The fear of chemicals and the chemical industry is widespread among the general public and the media. How should chemists best attempt to remedy this?  What techniques are effective in making scientists influential among non-scientists? The use of factual information to counter scientifically incorrect statements is satisfying for scientists. However, this 'deficit model' has been shown to be a poor means of actually changing public opinion, broadly or on an individual level.  Chemists should shift away from the 'facts and lecture' deficit model approach to a conversational approach that seeks to listen to and understand their audience. Knowing their audience's cultural context and building trusting relationships have been shown to be more influential techniques. For chemists, sharing details about their personal backgrounds and training may be helpful in establishing that chemists are not only knowledgeable, but trustworthy and empathetic about public concerns. Through these methods, chemists can change minds and spread their influence more effectively about chemicals, counter misinformation and share our love of chemistry.

How to communicate effectively about chemicals with non-chemists

248th National Meeting (2014)

The official archive and repository for all ACS Meetings & Expositions abstracts and select posters or presentations.