Experts gathered at the annual SciComm forum at St. Petersburg State University (SPbGU) to discuss key issues surrounding the promotion of Russian scientific advancements. The session focused on how to effectively bridge the gap between academia and business, and the crucial role of science communicators in the current landscape.
Key figures in science communication, including university press officers, media representatives, and scientists themselves, shared their experiences in promoting projects.
According to Sergey Mikushev, SPbGU Vice-Rector for Research, while significant attention is given to promoting science and young scientists today, modern tools often distract from the core purpose.
`It turns out that no new format addresses our classical `person-to-person` communication. Communication is fundamentally about people – their consciousness and how they perceive the world… Lately, we chase trendy tools, but this seems to work only in the very short term. After that, the strategy must change drastically, or we return to our basic, fundamental principles.` — Sergey Mikushev
He emphasized the need to maintain a human-centric approach, even amidst digitalization.
Polina Ogorodnikova, Head of SPbGU`s Marketing and Media Communications Department, highlighted the changing context of the scientific agenda.
She pointed out, `Just a few years ago, when promoting scientific developments, we often heard the term `import substitution.` Today, this trend has clearly shifted its focus and is now articulated as `technological sovereignty.“ She stressed the importance of considering this evolution when planning promotional strategies for scientific initiatives.
Ekaterina Soshnikova, Director of the Public Relations Center at MISiS University, emphasized the need to incorporate new media formats to enhance traditional PR effectiveness.
`To improve classical PR, we can adopt tools from other communication sectors. It`s crucial to develop communications that are highly digitalized, personalized, and integrated across various channels. Furthermore, it`s important to focus on the commercial aspect and measure commercial PR through concrete metrics, such as the number of business partner inquiries… The subsequent step involves investment PR through the creation of public annual reports, which should encompass all facets of the university`s operations.` — Ekaterina Soshnikova
Soshnikova also shared findings from a survey of students nationwide. She reported that 35% of surveyed students consume science content several times a week, 31% do so once a week, while 17% rarely engage with it. Popular formats among young audiences include Telegram channels, social media, blogs, shows, and interviews. The expert highlighted these results as a valuable guide for those involved in science promotion.
Natalya Tyurina, Head of the Education and Social Sphere Projects Department at the `Rossiya Segodnya` media group, noted that over the last decade, a clear image of Russian scientists has been successfully established in the public consciousness.
`In 2013, initial assessments indicated that the concept of `Russian scientists` barely registered in Russia. We had various scientists – American, British – but Russian scientists were not prominent. We can now confidently state that over these years, we have successfully addressed this: Russian science is now fashionable.` — Natalya Tyurina
She added that popularizing science is vital not just for enhancing a university`s reputation, but also for establishing market leadership, creating demand for new developments, attracting collaborations, and engaging the public in scientific endeavors.
According to Tyurina`s data, university promotional efforts primarily focus on technological leadership (two-thirds of topics) and quality of life (slightly less). However, crucial areas like environmental well-being and individual potential receive minimal attention, despite strong public interest.
In conclusion, Sergey Kukushkin, head of the Laboratory of Structural and Phase Transformations in Condensed Matter at the Institute of Mechanical Engineering Problems, Russian Academy of Sciences, highlighted the critical role of the science communicator.
He suggested that science and business can better understand each other through an intermediary capable of presenting complex scientific discoveries and inventions in an easily understandable way.
