October 2023 Newsletter
It seems counterintuitive that the brightest minds in science need help communicating. Exploring the depths of the ocean? No problem. Processing decades of data to make critical climate models? Sounds fun. Explaining it all to the public? No thanks.
Why should it matter? Can't scientists avoid the public eye and stick to their labs and fieldwork? Much to their discomfort, when the work they are doing is consequential to the survival of humanity, it's essential to reach as wide of an audience as possible. Since our founding in 1989, EMA has provided scientists and activists a platform to link with the best storytellers in the entertainment industry to help amplify their work to a broader audience. Storytelling and media are two of the most effective tools in bringing about climate action, which is why we are thrilled to hear about a college course embracing this approach.
Thankfully, such skills as press relations, social media, and branding are teachable. We talked to Carole Love and Dave Brenner of the University of Michigan School for Sustainability and Environment to learn how they're guiding the next generation of environmental scientists to communicate with the public with confidence.
You teach a course called "Make it in the Media - Strategic Communications & Design for Impact," which aligns with what we do at EMA. Please give us a brief overview of the course and what inspired you to teach it.
At the University of Michigan's School for Environment and Sustainability, we're all about making a real-world impact. The school is really shaking up the traditional model of academia by getting out of the labs and classrooms to make a lasting change for our planet. Communication, visual design, and media relations skills are absolutely critical when it comes to engaging the public and inspiring action. Research is no good if it sits on a shelf, but often, the science community needs help communicating in a way that resonates with everyday people. Scientists often fill communications with jargon and lack outreach strategies that convey to the public, "This information is for you, and you can make a difference!"
Students know just how critical these skills are. So, a year ago, graduate students asked for a class that would equip them with communications, design, and media relations skills that will help them advance sustainability and climate action, regardless of which industry they enter after graduation.
To address this growing need, we designed a skills-based course to help students develop the expertise needed to communicate science effectively in real-world scenarios. Through the course, graduate students are learning media pitching and live interviewing skills, how to leverage social media channels, graphic design, web, and photography/videography skills to present information in a visually compelling way. We also discuss establishing a personal brand so students can be thought leaders. We need more experts who can communicate with credibility regarding climate action. Through this class, we are increasing the number of climate communicators with the skills to make a difference.
Why is this course so crucial from a job-seeking perspective?
Employers are increasingly seeking individuals who not only understand the science and solutions needed to solve the world’s most pressing environmental challenges but also who have the communications and storytelling skills to make science and sustainability more accessible to the public. Sustainability is now in a place where it’s getting integrated into all areas of business, government, nonprofits, and even Hollywood. It’s no longer in a silo, and an integrated approach requires everyone to do their part. Communication is one way we can help everyone understand their role. It’s also critical when it comes to public engagement and the media. Employers consistently rank communications as a top desired skill, and this class gives students a competitive edge in a growing job market.
