The Communications Board is responsible for the Society s internal and external communications. It is possible to communicate science to the public effectively via the media. Scientists need to be aware that there is a potential clash of cultures between science and the media. Scientists need to develop linguistic compromises in order to get their message across. It is important to recognise that uncertainty is part of science, whilst the media often demand certainty.
Training is crucial to help scientists communicate effectively with a lay audience.
Scientists and scientific bodies should try to be as accessible as possible to the media. In the first instance this can be achieved via a friendly press office. Science is debated in the media and it is important for scientists to have an informative stake in that process. Scientists should not be afraid of controversy. There is much potential for scientific communication on the World Wide Web, but it needs to be planned and executed carefully.