Abstract
Science communication bridges the gap between the specialized sciences and nonexpert audiences. It is a multi- and interdisciplinary field, borrowing communication theories and strategies from fields like marketing and public relations, often to increase audience understanding of scientific processes and findings. An effective science communication strategy requires the creation of a framework or a plan using evidence-based best practices and contextual information, like the organizational goals and core messages. NOAA’s Atlantic Oceanographic and Meteorological Laboratory (AOML) is a federal research laboratory in Miami, Florida, a part of NOAA’s Office of Oceanic and Atmospheric Research (OAR), that researches hurricanes, coastal ecosystems, ocean and human health connections, climate, global carbon, and changes in the ocean over time. AOML’s communications goal is to build and maintain public trust in the integrity of the agency and the science it produces, and to make its work accessible to a nation of diverse constituent groups. Through content across traditional media and digital platforms, AOML can share its research with a variety of audiences, like policymakers at all three levels of government (federal, state, and local), interested individuals, and the next generation of researchers. This project aimed to improve engagement with AOML’s research and social media by enhancing its science communication products. This project’s approach to enhancing NOAA AOML’s science communication products was to produce visual media like video and social media content. The outputs of this project were an educational animated video series titled The Data Diaries and a new format for AOML social media posts. The outputs for this project can serve an example for how evidence-based communication can be utilized within a science organization and demonstrate the value of the practice of evaluation and science communication specialists within these organizations.