The job of a scientist is to collect and analyze data to figure out what is going on beyond our senses. Through data, we know the Earth is not flat, molecules vibrate, and we can predict there will be future pandemics.
In many instances, science gives us an understanding of the world that is not visible to the naked eye and in some cases is downright counterintuitive. For example, many children think the Earth gets colder as you head toward the core because the basement is colder.
If you want to persuade someone that their everyday senses might be deceiving them, chances are you reach for data to prove your point.
Well, think again.
In this article, you’ll find 9 common communication techniques that often backfire, and learn effective ways to have conversations that make space for science.
1. You try to debunk a myth
Stating a myth can reinforce it. So if you want to debunk a myth, state the facts first.
- Fact-first (“The evidence shows X)
- Followed by a respectful explanation of where the myth comes from (Some people have heard Y, but that’s because…”)
Do not use the “point: counterpoint” structure where you state the myth, followed by the correct fact. It tends to entrench the myth.
2. You try to prove your point with data
People reason through identity and values first. So it backfires if you deluge them with facts.
If your message threatens someone’s worldview, no amount of data will persuade them.
- Identify the deeply held values of your audience (roots of personal wellbeing, freedom, fairness, protecting family, economic stability, stewardship).
- Frame scientific information through those values.
Example:
Instead of: “Climate scientists have 30 years of irrefutable data that sea levels are rising.”
Try: “Protecting local jobs in fishing and tourism means planning for higher coastal risks.”
3. Your build your case around the facts
People do not update their beliefs when they acquire new data or statistics. They do update their beliefs from stories and personal examples. So, a case built on data alone will backfire because people are very good at using new information to reinforce what they already think. Stories, on the other hand, can create an opening for change.
- Stories invoke emotion.
- Emotions can open minds to new ways of thinking about the world.
Tell a story by starting with a relatable person to your audience. Why would your audience care about this person? What was this person struggling with? Was there a conflict they needed to overcome? Describe how the person changed. Offer a grounded scientific explanation of what went on for them.
4. You share a mountain of evidence
Believe it or not, when it comes to trying to overcome misinformation, a mountain of evidence is not a strength. An overload of data, facts or stats can backfire. Less is more.
Instead, try:
One main message
One metaphor or analogy
One data point that illustrates magnitude
Example: “The climate crisis is like the Titanic – we may not be alert to the danger right now, but if we do not change course, there will be a disaster and there are not enough lifeboats.”
5. You express uncertainty
People trust communicators more when they express uncertainty, but it can backfire unless you express it with boundaries.
Backfire: “We don’t know.”
Better: “We don’t know the exact number, but every study so far shows the same direction.”
This shows honesty without eroding trust.
6. You see yourself as an explainer
If the truth threatens someone’s worldview, their defenses mount. Often, as scientists, you see your role as being the expert, the one with access to the facts – and you are here to share them. This can backfire because you are setting up an us vs. them situation.
Changing someone’s mind, or opening up their mind, is not about transmission of data, it’s about amiable co-construction. It requires a partnership mindset.
- Trace back to the point where you find common ground.
- Analyse together where your views start to depart from one another.
- Reflect together to see what the nub of the difference lies.
7. You do not connect the evidence to the listener’s group identity
If changing a belief threatens someone’s group identity, they are more likely to hang onto their view than leave the group.
If you want this data to change minds or behaviours:
- Provide a new way to maintain identity while accepting the evidence
- Reframe the desired view as consistent with the community’s group norms
Example: “Adolescents have always challenged authority — rejecting the corporate algorithms that hook you on social media is a modern-day version of this.”
8. You think that trust will come from the data, and not the messenger
If you have an element of shared identity with the audience, there is a greater basis for trust. An effective messenger shows:
- Human warmth and vulnerability
- Professional and overall competence
- Shared identity
- Political neutrality
If you really do not have any aspect of a shared identity with your audience, then you can develop a partnership approach through the fact that you care about the same thing.
9. You demonstrate your expertise by using scientific terms
This is probably obvious and the easiest to employ. Scientific jargon creates that us vs. them distance that you want to avoid. You want to be on the same side as your audience, and to signal your partnership with them, to bring them along with you.
Some scientists deliberately use specialized terms with the goal of trying to enhance their credibility but this often backfires.
More often, scientists are simply unaware of how rare some of their everyday terms might be in mainstream language.
Example: Instead of “vector-borne transmission,” say “it spread through fleas.”
You’d be surprised at how many terms might be considered jargon or have different everyday uses, even ones as simple as theory, positive/negative results, organic molecules, or DNA. So test drive your language on a friend or family member who will be honest with you about even the little things that could be improved.
Communicating science in a persuasive way takes empathy and continual feedback and improvement.
Enjoy the process!