Effective communication of marine science to the Australian community Expert Working Group on Engaging Australians in the Marine Sciences Draft for public comment April 2012 Page 1 of 60 Prepared by the Expert Working Group on Engaging Australians in the Marine Sciences under the Inspiring Australia program Chaired by Ian Poiner, AIMS Associate, Australian Institute of Marine Science Convened by Steve Clarke, Australian Institute of Marine Science For more information about Inspiring Australia, please contact: Manager Inspiring Australia Strategy Questacon – The National Science and Technology Centre Department of Industry, Innovation, Science, Research and Tertiary Education PO Box 5322 Kingston ACT 2604 Telephone: +61 2 6270 2800 Facsimile: +61 2 6270 2808 Email: Inspiring.Australia@innovation.gov.au You can access this report from the department’s internet site at www.innovation.gov.au Copyright With the exception of material that has been quoted from other sources and is identified by the use of quotation marks ‘ ’, or other material explicitly identified as being exempt, material presented in this report is provided under a Creative Commons Attribution 3.0 Australia licence. The details of the relevant licence conditions are available on the Creative Commons website at http://creativecommons.org/licenses/by/3.0/au/deed.en. The document should be attributed as Inspiring Australia Expert Working Group on Engaging Australians in the Marine Sciences. Page 2 of 60 C o n t e n ts Executive summary ....................................................................................... 5 1 2 3 Introduction ......................................................................................... 7 1.1 About the expert working group ................................................. 7 1.2 Inspiring Australia....................................................................... 7 1.3 The Oceans Policy Science Advisory Group and the Ocean and Coastal Communicators Network ............................ 8 Exploring marine science communication ....................................... 9 2.1 Key themes for marine science communication ......................... 9 2.2 What does ‘marine’ cover? ....................................................... 11 2.3 What is marine science? .......................................................... 13 2.4 Why is marine science important? ........................................... 14 2.5 Key engagement groups and issues for marine science communication ......................................................................... 17 Considerations and recommendations for marine science communication ................................................................................. 24 3.1 Keeping marine science on the national agenda ..................... 24 3.2 Bringing marine science into the community ............................ 28 3.3 Using marine science to inform government decisions ............ 33 3.4 Putting marine science into practice......................................... 35 3.5 Showcasing Australia’s marine science ................................... 37 Appendix 1 Expert Working Group on Engaging Australians in the Marine Sciences — membership and terms of reference ............................................................................ 39 Appendix 2 Project methods .......................................................... 43 Appendix 3 Review of current marine science communication activities ................................................................. 45 References ................................................................................................... 60 Page 3 of 60 Ac k n o w l e d g m e n ts The Australian Government Department of Industry, Innovation, Science, Research and Tertiary Education commissioned this work as part of its Inspiring Australia strategy. Members of the Inspiring Australia program (particularly Simon France and Milli Styles) provided excellent support and guidance for the expert working group throughout its work program. We thank all who responded to the various surveys used to inform this report and the leaders of the concurrent expert working groups on tropics, deserts and Indigenous science communication issues, who acted as sounding boards during the process. Susannah Elliott of the Australian Science Media Centre provided valuable insights during development of this group’s report. Paul Irving at the Australian Maritime Safety Authority provided insights into the shipping industry and Lyndon Llewellyn at the Australian Institute of Marine Science contributed to the group’s understanding of the nation’s system of container and commodity ports. Sarah Brooker (Science in Public) provided expert facilitation services to the group, and Janet Salisbury and Julie Irish (Biotext) developed the structure and produced the final text of this report. Their professionalism and commitment has been a cornerstone of development of this report. Page 4 of 60 E x e c u t i ve s u m m a r y Australia is an island nation with a vast marine territory that extends hundreds of kilometres from our coast, and down into some of the deepest oceans. Australian society has deep cultural, economic, even spiritual connections with the oceans that surround us. Most of us live near the coast and we rely on the marine environment for food, energy and international trade. Australians value our close relationship with our marine environment. We need to better understand our impacts on this environment, and other ways that it is changing, to be able to continue these important economic, social and recreational activities. Marine science provides us with the knowledge to maintain these relationships — it is essential to unlocking both opportunity and understanding. Marine science can inform, educate, and even entertain us. In so doing, it can help all Australians to participate in preserving, respecting and continuing to value the benefits that our marine environment provides us. Marine science is also accessible. It provides students and the public with a gateway to the science world, as do astronomy and forensic science. Effective marine science communication is essential for the marine community, and is a critical tool for building greater science awareness in Australian society. This report was commissioned by Inspiring Australia, the government’s national strategy for public engagement with the sciences. The report makes a series of recommendations to unify and amplify the impact of the national investment in marine science communication. Keeping marine science on the national agenda Communication is spread across a wide range of organisations. In a series of recommendations, we call for better coordination across the marine science communication community. In particular, the recommendations cover: developing the role of the Ocean and Coastal Communicators Network as a facilitator of coordinated communication; engaging a coordinator; and developing a national communication strategy and a national community of communicators in marine science promoting marine science to the education sector in a more coordinated way and incorporating marine science into school curriculums. Bringing marine science into the community The recommendations cover: promoting a national profile-raising campaign about the top 10 things Australians need to know about our oceans Page 5 of 60 making better use of the network of aquariums, zoos, museums and similar public facilities focusing on citizen science — involving the public in research programs and data collection conducting a national survey of marine users engaging with the art world supporting extended