Where do we want this story to go?

My research is focused on an animal species that I never thought I would study: humans.

Specifically my research is focused on human communication. Or, even more specifically, on how we can take a more strategic approach to communications in order to encourage greater public engagement and behaviour change for biodiversity conservation.

It's a seemingly obscure topic.

But it's strangely topical right now, because the importance of clear, effective communication is rarely higher than during a global health crisis.

I recently made a post to my research lab's blog, giving some advice to conservation professionals (whoever that is...is that what I am?) about how to talk about COVID-19. In it, I discuss the important of generosity and understanding, accuracy, being clear on the purpose of communications, and being careful with use of language. These elements of communication are always important, but in a crisis situation they become critical.

I ended the piece asking myself a question:

Where do we want this story to go?

"Looking long term, it now seems undeniable that coronavirus is changing the world, and the social context in which we continue to research and work will be different even if we eventually return 'back to normal'. 

As conservation scientists we don't want to see COVID-19 create a new social and narrative context where taking action on issues like biodiversity conservation or climate change are even more difficult. As communicators, we need to think about where we want the story to go. Perhaps economic reform as a result of COVID-19 could also make progress towards a more sustainable future? Perhaps rather than bouncing back, we can bounce forward after coronavirus?"

Coronavirus is changing the world, and the new stories that emerge from these changes will set the stage for where we go next. And we all have the power to create and share these new stories.

"We can start to lay the foundation for these conversations now by avoiding comparing crises (e.g. by lamenting that biodiversity conservation hasn’t had the same response as COVID-19) and focus instead on needing kindness and cooperation, and scientific expertise. Some current responses to COVID-19 convey border control and security message frames, which don’t set a healthy narrative context for action for biodiversity conservation or climate change."

We need to avoid the stories that pull us back to where we were, and focus on the stories that push us towards where we want to be.

"By focusing instead on humanity’s ability to band together in the face of an existential crisis, and asking people to continue to have courage, we allow the space for future calls for action to tackle climate change. By highlighting that we have been able to make changes to our way of life when called for, we increase public perceptions of our collective impact and strengthen our own self-belief that we can make meaningful change.

In doing this we foster a narrative of cooperation amidst a crisis, where we listen to the advice of experts, and are able to find solutions to complex and global problems, setting the stage for progress towards a more sustainable future."

Because stories are important. They make things possible. They set the frame for our future.

Let's make it a good one.

You can find the full blog post, How to talk about COVID-19 for conservation professionals, on the ICON Science website here.

Featured image by pine watt on Unsplash