How to Make Science Visible: The Role of Communication in the Age of Innovation

In today’s fast-paced information age, public trust in science and innovation is more crucial than ever before. However, this trust doesn’t emerge on its own – it must be built, nurtured, and developed. In episode 122 of the BSMS podcast “Tirgziņu Tērzes,” communications professional Anete Ķiseleva from Riga Technical University shared her experience on how to communicate science and innovation in a way that is understandable and engaging to the public.

From the Ivory Tower to the Heart of Society

Historically, science has been closely tied to the academic environment – closed off, complex, and often incomprehensible to the general public. Anete Ķiseleva acknowledges that one of the main challenges today is breaking down these barriers. For society to perceive science as relevant and relatable, we need to start speaking in a language people understand – clearly, structured, and using everyday examples.
“People are not interested in ‘science as such.’ They are interested in solutions that directly impact their lives – health, the environment, technology. Our task is to show that science is behind these solutions,” says Ķiseleva.

Science – Not Just Facts, But Stories

The biggest mistake in science communication is focusing only on facts, numbers, and terminology. For information to truly reach people, it must be emotionally engaging and connected to real-life examples. Anete emphasizes the power of storytelling – instead of talking about "sustainable materials," it's much more effective to share how a specific invention helps reduce plastic waste or improves people’s quality of life.
This is the approach taken by the RTU Science and Innovation Centre when creating communication campaigns, articles, and events. One successful example is stories about technologies developed within RTU or in collaboration with the university that are being applied in companies, urban environments, and beyond. These examples help foster understanding, inspire, and create pride in Latvian scientists and students, who are often involved in the innovation process.

Strategy and Partnerships

Effective communication requires a clear strategy.
“Science needs its own branding,” Ķiseleva points out.
That means a clearly defined tone of voice, visual identity, target audience, and message structure. Scientific institutions need to become recognizable not only in academia but also in public discourse, media, and social networks.
Partnerships with companies and industry professionals also play a vital role. Innovation happens where knowledge meets application – that’s why RTU regularly collaborates with industry to co-create solutions and simultaneously build communication bridges to the public.

The Communicator as Interpreter and Bridge

Scientists are often deeply immersed in their fields and may lack the tools or confidence to communicate effectively with external audiences. This is where communicators come in – acting as intermediaries or "interpreters" between the world of science and society. Anete notes that this role requires not only professional skills but also curiosity and respect for the scientists' work.
To support this collaboration, RTU organizes internal training and consultations for scientists whenever possible – helping them improve presentation skills, offering support in media relations, and structuring narratives tailored to specific audiences.

Science Must Be Heard

The podcast conversation makes one thing clear: if society doesn’t hear science, it will struggle to understand the meaning and foundation of innovation. But if science can exist in the public sphere with inspiring, understandable, and meaningful communication, it has the potential to become a driving force in societal development.
Today, as the world faces challenges like climate change and rapid technological development, it is essential for society to trust science. Trust comes from understanding – and understanding comes from good communication.

🔗 Listen to the full episode: Tirgziņu Tērzes #122 – bsms.lv