media training for researchers using new media (eg blogs and social media) engaging more productively with nongovernment organisations via an annual national forum that encourages dialogue expanding dialogue with traditional owners. Using marine science to inform government decisions Marine issues cover multiple ministerial portfolios and agencies. Our recommendations for better engagement with government include: briefing key advisers in relevant portfolios increasing participation by marine scientists in Science Meets Parliament and other forums. Putting marine science into practice The report recognises the failures in past engagement with industry stakeholders such as fishing, energy, ports and shipping. We recommend a new effort to: establish dialogue between researchers and industry, as well as government regulators of marine industry sectors connect researchers and industry through a database of expertise. Showcasing Australia’s marine science The report acknowledges that the quality, importance and impact of marine science are poorly recognised, and we offer a series of recommendations on improving the public profile of marine research, including: using marine science conferences and other existing events as a platform for public and media engagement working with the tourism industry to integrate marine science into tourism promotions A common thread running through all these recommendations is that, through collective action, we can achieve more than we could individually. Page 6 of 60 1 Introduction 1.1 About the expert working group Australians commonly see themselves as residents of a marine nation. However, many Australians have only limited familiarity with the science that helps them to understand, sustain and benefit from our oceans and seas. This report presents a snapshot of the current approach to marine science communication in Australia, identifies some of the key issues and areas of greatest opportunity, and makes a series of recommendations to help people involved in the marine sciences to build greater awareness of the important role they play in our marine future. The report has been prepared by the Expert Working Group on Engaging Australians in the Marine Sciences (Marine EWG). The working group was established by the Australian Government’s Inspiring Australia national science communication strategy, with the Australian Institute of Marine Science (AIMS) as the nominated lead agency. Inspiring Australia is part of the Australian Government Department of Industry, Innovation, Science, Research and Tertiary Education (formerly the Department of Innovation, Industry, Science and Research). The Marine EWG had the following objectives: to deliver a series of recommendations for the science community that provide a clear focus and encourage consistent messaging for engaging Australians in the marine sciences to facilitate collaboration and increase coordination of marine science communication activities across Australia to develop a platform upon which to base activities aimed at increasing awareness of the importance of our marine domain building support for increased investment in marine science, technology and innovation to ensure activities of the group align with the Inspiring Australia Framework of Principles for Science Communication Initiatives and the elements outlined in the Marine EWG Terms of Reference. Further details about the membership of the Marine EWG and its terms of reference are shown in Appendix 1; project background and methods are shown in Appendix 2. Results of a recent survey of marine science communicators about current activities are shown in Appendix 3. 1.2 Inspiring Australia The Inspiring Australia national science communication strategy was released on 8 February 2010 by the then Minister for Innovation, Industry, Science and Research, Senator The Hon Kim Carr (DIISR 2010). It was developed through Page 7 of 60 consultations with a wide range of scientists, science communicators, educators, journalists, academics and government officers in all states and territories. The strategy is being continued by the current Minister for Tertiary Education, Skills, Science and Research, Senator The Hon Chris Evans. Inspiring Australia is a high-level national strategy for public engagement with the sciences and a key element of Australia’s innovation agenda. It aims to build strong, open relationships between science and society, underpinned by effective communication of science and its benefits. The primary objective is to encourage development of ‘a scientifically engaged Australia’, which is defined as a society that: is inspired by and values scientific endeavour attracts increasing national and international interest in its science critically engages with key scientific issues encourages young people to pursue scientific studies and careers. At its broadest level, the strategy calls for a partnership approach among governments, agencies, organisations and communicators throughout Australia. Inspiring Australia identified marine science as an area of opportunity for engaging Australians and the world in Australia’s research efforts in ocean and coastal research and infrastructure development. The Marine EWG was therefore established to address objectives and deliver outcomes for marine science, particularly in relation to: 1.3 Recommendation 9 — That the national initiative include collaborative projects that stimulate science organisations and networks across Australia to work together to promote information sharing. Recommendation 13 — That a ‘national framework – local action’ approach be adopted, led by a national hub collaborating with federal and state jurisdictions, business and the community. Such an approach should aim to increase cooperation among organisations involved in science communication down to the regional level, and drive partnerships and complementary activities. Recommendation 15 — That the national initiative support a program of research in science engagement — such as baseline and longitudinal attitudinal and behavioural studies, activity audits, program evaluations and impact assessments — to inform future investment decisions by government and its partners. The Oceans Policy Science Advisory Group and the Ocean and Coastal Communicators Network This report also draws on previous work of Australia’s Oceans Policy Science Advisory Group (OPSAG); in particular, A Marine Nation: National Framework for Marine Research and Innovation (OPSAG 2009, currently under revision). In its Page 8 of 60 report, OPSAG identified four elements of a proposed national marine research and innovation framework. The three core elements — exploration, discovery and sustainability; observations, modelling and predictions; and marine industries development — are interlinked and highly complementary. The fourth element — engagement and knowledge transfer — underpins the entire framework to support effective engagement, close collaboration and technology transfer to ensure maximum effectiveness of the programs. In 2009, the Ocean and Coastal Communicators Network (OCCN) was established by a group of marine-focused communicators representing the core OPSAG agencies. The OCCN aimed to establish a network of contacts and a community of practice for marine science communicators to coordinate activity and provide support. The OCCN’s objectives overlap significantly with those of the Marine EWG. 2 Exploring marine science communication Australians value our close relationship with our marine environments. We have historically, at present, and in the future, been reliant on our oceans — to come to the country, to live and feed ourselves, and to play and socialise. We need to better understand our impacts on our marine environment, and other ways that this environment is changing, to be able to continue these important economic, social and recreational activities. Marine science provides us with the knowledge to maintain these relationships — it is essential to unlocking both opportunity and understanding. Communicating marine science is the key that allows all Australians to participate in preserving, respecting and continuing to value the benefits that our marine environment provides us. The Marine EWG explored several aspects of marine science communication and developed themes for structuring communications activities. In order to discuss marine science communication, the group also defined ‘marine’ and ‘marine science’, and identified key engagement groups and issues. 