In the space between: public information officers in science

As a na？ve young researcher at the Marine Biological Laboratory, I watched with surprise and distress as scientists tried to share facts and uncertainties about the court‐mandated move of Boston's sewage outfall pipe into Cape Cod Bay. They faced a group of angry, distrustful protesters who feared that the move would destroy an ecosystem they depended on for enjoyment, recreation, renewal – and their livelihoods. These scientists loved Cape Cod Bay just as much as the protesters, but their information fell on deaf ears. I resolved then to learn the communications skills needed to bridge those kinds of divides. – MD The moments that led up to such a career transition were different for each of us. Whether we carved a wandering path or a direct one to science communication, all three of us shared a desire to connect with people and place science in a societal context. We have found the role of public information officer (PIO) a fulfilling way to do so. The PIO is a communicator whose role is to promote and explain the work of an institution, government agency, or non‐governmental organization (NGO). To some, the word “promotion” smacks of hype and spin. It's certainly true that PIOs choose the most interesting and important stories to share, but we're also keenly aware that our efficacy is contingent upon the trust of the communities we represent, the media, and citizens. Science PIOs fill a space between scientists and journalists – and increasingly, between scientists and public audiences more directly. Rather than focusing deeply on one area of science, we are constantly scanning the horizon, searching for stories that will catch the attention of our audiences and showcase the accomplishments of our employers or clients. As a result, scientists collaborating with PIOs gain considerably from the PIO's skillset, experience, and contacts. By working with a good PIO, a researcher can position their work to have real societal impact, far beyond what they could achieve alone. Once upon a time, the “classic” PIO would work for a university or other large institution. They primarily wrote press releases and pitched them to reporters (Figure 1). Their most important skills were: (1) getting the science right (to maintain the trust of the scientists whose work they represented), (2) maintaining relationships with reporters (so journalists would take their calls), and (3) telling a good story (so their press releases would stand out from the pack). PIO roles have broadened considerably in recent years. With dedicated newspaper science sections nearly extinct