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Challenges of Science Communication from the EPA

Challenges of Science Communication from the EPA. Cynthia E. Yu-Robinson, EPA Office of Research and Development. U.S. Environmental Protection Agency. Mission: To protect human health and the environment 21,000 employees nationwide 10 regional offices and 25 laboratory facilities nationwide

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Challenges of Science Communication from the EPA

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  1. Challenges of Science Communication from the EPA Cynthia E. Yu-Robinson, EPA Office of Research and Development

  2. U.S. Environmental Protection Agency • Mission: To protect human health and the environment • 21,000 employees nationwide • 10 regional offices and 25 laboratory facilities nationwide • $7 billion annual budget

  3. EPA’s Office of Research & Development • Goal: To providing credible, relevant and timely research results and technical support to inform EPA policy decisions • 1,950 employees • $600 million budget • $70 million extramural research grant program

  4. Federal science communication challenges • Multi-media communication on a limited budget • Credibility and familiarity • Various publics • Low scientific literacy

  5. EPA’s additional science communication challenges • Battling our larger regulatory image • Research results are <5% of a month’s news releases • Geographically disperse laboratories and staff • Providing timely and accurate information • “Acceptable” risk is not acceptable to everyone

  6. AAAS 2006 online survey… The key challenges for science communicators are a lack of good visual images and rapid access to researchers who can make science more understandable to lay audiences.

  7. EPA scientists’ various audiences • Scientific peers • Internal science customers • Program office (Office of Air & Radiation, Office of Water) • Regional offices (site-related decisions, state and local support) • Appropriators (Congress) • General public • Including reporters • Smaller segments of the public

  8. SCIENTISTS FOCUS ON… Data Correlations Single mechanisms Isolated processes or effects Precise scientific jargon THE PUBLIC IS SEEKING… Information “News I can use” Cause & Effect Multiple factor world Cumulative or synergistic effects Tangible relatable examples Scientists and the public want different things

  9. Science communication for lay audiences

  10. EPA is still exploring and improving • Like most organizations, we need more effective internal communication and coordination • Spent 12 months on visual standards (branding) • Webinars, podcasts, blogs, E-alerts • Educational Exhibits on tour

  11. Addressing the “So What?!” for reporters • Focus on the impact of your science • Start with the end in mind • No more than 3 key messages • Reinforce your messages 3x • Provide evidence to support your messages • Anticipate questions, prepare answers • Provide positive references 1 2 3 xyz abc def Q&A Q&A Q&A

  12. Web resources www.science.gov Federal Science Portal www.epa.gov U.S. Environmental Protection Agency www.nasw.org National Association of Science Writers www.sej.org Society of Environmental Journalists www.aaas.org American Association for the Advancement of Science Contact the presenter at yu.cynthia@epa.gov

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