2.1 Key themes for marine science communication Marine science communication can drive the science cycle. Communication about marine science helps the users of the research to be better informed. This supports research funding and provides clarity for further research needs. New research projects are formulated based on these needs, the results are communicated to further inform the research users, and the cycle begins again. The users of the research include the public, government, industry and education. In considering these different groups and their position in the science cycle, the Marine EWG identified five key themes for categorising marine science communication activities (Figure 1). These are: raising awareness of marine science in Australia (keeping marine science on the national agenda) Page 9 of 60 communicating with various communities such as surfers, recreational fishermen, nongovernment organisations and traditional owners (bringing marine science into the community) communicating with government and politicians (using marine science to inform government decisions) communicating with industries such as fisheries and energy (putting marine science into practice) supporting communication with researchers and profiling our research internationally (showcasing Australia’s marine science research). Each theme is described in more detail, with recommendations for communication activities, in Section 3. Figure 1 Key themes for marine science communication Page 10 of 60 2.2 What does ‘marine’ cover? The following definition of ‘marine’ was agreed by the Marine EWG to inform this report and recommendations: Our marine environment comprises the oceans, seas, seabed, coasts, sea country and close catchments, and their living and nonliving resources that sustain our communities, commerce, security, recreation and cultures, and that we have a responsibility to sustain in turn. Rationale for this definition The marine environment is dynamic and multidimensional, with complex and interrelated living and nonliving components in the water column, and on and under the seabed. Although we usually measure marine areas in square kilometres, they actually occupy a cubic volume, and further dimensions in time and space are added by the movement of water and marine life from one area to another, changes to coastlines, and the renewal of some resources over time. The social and cultural aspects of the marine environment are also critical, as shown by the long-term interests of Indigenous and non-Indigenous people in Australia’s coasts and coastal waters. It was challenging to capture all these components in a definition of ‘marine’. The Marine EWG appreciated the Indigenous concept of ‘sea country’, which includes the sea off the coast and also the land areas that are influenced by the sea (eg salt pans and mangroves). However, this concept does not encompass the vast areas of deep ocean that are not often visited by people. These areas were therefore captured in the definition as the ‘oceans’ and ‘seas’. The term ‘close catchments’ indicates estuaries, rivers or other water areas that are in close contact with the coast, but not those that form Australia’s large inland water systems (which are not part of the marine environment). Like ‘sea country’, the inclusion of ‘close catchments’ in the definition highlights the reciprocal influence between the ocean and the land. The Marine EWG recognised that different people place different values on the marine environment, and that it is a shared space with multiple resources and uses. The marine environment is valued for food, energy, recreation, trade, security (both defence and biosecurity), culture and conservation. The group agreed that the definition of ‘marine’ should indicate these different values in an inclusive way to ensure that all people could feel ownership of Australia’s marine estate. Australia has ownership of its marine estate by international agreement, but with this ownership comes responsibility. The definition therefore includes an indication of stewardship and our shared responsibility for the marine environment. Australia’s marine environment is managed by a complex network of administrative zones (Figure 2). Page 11 of 60 Page 12 of 60 Adapted from Symonds et al (2009) Figure 2 shows a map of Australia’s marine jurisdictions, identifying the following administrative zones: Territorial sea and international waters Australia’s exclusive economic zone as defined by the United Nations Convention on the Law of the Sea and certain treaties (not all in force) Australia’s extended continental shelf (ECS) beyond 200 nautical miles as confirmed by the Commission on the limits of the Continental Shelf and as defined by certain treaties (not all in force) Australia’s ECS considered by the commission and yet to be resolved Australia’s ECS off Antarctica as submitted on 15 November 2004 to the commission that Australia requested not to be considered for the time being Joint Petroleum Development Area as defined in the Timor Sea Treaty between Australia and Timor-Leste Treaty boundary with opposite or adjacent state The map also shows the following regional foreign jurisdictions: The French Republic New Zealand New Caledonia Solomon Islands Papua New Guinea Timor-Leste Indonesia 2.3 What is marine science? For the purposes of this document and the Marine EWG, marine science encompasses ocean and coastal research, technology, engineering and associated infrastructure. This is carried out in several fields of study by various organisations, including: observation and measurement (eg Australia’s Integrated Marine Observing System, the Marine National Facility, the Commonwealth Scientific and Industrial Research Organisation [CSIRO], AIMS, the Bureau of Meteorology [BoM], Geoscience Australia, the Australian Antarctic Division [AAD], the Western Australia Marine Science Institute, the ARC Centre of Excellence for Coral Reef Studies, various universities around the country) modelling and prediction (eg BLUElink, BoM) biodiversity and ecological processes (eg the Marine Biodiversity and Tropical Ecosystems hubs under the National Environmental Research Program) assessment and management (eg the Fisheries Research and Development Corporation, the Australian Fisheries Management Page 13 of 60 Authority, the Great Barrier Reef Marine Park Authority, Geoscience Australia, the National Offshore Petroleum Titles Administrator, the National Offshore Petroleum Safety and Environmental Management Authority) 2.4 engineering and infrastructure (eg the National Sea Simulator [managed by AIMS], the Marine National Facility [managed by the CSIRO], the AAD’s Aurora Australis icebreaker, AIMS’s vessels Solander and Cape Ferguson). Why is marine science important? Key points Australia’s marine jurisdiction is one of the three largest in the