Building Trust in Science Through Effective Communication

by Jon Scaccia November 21, 2024

When was the last time you questioned a headline about scientific research or hesitated to follow public health advice? For many Americans, trust in science has become a complex terrain, especially in the wake of the COVID-19 pandemic. While 76% of Americans express a fair or great deal of confidence in scientists to act in the public’s best interests, this figure remains lower than pre-pandemic levels.

As science communicators and public health advocates, we must ask: How can we rebuild trust and ensure scientific knowledge informs public decisions? Let’s explore the findings of a recent Pew Research Center survey and their implications for public health practice.

A Mixed Picture of Trust in Science

The good news? Scientists rank higher in public confidence compared to journalists, elected officials, or business leaders. Nearly nine in ten Americans describe scientists as intelligent, and two-thirds see them as honest and focused on solving real-world problems.

Yet, there’s a catch: fewer than half (45%) believe scientists are good communicators. And, boy, don’t I know it. I’ve spent my career trying to improve the implementation and dissemination of science, and getting it right is a doozy.

This represents a significant drop from earlier years and highlights a critical area for improvement. Many Americans also perceive scientists as socially awkward or feeling superior to others, traits that can erode trust.

Why does this matter? Public health practitioners rely on effective communication to inspire behavioral changes, from vaccination campaigns to nutrition programs. If scientists fail to convey their findings clearly and empathetically, their messages risk being ignored or misinterpreted.

Divisions Over Scientists’ Role in Policy

A striking finding from the Pew survey is the public’s ambivalence about scientists’ involvement in policymaking. While 51% of Americans support scientists playing an active role in public policy debates, nearly as many believe they should stick to establishing facts and avoid the policy arena altogether.

This divide is deeply influenced by political affiliation. Among Democrats, 67% advocate for active engagement, while only 35% of Republicans agree. These partisan gaps reflect broader trends in trust and highlight the challenge of navigating contentious issues like climate change, pandemic responses, or health equity.

For public health researchers and practitioners, this signals an urgent need to tailor strategies that resonate across diverse communities. Collaborative partnerships with trusted local voices—faith leaders, community organizers, and educators—can help bridge divides and amplify scientific insights.

Communication: The Missing Link

The pandemic underscored a glaring communication gap between scientists and the public. Shifting health guidelines left many Americans confused, and only half believe scientists’ judgments are unbiased. These perceptions create barriers to meaningful engagement and compliance with public health initiatives.

So, how can we address this? The answer lies in reframing how science is presented:

1. Speak the Audience’s Language: Avoid jargon and prioritize clear, relatable messages. Use analogies and storytelling to make complex concepts digestible.
2. Show Your Humanity: Personal stories and vulnerability can counter perceptions of arrogance or detachment. Scientists are more than their lab coats—they are parents, neighbors, and community members.
3. Engage, Don’t Preach: Foster two-way conversations through forums, Q&A sessions, or social media interactions. Listening is as important as explaining.

The Role of Public Health Practitioners

As bridges between science and society, public health professionals have a unique opportunity to model effective communication. Here are actionable steps to rebuild trust:

• Highlight Local Success Stories: Sharing relatable examples of science improving lives can shift public perceptions. For instance, showcasing community-led vaccination drives can demonstrate the tangible impact of evidence-based interventions.
• Partner Strategically: Work with non-traditional allies to reach skeptical audiences. Faith-based organizations, schools, and even local businesses can help disseminate key messages.
• Invest in Training: Equip scientists and public health teams with communication skills that prioritize empathy, clarity, and cultural competence.

The stakes couldn’t be higher. From the opioid epidemic to environmental health challenges, public trust in science is crucial for addressing the issues that define our era.

Moving Forward Together

The Pew Research Center’s findings offer a potential path for reinvigorating trust in science. But this effort requires a collective commitment from researchers, policymakers, and public health practitioners alike. By prioritizing communication and fostering collaboration, we can turn the tide on skepticism and ensure science serves its highest purpose: improving lives.

Join the Conversation

What strategies have you found effective in bridging trust gaps in your community? Do you think scientists should take a more active role in policymaking, or is their focus better spent on research? Share your thoughts in the comments or join the discussion on social media using #TrustInScience.