- Blog
Whether it’s learning to balance accuracy with relatability, harnessing the power of storytelling, or turning the abstract into action, CommOcean offered an ocean of insight for communicators.
At CommOcean 2024, a recurring theme echoed: communication that resonates doesn’t just inform; it engages, inspires, and transforms. From rethinking the senses we engage to crafting narratives that build emotional connections, the conference sparked a wave of ideas for amplifying the reach and impact of ocean science.
Here are some of the highlights from the Ocean Census communications team in attendance:
All Image Credits: Dan Bourne/ National Oceanography Centre
“Communicating isn’t just speaking. I know that sounds very basic and clear. But truly delving into the concept of communication – I think we learn less when someone is speaking at us, and not to us.
Think more than just what meets the eye when it comes to communicating science. No really – always consider the 5 senses. How do we envelope people in the story we’re trying to tell, or make it more accessible?
Interactivity goes a long way. Having an audience be present by reading an article is one thing, but having them get involved with a key message through engaging storytelling and exciting narratives will go a lot further.”
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Maya, Communications Officer at the Ocean Census
“The outline of methods provided by Joanne Sweeney in “10 ways to succeed on social media” was easy to follow and actionable.
The out-of-the-box approaches highlighted during the sound and vision session were fascinating. Especially considering how to inspire and create in other mediums and not just film and photos. I found the idea of using iceberg sounds to compose fascinating.
The key question; how do we quantify success from such events? Is another fascinating one.
Laura Secorun‘s presentation on what makes you better at communicating science was invaluable. How to prioritise what level of detail needs to be in a scientific presentation, and how best to present that information – keep your audience in mind!”
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Paul, Senior Content Producer at the Ocean Census
“Start by grabbing your audience’s attention with something relatable, like a surprising fact, a personal story or a question that makes them think. Use simple analogies to explain complex concepts and help them connect the science to their own lives. Rather than watering down the details, break them down in a way that’s easy for anyone to follow.
Structure your narrative like a story—introduce the problem, explain the science, and explore solutions or the impact. Finally, leave your audience with something hopeful or actionable—whether it’s a call to learn more, take action, or a sense of optimism about the future”.
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Arran, Media Support Operator at the Ocean Census
“Scientific papers can be a dry read – I know, I’ve said it!
Yet, those of us with science-y backgrounds know that there is plenty of blood, sweat, and tears (of anguish and joy) that go into research. Research comes from a place of passion and genuine interest in a topic, so how can we make this shine through in the end result?
Telling the story behind the data is often more compelling and relatable for a general audience. This approach can help people connect with research and care about its significance.
During a talk delivered by the National Oceanographic Centre Comms team at CommOcean, we were tasked with introducing ourselves to our neighbours. Most people led with facts. My name is… I work for … Then, we were asked to reproduce the same piece of information, but in a storytelling format. The information was not only more memorable, but we also had a better connection to one another as we were listening.
It’s no surprise that storytelling is one of humanity’s oldest and most powerful forms of communication. However, applying this principle to research communication offers an intriguing perspective.
When people form an emotional connection to a topic or piece of news, they are more likely to engage deeply and share that knowledge with others. In essence, if you want someone to take action, you must first make them care.
How can we do this in ocean science? Well we can spotlight the people behind the research: sharing people’s stories is a very good way to emotionally connect to our audience. Giving the stage to early career researchers might be a good way to relate to an Instagram audience, for example, or showcasing how someone overcame a challenge and why they are proud of what they achieved.”
As the Ocean Census gears up for a busy 2025, with expeditions, species discovery workshops and more… I look forward to using some of these techniques to bring our project partners, friends and followers along for the ride.
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Corinne, Social Media Manager at the Ocean Census
If you’d like to find out more about all of the interesting talks at CommOcean 2024, then check out their official website. And if you’d like some more Ocean Census team perspectives on the conference – have a look at our LinkedIn.