world. In some areas, up to 90 per cent of marine species may be unique to those regions. Australia generates wealth from its oceans and coasts. Oceans surrounding Australia influence our climate. Australia’s maritime jurisdiction is nearly double the size of its continental landmass. Most of this area is unexplored. We can lead the world and demonstrate global best practice in marine science and management. Australia has obligations to protect its marine environment under several important international conventions. To ensure that our close relationship with our marine environment continues sustainably into the future, we need to better understand our marine environment. Marine science can help all Australians to participate in preserving, respecting and continuing to value the benefits that our marine environment provides us. The Marine EWG identified eight key messages to engage with various groups about marine science. These grew from draft messages created by OPSAG and the OCCN, and could be used as a framework to guide marine science communication: Australia is a marine nation. Australia’s marine environment supports substantial biodiversity that does not exist anywhere else in the world. Australia’s oceans present enormous economic opportunities. Oceans drive Australia’s climate. The ocean is largely unknown and unexplored. Australia is an international leader in marine research and marine resource management. Page 14 of 60 We have a responsibility to the world to look after our marine resource. The rationale for each of these key messages is described briefly below. Australia is a marine nation Australia is responsible for one of the three largest marine jurisdictions in the world. We administer waters extending from the tropics to the southern polar region, and our maritime borders include parts of the Pacific, Indian and Southern oceans, and the Timor, Arafura, Coral and Tasman seas. Our marine jurisdiction is almost twice the size of the Australian continental landmass and islands (Symonds et al 2009). Our Indigenous and non-Indigenous history both reflect the central role that the marine environment has played in Australian cultural and economic development. This continues today; currently, about 85 per cent of Australians live within 50 kilometres of the ocean (Hugo 2011). Our oceans contribute to social wellbeing and are a focus for recreation and the arts for Australians — from tourism, beach activities and fishing, to inspiration for paintings and music. Understanding our oceans and coasts is thus critical to policy, decision making and planning to ensure a secure future for Australia. Australia’s marine environment supports substantial biodiversity that does not exist anywhere else in the world Australian waters support approximately 50 000 known marine species, with tens of thousands still to be discovered (Butler et al 2010). The variety of geomorphic structures in our oceans provides habitat for a highly diverse range of living organisms. Much of the marine life and ecosystems in Australian waters are unique and highly ecologically valued — in some areas, up to 90 per cent of marine animals may be unique to those regions (Butler et al 2010). Australia’s oceans present enormous economic opportunities Australia generates wealth from its oceans and coasts through fisheries and aquaculture, tourism and recreation, ports and shipping, and resources exploration and extraction. Australia’s marine industries currently contribute more than $44 billion to the economy each year — this is more than the contribution from the agricultural sector. The value of marine industries increased by 80 per cent between 2001–02 and 2008–09. Offshore oil and gas exploration and extraction currently makes up more than 50 per cent of the economic value of our marine industries (AIMS 2010). These marine industries generate employment and underpin regional economies. The marine environment also plays a critical role in international trade. Measured in weight, almost all freight in and out of the country travels by sea (506 out of 508 million tonnes) and this has doubled since the 1980s (Australian Bureau of Statistics data 2001–02). By value, shipping handles about 71 per cent of imports and 82 per cent of exports (Australian Bureau of Statistics data 2001–02). The full extent and commercial possibilities of Australia’s marine resources are unknown. Emerging industries such as desalination, carbon capture and storage, Page 15 of 60 bioprospecting, seabed mining and tidal energy present further opportunities for economic benefit. Oceans drive Australia’s climate The oceans surrounding Australia strongly influence our climate. Our rainfall patterns, and cycles of droughts and floods — El Niño and La Niña — are controlled by ocean circulation patterns and their interaction with the atmosphere. However, our oceans and coasts are vulnerable to climate change. The effects of climate change on our oceans and, therefore, on our land, are uncertain. The ocean is largely unknown and unexplored At 13.86 million square kilometres, Australia’s expanse of ocean is nearly double the size of our continental land area (Symonds et al 2009). Most of this area is unexplored — only about 12 per cent of the sea floor of our ocean territory has been mapped, and this percentage is far less for habitat and species mapping. The extent of marine life in our oceans is also largely unknown — experts estimate there may be as many as 250 000 marine species in Australian waters, but only 33 000 (around 13 per cent) of these are catalogued in our current databases (Butler et al 2010). Greater understanding of our oceans can contribute to better informed decision making, policies and planning for Australia’s future. Australia is an international leader in marine research and marine resource management Australia is a global leader in sustainable fishery practice, marine protection and maritime surveillance that is informed by sound scientific advice. Australia’s worldrenowned expertise in marine science is derived from a number of national research agencies, considerable expertise in the university sector and museums, and major marine science interest and expertise in the Australian states and territories. The recent Excellence in Research for Australia 2010 National Report (ARC 2011) demonstrated that most of Australian marine science sets high standards for the world, particularly in areas such as marine geology, oceanography, fisheries science and ecological applications. With the right research, expertise and infrastructure, we can be a world leader in these and other areas of marine science and demonstrate global best practice. We have a responsibility to the world to look after our marine resource The United Nations Convention on the Law of the Sea establishes Australia’s jurisdiction over the living resources of our exclusive economic zone and grants us an extended continental shelf, giving us an additional 2.56 million square kilometres of continental shelf (about the size of Western Australia) (Symonds et al 2009). We have rights over the seabed and all the living and nonliving resources of the continental shelf that lies below it. With this comes the responsibility to protect the environments of these areas. Australia has committed to additional obligations to protect its marine environment under several other important international conventions, including the Convention on the Conservation of Antarctic Marine Living Resources, the Convention on Biological Page 16 of 60 Diversity and the World Heritage Convention. Within Australia, the Environment Protection and Biodiversity Conservation Act 1999 manages the sustainable development and protection of our biodiversity, including in the marine environment. Australia’s maritime limits also need protection against the unregulated movement of people, illegal fishing, and the introduction of marine pests (Bateman and Bergin 2009). Australia also has a responsibility for maritime search and rescue in an area that is approximately twice the size of our marine jurisdiction. 