar EOC case studies—an expedition, a documentary, a festival, and an education event—that the authors have been associated with.

Building on these data, we highlight current barriers and opportunities associated with the evaluation and reporting of EOC activities and demonstrate that through more thoughtful approaches to science communication, we can increase the value, impact and reach of EOC activities. Further, with the integration of program evaluation, scientist communicators can help to professionalize the field of science communication, which can advance institutional support and incentives associated with this important work aimed at building connectivity between science and society.