The fields of science, medicine and public health are currently navigating a growing climate of skepticism and resistance. Chaotic changes at the federal level have left many organizations feeling unsure of their path forward. As a result, promotion for research, clinical trial findings, and advocacy work have slowed, and there isn’t a clear path forward. What is clear is that the ways in which we have communicated this work are no longer enough. How we convey our key messages in these vital fields must evolve.
Many policymakers seem to underestimate how important federal funding has been to innovation, life-saving research and scientific advancement. By referencing “overhead costs” and “researcher entitlement programs,” the conversation has shifted to suggest that some of today’s important research is actually “government waste.”
Demonstrating Your Organization’s Value to the Greater Good
This is why The Reis Group has spent considerable time and effort to develop a proprietary method of message testing to pinpoint exactly how your messages are being perceived by your target audiences and how to tailor them for maximum impact. Through detailed research, we not only determine which messages will resonate, but carefully consider what not to say, because some messages that you might think are effective may actually be conveying unintended negative meanings.
I’ve seen this firsthand through message testing that we conducted for a client who wanted to reposition the value of home healthcare with other stakeholder groups. We conducted multiple rounds of testing with their target audiences and surprisingly learned that some of the language the client had believed to be most effective was having the opposite effect by leaving out key elements that stakeholders felt were imperative. As a result, we were able to revise their message platform, re-engage those stakeholders, and move the mission forward.
As federal funding dries up for scientific institutions, many organizations will be looking for potential private funders to support their work, which will require knowing precisely what this audience values, and how best to refine and communicate the importance of your message.
Lead with Credibility
A recent survey by The Pew Research Center found that only 22% of U.S. adults say they trust the federal government to do the right thing. Additionally, the public’s trust in scientists remains lower than pre-pandemic levels. So more than ever, scientific and public health organizations must work hard to maintain their reputation and credibility with the public and with policymakers. Being transparent with research findings or support for public policy decisions will go a long way. The public is quick to label an organization as partisan, so full transparency will help deter potential critics.
Another strategy we recommend is partnering with peer organizations or influential spokespeople. Not only do partnerships help further your shared goals and maximize your resources, they also add a level of credibility and influence to your public image.
A great example of this partnership approach and how it helped to bolster credibility was the American Gastroenterological Association’s IBD Influencer Campaign. The organization wanted to address misinformation online regarding IBD. We knew that patient influencers are often seen as trusted, reliable sources of health care information so we facilitated partnerships with IBD influencers who could report concisely and accurately about IBD-related news and science to improve patient knowledge and care. As a result of this partnership, posts for the campaign received higher-than-average engagement rates.
Prepare Your Spokespeople
In this environment, organizations are facing new potential pitfalls and unexpected landmines that can put an organization, its members, and its work at risk of social media attacks and partisan backlash. So as you introduce your new organizational positioning to the public, you will want to ensure your spokespeople are well-trained to deliver your messaging.
This entails training your spokespeople to be able to use your messaging in media interviews and communications with members. Training will help them get accustomed to articulating the new messages and effectively delivering them. It can also help prepare your spokespeople for potentially charged media interview scenarios.
With this combination of tactics, organizations can successfully reposition themselves to face this uncertain environment. The key is being strategic, responsive and adaptable. We have seen how well it can work.