2.5 Key engagement groups and issues for marine science communication Key points Marine science is accessible, visual and engaging. The public are active and interested in marine science. Nongovernment organisations may seek information about marine science because they are concerned about a particular topic. Marine scientists and traditional owners can both learn from and teach each other. Marine researchers may not understand how to work with the media. Marine science can provide policy makers with information that allows them to make sound decisions. The marine industry wants to communicate about sustainable management practices. There is strong commercial demand for energy resources from our marine environment. The target groups for communication and engagement about marine science include an interconnected web of agencies, organisations and individuals across government, academic, nongovernment, public and international domains. The Marine EWG identified nine groups that marine science communication can focus on. These are described below with key communication issues that are relevant for that group. A Marine Nation (OPSAG 2009) includes a detailed list of more than 100 organisations that are considered to be stakeholders in marine science and marine science communications. In addition, the marine science communicators themselves are a key target group for this report and recommendations. An important communications issue for this group is a lack of coordination and leadership, which means that some work might be duplicated and messages can be inconsistent. Case study The Ocean and Coastal Communicators Network The Review of the National Innovation System (September 2008) recognised marine science and marine industries as a national innovation priority. The Oceans Policy Science Advisory Group (OPSAG) released A Marine Nation in March 2009. This Page 17 of 60 document identified engagement and knowledge transfer as one of four primary elements of a proposed national framework for marine research. A small group of marine science communicators, representing member agencies of the OPSAG Marine Science Steering Committee, established the Ocean and Coastal Communicators Network (OCCN) in April 2009. The stated intent of the group was to develop a platform for collective action to raise the profile of marine science in the Australian community. The OCCN met in Townsville in mid-2010 to agree on the rules of engagement and develop a plan of action. OPSAG lead agencies agreed to provide resources to allow the group to meet annually and to support key activities. The group holds a monthly teleconference to discuss ideas and opportunities for profile-raising activities. The OCCN has delivered a number of events and activities, including an event targeted at Australian Government politicians and decision makers that profiled the achievements of Australian contributors to the international Census of Marine Life. However, the greatest benefit is the opportunity for members of the group and their respective agencies to become more aware of, and to learn from, the achievements of others in the group. An important observation from the OCCN is that, without a clearly defined and appropriately resourced commitment to collective action by each of the participating agencies, planned activities remain at or near the bottom of the list of priorities of individual contributors. The unfortunate reality is that day-to-day intra-organisational priorities significantly detract from individuals’ capacity to support activities in the collective plan. This issue will need to be addressed if the idea of cooperative action is to be a success. Education The education sector provides an interface between science and the public. This sector includes schools (primary and secondary), universities and tertiary education institutions, marine and environmental educators, museums, marine discovery centres, aquariums, national parks, environmental education centres, government agencies, nongovernment organisations and ‘educational tourism’ operators. The education sector is a strong advocate of marine science communication and education; however, communication issues can include: ensuring consistency of messages across all areas of the education sector, rather than different marine education groups highlighting their own agendas communicating with all areas of the education sector. There is no single entity that represents marine science education across Australia, and various state groups can be fragmented incorporating marine science teaching and learning opportunities into the Australian curriculum. Because marine education is not compulsory, this heavily depends on the individual teacher or the location of the school (eg its proximity to the marine environment). Case study The Marine Education Society of Australasia Page 18 of 60 The Marine Education Society of Australasia (MESA) is a national organisation that brings together people who are interested in the study and enjoyment of coastal and marine environments. It provides a forum to share ideas and develop leading environmental education and interpretation programs with a coastal and marine focus, and promotes the sustainable use of marine and coastal environments through education. MESA members are mainly teachers, students and environmental educators. The highlight of the MESA calendar each year is Seaweek, a national event that aims to increase awareness and understanding of the marine and coastal environment. Recent Seaweek themes include ‘Marine debris — clean it up!’ (2012) and ‘Spotlight on marine science’ (2011). These successful events are recognised around Australia and are supported in almost all states and territories. Collaboration is essential to Seaweek’s success. MESA works with marine management agencies and educators to develop and deliver a week-long program of events and supporting educational material. However, most members who help to organise these events do so in addition to their normal workload, so it can sometimes be difficult to ensure that all members contribute equally and deliver their responsibilities on time. MESA recognises that adequate resources — both financial and human — are critical for successful marine science communication activities, particularly those on a national scale. Public and community groups ‘The general public’ is not a homogeneous group — people have varying opinions on, attitudes to and levels of interest in marine science. Individuals can also form groups around shared interests such as sport (eg surfing, sailing, diving, recreational fishing), education (eg museums, aquariums, science groups such as the CSIRO’s Double Helix Science Club) and environmental concerns (eg community-based land care groups). Because of this heterogeneity, the public needs access to information that is pitched at multiple levels. Members of the public want science and scientists to be more accessible so the public can engage with the issues on a more personal level. Marine researchers are not always good communicators, particularly with groups that have little or no understanding of the topic. Nongovernment organisations Nongovernment organisations (NGOs) include public interest groups and civil society organisations. These groups can cover