Two-way communication can build trust, science communicator Raven Baxter told an audience at Virginia Tech’s Haymarket Theatre on November 6. Also known as “Dr. Raven the Science Maven,” Baxter emphasized that every interaction a researcher has with another person is an opportunity to build curiosity, learning, and trust. Giving people a chance to engage with scientists encourages this, she said.

    "When trust leads, the truth follows, and people will be open to possibilities," Baxter explained.

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Raven Baxter spoke at Virginia Tech November 6, 2024. Photo by Carrie Kroehler for Virginia Tech.

    With master's degree work in protein folding and a Ph.D. in curriculum, instruction, and the science of learning, Baxter currently serves as the director of science communication for the Icahn School of Medicine at Mt. Sinai. Her talk, “Science communication can be the antidote to misinformation, if we let It,” was part of the Kelly Lecture Series, sponsored by the Institute for Critical Technology and Applied Science and the College of Engineering and funded by a gift from Hugh and Ethel Kelly. 

    Baxter stressed that scientists should “not assume the public knows everything” and that “our research must be as transparent as our communication.” She encouraged every scientist to develop a mindset of service, see science communication as an important part of their career, and make everyone feel that science is for them.

    Baxter highlighted the importance of science communication in combating misinformation, pointing out that 46 percent of scientists have moved from X to other platforms like Mastodon, Threads, and Bluesky. This shift has led to a gap in how scientific information is shared with the public, she said.

    With nearly 8 in 10 Americans getting their news online, misinformation spreads 10 times faster than accurate information — an alarming situation. Baxter noted that the main cause of misinformation is "extreme distrust." For example, she said, a recent study showed that public confidence in scientists dropped from 39 percent in 2020 to 23 percent in 2023. Yet, in the same survey, 79 percent of people said they still believe government funding for scientific research is valuable for society. This suggests that while the public trusts science, they don’t always trust scientists, Baxter said.

    Baxter encouraged scientists in the audience to rethink their approach to communication and to recognize that they are part of the misinformation problem. The solution, she argued, is for scientists to step out of their labs, communicate their research to the public, and acknowledge the political aspects of their work. As she put it, "Hope is not a strategy."

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During Raven Baxter's November 6, 2024, presentation at Virginia Tech, she emphasized that solving the world's problems will require the expertise of all of us, not just of scientists. Photo by Carrie Kroehler for Virginia Tech.

    Science communication is essential in addressing misinformation; as Baxter said, “The work doesn’t speak for itself.” Historical figures like Charles Darwin, Albert Einstein, Rachel Carson, and Cynthia Chapple showed us the power of speaking out, she explained.

    "We [scientists] make things make sense," Baxter said. She emphasized that "It’s not about me!" Science communication should focus on engaging with people, not talking down to them or taking a stance of superiority.

    She also highlighted the importance of storytelling — not just by sharing real-life stories, but by creating a narrative that moves people, makes a difference, and truly connects with the audience.

 

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Photo by Carrie Kroehler for Virginia Tech.


    Baxter suggested ways to build trust, including becoming part of the public fund of verified information and not shaming people into submission. She further provided a set of steps for effective communication:

  1. Know your why: Baxter suggested asking yourself these questions before communicating your work: Why do you do what you do? What do you have to share with the world? Why should people listen to you? How do you want people to feel about what you know?

  2. Keep it simple: Achieving simplicity requires more effort and skill, Baxter said, but is worth the effort. When we simplify complex ideas, we are aligning them with the natural world and making them easier to understand. She also pointed out a connection between communication and research, stating that the best scientists are often those who can express ideas clearly and simply. How to do it? Use straightforward language, she said, that still captures the scientific essence of the topic.

  3. Just get out there: Scientists need to learn how to “land the communication plane” effectively, Baxter stated, and stop blaming the public for not understanding.

  4. Build a trusted digital brand: For people interested in digital platforms, Baxter recommended patience and compassion, avoiding talking down to people, and continuously improving your communication skills. Be consistent and start small, she said, and then grow your presence.

    Baxter ended her talk with a powerful message: “The antidote for misinformation is science communication.” She also shared her favorite quote, also highly relevant to communicating one's work: “Be your unapologetic self.”

    To learn more about Dr. Raven Baxter, please visit her LinkedIn profile or website. 

By Padmaja Mandadi, Center for Communicating Science graduate assistant