Dr. Saav Solanki argues that effective communication is more than half the battle in science. He believes the best scientists are those who can explain complex topics, like how a T-cell engager works, with enough clarity for a high school student to understand, which is essential for fostering collaboration and broader support.

Making a discovery or publishing a paper is not the final step. A scientist's role is incomplete until their findings are understood and accepted as truth by the broader community. This reframes communication not as an add-on, but as a core responsibility for achieving scientific impact.

Media outlets maintain a list of reliable, articulate guests. By delivering a compelling and well-prepared interview, you can become a go-to source for that outlet, securing numerous future media opportunities from a single successful appearance.

Contrary to common advice, treating the public like they're in fourth grade sounds condescending. A better approach is to explain the assumptions behind your conclusions. This empowers the audience and builds credibility, especially when scientific understanding evolves, as it does during a pandemic.

Despite its prevalence, social media is often the least effective and most toxic platform for public engagement. Dr. Hotez ranks longer formats like books, podcasts, and even local news as far more meaningful for educating the public. Social media should not be the cornerstone of a communication strategy.

To ensure collaborators promote joint content, eliminate all friction by doing the work for them. Provide pre-written social media posts, email copy, and video clips. This small step significantly increases the likelihood of sharing because it respects their time and removes the cognitive load of creating a post from scratch.

Skepticism is a scientist's superpower, but it's a barrier to new ideas. Effective communication must first put that skepticism at bay and activate curiosity. Use tools like analogies or framing questions to make an audience open and receptive before presenting a novel claim or data set.

As public trust in institutions erodes and people retreat into insular communities, communications professionals have a greater opportunity to demonstrate value. They can do this by fostering understanding and brokering connections between disparate and isolated groups.

When building an influencer program, the most authentic and accessible advocates are often internal. Companies should start by identifying and empowering their own C-suite, topic experts, and even rank-and-file employees who have credibility and influence. This forms a strong foundation before expanding to external partnerships.