MSU AD+PR Professor, Dr. John Besley, Applies Knowledge of Science Communication to Student Networking
By: Nikki Siciliano
Scientific research can take many forms, but there is one aspect that every scientist will use: communication. Scientists are assumed to already be expert communicators, but this is not always true. Dr. John Besley, an Ellis N. Brandt professor of public relations at Michigan State University, is interested in how scientists communicate, its impact on public opinion, what can help those within scientific fields communicate effectively and how that knowledge can apply to students.
“I got interested in how people perceive scientists,” said Besley. “Most of my work is how to figure out how to help scientists think more strategically.”
There is a lack of communication resources within the scientific community that other areas of society are awarded. As a communications scholar, Besley finds ways to help scientists communicate effectively.
“I’m interested in what makes it more likely that people are going to turn to scientists when they face a complex problem. There’s an increasing interest in what it takes to make it more likely that people will turn to science when they have questions,” said Besley.
The future of science communication is increasingly centered on trust and transparency. There are areas of science where scientists wearing white coats immediately garner the public’s trust. Then, there are areas where the public is skeptical, as with health or environmental research.
“People think of communication or even persuasion as being trickery,” Besley said. “There’s this idea that we shouldn’t do that in the context of science. Somehow, it’s wrong for scientists to say, I’ve been doing this research on this topic, and everything I’m seeing says we should be shifting ourselves to electric vehicles, or it looks like we should make sure that we’re getting more exercise.”
Scientists today are wary of being seen as advocates at the risk of losing public attention. Besley is helping scientists communicate in a nuanced way that informs the public and allows for educated decisions to be made at a community level.
As a leader in science communication, Besley has a unique view on communication and how it applies to students looking to improve their networking skills. Just as he informs scientists to know their goals when communicating, Besley advises students to do the same.
“I spend a lot of time these days talking about goals and goal-setting. If you don’t know what you’re trying to achieve, it’s hard to design communication that helps you achieve that,” said Besley.
Every winter, Besley leads a group of students to Chicago to teach Advertising Topics in Public Relations. Students are given the opportunity to network and learn about the top advertising and public relations agencies in Chicago.
Informed by his research, Besley wants students to understand that networking “is about making sure that you know what you want to achieve and communicating in a way that lets other people help you.”
Learn more about John Besley’s research in his book, “Strategic Science Communication: A Guide to Setting the Right Objective for More Effective Public Engagement.”