92 American Entomologist • Summer 2019 N ever before have scientists had access to so many collaborative tools, such robust funding, and so much data as they have today, whether in entomology or other research professions (AAAS 2018). Te global rate of discovery and research publication is increasing rap- idly; the volume of peer-reviewed publica- tions in science and engineering increased more than 30% from 2006 to 2016 (NSB 2018). However, peer-reviewed scientif- ic publication is only one mechanism of communication. In the past, reaching colleagues within one’s own research feld was perhaps enough, but today scientists must increasingly answer the call to share their expertise with a broader audience. As the largest insect science society in the world, the Entomological Society of America (ESA) has committed itself to be a leading public voice for entomology and entomological research. In 2018, the Society’s Science Policy Committee tasked the Subcommittee on Science Communi- cation to draft a statement on this com- mitment to openness. Te result of that efort became this paper. Why Public Communication Must Replace Scientists ’ Complacency While global scientific output doubles every nine years (Van Noorden 2014), much of the progress remains invisible to citizens outside of the scientifc commu- nity. Te word “scientist” inspires mistrust in a notable proportion of the population (Gauchat 2012, Funk 2017), and much of the public believes science presents great risks (Rutjens et al. 2018, Pew Research Center 2017). Te inherent uncertainties associated with scientifc research are dif- fcult to explain in popular media sound bites, leading to distrust of science among many citizens who are unaware of the enduring benefts of scientifc inquiry. Perhaps the most concerning develop- ment is the increasing infuence of active anti-scientifc voices in public discourse (Pearson 2019). Entomology in particular is at the heart of several controversies, fueled by the marketing of doubt rather than evidence, ranging from fear of bio- technology to denial of invasive species impact. Marketers that profit from the distribution of anti-science messaging will not be swayed by more data. Tis article aims to familiarize fellow entomologists and other scientists with contemporary communication tools (Fig. 1) and to encourage them to use these tools, whether their goal is to turn research into practice or to increase national science literacy. What Science Communication Can Accomplish Benefits for researchers. Researchers sometimes feel that communication eforts are a great idea, but one that shifts focus and energy away from the research. Tis is not necessarily true. Evidence sug- gests that strategically executed commu- nication campaigns are not a waste of resources, but rather can be a fruitful investment that benefts one’s research program. Improved communication can lead to better funding. Researchers who make an efort to make their research transparent and accessible are likely to experience more freedom in pursuing the research FORUM Influence Is Power: Strategic Communication for Entomologists JIRI HULCR, PRARTHANA S. DHARAMPAL, RONDA L. HAMM, GWEN PEARSON, AND CARA GIBSON Downloaded from https://academic.oup.com/ae/article-abstract/65/2/92/5512516 by guest on 08 June 2020