a wide range of activities relating to their particular interests (eg advocating for human rights, lobbying government to improve environmental policy), and can vary in size from community groups to large international organisations. NGOs may seek information about marine science because they are concerned about a particular topic. Communication issues in this situation include tensions caused by polarisation around issues where there are differing perspectives and uncertainty about the risks and benefits of different actions, as well as the need to clarify the purposes of these types of discussions. For example, NGOs may be Page 19 of 60 interested in influencing the policy implications of marine science, but marine science researchers and communicators may not be in a position to discuss these issues. Working together, sharing information and creating an awareness in the community of the importance of research and management can help to reduce uncertainty for all interests. Traditional owners Traditional owners bring valuable knowledge to inform marine science. Reciprocal, collaborative partnerships between traditional owners and marine scientists can maximise knowledge and management of the marine domain, and marine scientists and traditional owners can both learn from and teach each other. Traditional owners can be marginalised when communication about marine science is not equal or inclusive. Media The media (including film, television, print, radio and internet) often represents the interface between researchers or policy makers and the general public. Communication issues for the media may include difficulty accessing marine science information and understanding its meaning and relevance to their audiences. Journalists also work in an environment where deadlines are tight and editorial demands can lead to inaccuracies in reporting, potentially leading to media reports that are not well informed and perpetuation of myths in the community. This can lead to distrust of the media by scientists if their stories have been misrepresented. Marine researchers may not understand how to work with the media and make the most of media opportunities. Mass media is often more concerned with entertainment than information, and researchers may find it difficult to control their story. Government Marine science communication can be directed towards policy makers at national, state and territory, and local government levels. Marine science can provide government with information that allows them to make sound decisions. This information should include discussion of the limits of current knowledge and ways to improve it, as well as successes, achievements and opportunities. For marine science communicators, the government target group is not only comprised of politicians (especially members of parliament for coastal electorates), but also their advisers. A key communication issue is identifying and targeting these advisers and support teams to regularly inform them about the current state of marine matters. Government departments play a role in communicating marine science to all Australians. Challenges that government departments face when communicating marine science include: communicating with a diversity of stakeholders and target groups Page 20 of 60 managing financial constraints that may limit the development of communication projects and the extent of communication activities that can be carried out ensuring consistency in messages between state governments and the Australian Government and their respective responsibilities providing clarity in messages, including differentiating between state and Commonwealth marine jurisdictions. Industry A wide range of industries operate in the marine space, including fisheries and aquaculture, defence, trade, energy and tourism. Research and development projects and activities across the marine science spectrum significantly contribute to the knowledge that is generated in Australia each year. The role of extension (and its associated communication) is to encourage adoption and innovation, and turn the research and development outputs into outcomes, such as changes in practice or management. Fisheries The fisheries industry includes commercial wild-catch fisheries and aquaculture managed by the Australian Government, or state or territory agencies. Marine science and new regulations have significantly changed the way Australia manages its fisheries. Many fish stocks in Australian waters are also recovering as a result of fisheries management and other government and industry initiatives, including the proclamation of marine parks and third-party certification (eg through the Marine Stewardship Council). These regulations, combined with significant investment in research, development and management, have allowed the industry to improve their practices and manage fisheries as a renewable resource. The fisheries industry can be misrepresented when communications emphasise the negative aspects of fisheries management, particularly if this refers to historical practices that are no longer carried out. The industry wants to change the public perception that fisheries are concerned only with extracting marine resources, to recognising that they are part of a food-producing industry that relies on marine science to ensure the sustainability of both the industry and the resources they target. Aquaculture (both land-based and offshore) can also be viewed negatively by the community, largely due to a perception that outdated practices persist. Energy There is strong commercial demand for energy resources from our marine environment. A robust marine science research community can help the energy industry identify and develop resources, make sound decisions based on science, and minimise environmental impact. A key communications issue for the energy industry is sharing of information between researchers and industry to improve industry’s ability to identify and access resources sustainably, safely and cost-effectively. Industry may not have enough access to data to inform their decisions, and potential sources of information are Page 21 of 60 scattered and uncoordinated. In addition, researchers may not have sufficient access to industry data. Tourism Domestic and international tourism are important contributors to Australia’s economy, and many of our country’s most iconic sites are on the coast. Although there is significant interest in marine science among tourists, and a potentially large market, the industry has difficulty accessing information about marine science. Ports and shipping Maritime transport and services through ports and shipping are critical elements for Australia’s international trade. Marine science can inform port planning, development and management by providing data on the sensitivities and resilience of marine environments. An important communications issue for ports and shipping is a lack of engagement with communities and researchers. Issues for container ports include the interests of the local community in aspects such as noise, pollution and access. The impacts of commodity port installations and activities (particularly for large, new developments) are not yet fully understood, and require dialogue and engagement with researchers, industry and communities to ensure long-term sustainability. Researchers Researchers include scientists, engineers and communicators involved in marine research. Communication issues for researchers can include difficulties in sharing data with industry and other communities, and difficulties in the effective communication with the public about their research and its value. International marine programs and