- Have any questions?
- 02 7200 2179
- media@commsroom.co
- Have any questions?
- 02 7200 2179
- media@commsroom.co
We use a combination of sources to monitor the political environment from the political information services group at Parliament House. Reports in the media from our Media Monitoring Service are also useful to provide intel (although they may be skewed).
Our Government Team has a close relationship with the major departments and Ministerial offices in our sphere of activity. They flag particular developments and issues that are relevant. I have some of my own contacts relating to science communication, and communication team members are on various working groups.
Measurement is always important and sometimes challenging with respect to issues.
Website analytics indicate the levels of engagement on specific topics and issues. Google Trends can also provide insights on individual topics or more general areas, such as small modular reactors or nuclear.
As we rely on a number of social media channels to help disseminate information, the analytics from these platforms are also indicative of sentiment and opinion. I have found the use of ‘explainers’ and the level of interest they garner to also be an effective measure.
The accuracy of media reporting will also tell you if your efforts at providing information are working. The media coverage of nuclear has been very challenging. The highly technical nature of the content and the fact that many people have an emotional response to an issue pose great obstacles in communicating information.
This is probably one of the most difficult areas to make progress.
If people have a fundamental mistrust of science, there is very little we can say that will change that opinion. Attempting to focus on the potential benefit that science brings to our world is one strategy.
Transparency is also critical. Being candid and honest about an issue, about the benefits and shortcomings of a particular development, may reduce some of the scepticism. In the nuclear sphere, this means acknowledging legacy issues, especially those with negative impacts.
Building credibility is a slow and painstaking process.
The anti-nuclear movement has a history that is linked to the use of atomic weapons and nuclear accidents. You cannot make this association disappear and need to speak to the elephant in the room. The alignment of political parties on these issues provides another level of complexity.
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It really depends on if it is a personal (professional) dilemma, a dilemma for your organisation, or a dilemma for the government—and perhaps all of the above.
Ethical behaviour is usually fairly clear. Acting on it is the hard part.
Science follows a well-established set of principles that are sound. Communicating information based on these principles should be straightforward. We often say that we are only sharing facts and not opinions. If there is a level of uncertainty about the information, it is important to state that or to omit it.
However, what may be palatable at one point in time may not be in other environments. It is sometimes necessary to compromise in the interests of your organisation. This might be sharing less information. Clarifications and provisos are also good tools.
Communication is not a straightforward process.
You need to think about how some might interpret or misinterpret the information that you are providing. It is also crucial to indicate the time/date that the information was released.
Legacy information can be misconstrued as current. Ensuring consistent messaging across all channels is a necessity. Also, sharing key messages with all spokespersons and key members of the organisation is a good principle.
Remember that people do not generally use their intellect when responding to information. Daniel Kahneman had some monumental insights in his book, Thinking, Fast and Slow.
The opportunity to experience the history of one issue at one moment in time and its significance and, hopefully, something useful when a similar scenario emerges.
She will be speaking at the upcoming Public Sector Comms Week 2025, sharing her expertise on building trust, addressing skepticism, and managing politically sensitive topics. Don’t miss out Susan’s presentation—register here.
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