Three Questions with Stu Shepherd

In our Three Questions feature, we interview other science communications experts in Canada and beyond. For our autumn edition, Magnetic Communications connected with Stu Shepherd, Head of Communications and Deputy Director of Communications and Engagement for TRIUMF.

1. Why do you think communications is important to advancing science?

I hope this doesn’t sound tautological: because excellent science requires excellent communications.

And excellent science never happens silently. All of our major advances – from expanding our understanding of the universe to making our world a healthier, more equitable place for everyone to live – are predicated on not only excellent science but also excellent communications: clear, loud, and truthful knowledge-sharing about results and impacts.

I bring this idea – that science inherently involves communicating – to my conversations with colleagues in the STEM research community often, and sometimes it gets me into hot water. There’s a natural desire to cordon off the wider practice of ‘science’ as agenda-less and untethered from institutional notions of impact or KPIs or politics. However, in our modern world, we cannot disconnect them.

Beyond science communications as a tool for more awareness, more trust, and (maybe) more funding, there’s also the deeper, reflective notion that how we communicate about ourselves is how we see ourselves. Are we truly doing excellent work and making the world a better place? If so, we owe it to our effort, ourselves, and those whose shoulders on which we stand to share it with the world. An organization that understands its role in its ecosystem and community of stakeholders will be able to communicate it; one that does not, cannot.

2. What’s a common mistake scientists or institutions make when communicating their work?

You cannot skip the step of defining your vision. Fortunately, the fix is actually very straightforward. I share it with gratitude for one of my mentors, Lisa Lambert (now the CEO of Quantum Industry Canada – go Lisa!).

Years ago, Lisa gifted me eight words that I continue to use every single day in everything from social media strategy to crisis communications or advocacy conversations behind the doors of Parliament: Who is it for? What is it for?

These words are silver bullets. They should be asked at the very beginning of any communications work to set the vision and at every step throughout to retain alignment. Rinse and repeat.

When a researcher is pushing to keep an overly technical bit of jargon or an outdated graphic made with WordArt: Who is it for? What is it for?

When a collaborator skips straight past discovery to sourcing a list of platforms or technological solutions: Who is it for? What is it for?

When a C-suite mystery voice descends at the 11th hour to make wholescale changes to talking points in a funding announcement: Who is it for? What is it for?

Answering “Who is it for? What is it for?” is a critical mechanism for defining and executing a vision, but it’s also a daunting task. They’re big questions, and they’re not for the faint of heart – which is why you should entrust a professional communicator to help you find the answers and deploy them within your strategy.

3. If you could predict one major shift in science communication over the next few years, what would it be?

The world is facing a number of major challenges, and as communicators working across academia, industry, and government, the way we work will need to continue shifting to align with some of the phenomena that we as a society are experiencing.

There are important conversations ongoing about trust and transparency in institutions, and media and communications writ-large; the economic impact of investment in science; or even mental health (vis-à-vis screen time, online presences, etc.) and how it relates to our ability to remain engaged with the outside world.

Now, more than ever, it will be critical to remain flexible and responsive to the needs of our audiences and our stakeholders.

All good communications practice starts with curiosity, empathy, and a human-centred approach, and I would expect that these elements will only become more and more valuable within our strategies as we seek to connect to our audiences in an increasingly fractious media and communications landscape. We are all seeking connection, inspiration, and hope for a better world, and science communications has a major role to play as we navigate the coming years together.