organisations The ocean is globally connected. Although we may concentrate on the Australian marine estate, linkages with international marine programs and organisations are essential for Australian marine science and management. For example, Australian scientists were involved and took a leadership role in many of the Census of Marine Life (CoML) initiatives. The CoML was one of the largest scientific collaborations ever conducted, with a global network of more than 2700 scientists from 80 nations. Australia also contributes to regional programs such as the Commission for the Conservation of Antarctic Marine Living Resources (whose headquarters are in Hobart) and regional fisheries management organisations such as the Commission for the Conservation of Southern Bluefin Tuna. We have responsibility for several marine areas on the World Heritage List, including the Great Barrier Reef, the Ningaloo Coast and Shark Bay. Australia’s contribution to and involvement in global programs needs to be better communicated to Australian and international audiences to raise the profile of Australian marine science and management. Page 22 of 60 Case study Marine science informs international policy In March 2012, the UNESCO World Heritage Centre and the International Union for Conservation of Nature conducted a reactive monitoring mission to the Great Barrier Reef World Heritage area, after the World Heritage Committee noted ‘extreme concern’ over recent energy processing and port developments within the region. The mission considered the status of the Reef’s health, the pressures facing the ecosystem (including nearby urban, industrial and port developments) and the management arrangements in place to protect the area. The mission met with government representatives, as well as leading Australian scientists who contribute their knowledge to managing the Reef and the surrounding environments. The scientists were consulted to provide an independent perspective on the status of risks to the site. The mission also met with environmental groups, local governments, traditional owners and industry groups. This example brings together many of the key engagement groups and issues identified in this report, and demonstrates that consultation and engagement with a wide range of groups on marine science issues can inform international policy. The report of the monitoring mission will be presented at the World Heritage Committee’s next session in mid-2012. Page 23 of 60 3 Considerations and recommendations for marine science communication 3.1 Keeping marine science on the national agenda Communications goal To increase the national profile of marine science Key engagement groups Science communicators, education Communications issues Marine science communication would benefit from a nationally coordinated approach Coordinating science communication Australia has made leading-edge discoveries in marine science that can benefit the nation. We have also increased our marine jurisdiction and therefore taken on greater responsibilities for its management. It is important to communicate with people about these opportunities and responsibilities, and engage with key players to realise the benefits. A nationally coordinated approach to marine science communication will be a critical step towards keeping marine science on the national agenda. Collective and coordinated action can increase the effectiveness of marine science communication, raise the profile of marine science issues, coordinate communication activities, and inform and influence decision makers. Connections among marine science communicators can help to share knowledge and build a community of practice. Coordinated efforts can amplify the voice of marine science and focus Australia’s attention on marine matters. To realise this aim, it will be critical to identify both the marine science communicators and the groups they will engage. Recommendation 1 That the Ocean and Coastal Communicators Network (OCCN) be formalised and further developed to become a base for developing a nationally coordinated approach to marine science communication. The OCCN should be formally aligned with the Oceans Policy Science Advisory Group (OPSAG). Engagement group Science communicators Rationale The OCCN was formed in an effort to coordinate marine science communication activities and provide a network of contacts and a community of practice for marine science communicators. The OCCN is therefore in a strong position to continue to build coordination and collaboration in this area. Formal alignment with OPSAG will strengthen the OCCN’s position. Page 24 of 60 Priority High Recommendation 2 That a marine science communicator be appointed to build a national approach, coordinate activities and advance the recommendations of this report. Engagement group Science communicators Rationale Appointing a communicator to advance these recommendations will build leadership and strengthen coordination among communicators. Ideally, this would be a fully funded position with a sole focus on the national strategy. However, the role could be fulfilled on a rotating basis by communicators from the OCCN; for example, by seconding OCCN members for 3–6 months at a time. An alternative might be to expand the role of the OPSAG Secretariat to include a communication coordination function. Priority High Recommendation 3 That a coordinated national marine science communication strategy be developed. Engagement group Science communicators Rationale For marine science communication to be coordinated and improved at a national level, it will be essential to develop a national strategy. This may start as broad objectives agreed to by marine science communicators for engaging a wide range of target groups. A simple first step towards coordination and consistency of marine science messages is for communicators (including those involved in education) to align their messages with those outlined in this report. It will also be important to ensure that the strategy includes reference to resources for implementation; this may include integrating the strategy with the existing infrastructure of OPSAG. Part of creating a national strategy will include reviewing current communications activities and identifying gaps. This will improve understanding of who the target engagement groups are (eg industry, government, the public, subsets within these groups), and how they receive their information (eg online forums, regular meetings), so that messages and delivery mechanisms can be tailored to engage specific groups. Existing networks within these target groups (eg email lists) can be used to promote events and activities. Priority High Page 25 of 60 Recommendation 4 That marine science communicators are supported in activities to strengthen connections, share news and information, and facilitate collaboration. Engagement groups Science communicators, education Rationale Coordination among marine science communicators requires identifying who these communicators are and what activities they are involved in, and building networks among them to create a collaborative community. This could be achieved in a number of ways; for example, by developing a simple online presence (eg a website, forum or email list) where communicators can promote activities, seek collaborators, post comments and host discussions. An association of marine science communicators could be established as a separate entity or as a subset of the Australian Science Communicators (ASC). A workshop or meeting for marine science communicators could be held as part of existing conferences (eg the annual ASC conference). An important part of sharing news and