Every scientist should communicate

The voice behind the science is ours

Our final Bigger Picture event of 2025 on 19 November explored the topic of science communication, with Welsh scientist, adventurer and film maker Huw James.

Many scientists do outreach, and have been doing so for a long time, since the days of explorers coming back from expeditions and telling people about what they saw.

Huw explained that there is still a large public appetite in 2025 to hear about science. Surveys like the EU Barometer show that citizens engage in science more than we think. They watch documentaries, visit science and technology museums, read science books, talk with friends and family and sign petitions.

However, over the last 20 years one of the barriers for everyone, from citizens to scientists, is lack of time. Science communication has had to change:

• We are in a time of storytelling in science – we can no longer just push knowledge onto other people, but should be aiming to generate a two-way conversation.
• The data doesn’t speak for itself, so we need to build a narrative around it. Talking about people and the process are vital for storytelling and engagement.
• Our communication should be audience-first – we need to have the audience in mind right from the beginning.
• Although everyone needs science communication, we shouldn’t put them all in the same bucket. There is no such thing as ‘the general public’, it is important for scientists to know who their specific audience is.

Concluding, Huw emphasized that everyone should do science communication. Institutions used to have all the knowledge and pass it to the public in a very didactic approach. Now the rise of social media has enabled a more democratic way to publish science, with a multiplicity of voices. This helps to build trust.

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The Bigger Picture event series aims to explore key research and policy issues. Renowned scientists and experts across various fields deliver concise and insightful talks on topics driving global change, such as globalization, geopolitical shifts, demographics, health, urbanization, digital advancements, misinformation, and democracy.