The challenge of identifying behavioral goals for communication in the context of basic science

This essay highlights the unique challenges that basic scientists may face when trying to identify goals for their engagement efforts. We propose that the difference between basic and applied science, at least when it comes to communication, is primarily about the degree to which scientists can identify audience-specific behavioral goals for their communication efforts. To support our thesis, we provide data from recent survey projects that highlight the degree to which applied and basic scientists have different views about behavioral goals for their communications. We ultimately suggest that basic scientists may need additional help choosing goals and that applied scientists may have more opportunities for focused impact whereas the impact of engagement by basic scientists may be more broad-based.