information will be to keep watch for new communication and engagement strategies developed by other industries and organisations, and consider aligning marine science communication with existing frameworks. Priority High Integrating marine science into education An important part of keeping marine science on the national agenda is to integrate marine science into school curriculums, and teaching and learning programs, wherever possible. This will ensure that Australians are aware of and engaged in marine science from a young age. Integrating marine science into curriculums and teaching and learning programs may include promoting the inclusion of marine material in school resources and ensuring that existing resources align with and are clearly linked to curriculums. This would also address the issues in the education sector of consistency of marine science messages and coverage of all areas of education. Several associations and networks around the country provide resources and support for educators, as well as holding conferences and professional development workshops related to marine science. These include state and territory science teachers associations, state marine teachers associations, the Marine Education Society of Australasia (which also coordinates Seaweek, a national week of educational activities for students), marine discovery centres and science centres around Australia. Educators would benefit from having easier access to this range of resources (eg through a national inventory), as well as access to and interaction with marine researchers and research organisations to promote marine science. Research organisations can engage with the education sector by supporting Seaweek as a national focus of activities for teachers and students, and offering keynote speakers and support for professional development in association with the national teachers conference. Page 26 of 60 Recommendation 5 That marine science is promoted in the education sector by sharing resources and information, encouraging interaction between research organisations and schools, and developing new resources for teachers and students. These resources should be clearly linked to the curriculum. Engagement groups Education, researchers Rationale Greater sharing of information among the various marine science and education societies will help improve educational support for marine science. This will also be a useful step in consolidating a list of available marine-related educational resources, which could be compiled in one place for easier access by educators. This will also highlight any gaps where new resources could be developed. Adding marine resources to the inventory for educators under the new national curriculum will keep marine science on the national agenda by ensuring that Australians are aware of and engaged in marine science from a young age. Priority High Page 27 of 60 3.2 Bringing marine science into the community Communications goal To increase community awareness and engagement in marine science Key engagement groups The public, the media, nongovernment organisations, traditional owners Communications issues Scientists and science information are often perceived as inaccessible; the public likes to engage on personal and meaningful levels The public and community groups A key issue for the public is a lack of understanding about the scientific process and that discussion and debate are evidence of a robust scientific process. It is unlikely that the community will engage with the detailed scientific information; however, many people have a natural curiosity about the world around us that can be harnessed. This is evident in the number of visitors to our public institutions such as zoos, aquariums, museums and art galleries, and the popularity of marine life documentaries. People engage with a variety of issues in these spaces; increasing marine science information in these institutions will help to bring marine science into the community. The ‘citizen science’ movement, although well advanced in other areas of science such as enabling technologies, has not yet been embraced by marine science. There are increasing numbers of people living on our coasts and using our waterways, and they should have the opportunity to be involved with marine scientists in some way. Making scientists accessible to the public and putting a face to research may help to build trust between scientists and the community and provide a point of contact for further engagement. Successful citizen science initiatives in Australia include Red Map and various activities for the Atlas of Living Australia initiative. In addition, marine science is not making the most of new technologies (eg social media, online forums) and people’s involvement with these technologies. Our beaches and waterways are highly valued by the communities that use them — the emotional responses of these communities can be harnessed to communicate the value of marine science in ways that align with each community’s values. This will require research to better understand these values and how marine science messages can align with them. Communities continue to vigorously debate the exploration and exploitation of landbased resources for the agriculture and mining industries, but this debate for the marine environment receives less attention. Historically, the public has engaged with issues such as fishing bycatch (eg dolphins and turtles) or whale conservation. To help bring debate about current marine issues into communities, the public needs Page 28 of 60 information that is pitched at a level appropriate to the community’s interests, and that also directs them to places where they can find more information. Recommendation 6 That a national public profile-raising campaign is created about the ‘top 10 marine facts’. Engagement groups The public, education, media Rationale Australia’s marine environment lends itself well to being portrayed visually in the mass media. Free-to-air broadcast media in Australia is governed by a set of rules that includes a commitment to providing community service announcements. A highquality, positive announcement that is designed to engender pride in, and better understanding of, a major national asset might be considered by a major broadcaster to be worthy of air time. In addition, this campaign can incorporate feedback mechanisms to gauge the community’s understanding and appreciation of the marine environment, and highlight target areas for future communication activities. The campaign can be delivered via broadcast media and social media. Priority High Recommendation 7 That organisations involved in marine science are encouraged to make greater use of our public institutions such as zoos, aquariums, marine discovery centres and museums, and their extension programs, to communicate marine science research, marine management and regulation, and the role that Australia plays on the international stage. Engagement groups The public, education Rationale Australia’s many public institutions provide access to a range of target groups and networks. These institutions are currently underused by marine science organisations and communicators. Priority Medium Recommendation 8 That marine science organisations should, where appropriate, involve the broader community to assist with research projects and the collection of scientific data. Engagement groups Science communicators, the public, education Rationale Page 29 of 60 The level of engagement of individuals can be greatly increased by providing opportunities for first-hand experience in, or contribution to, research and monitoring activities. Research projects that require broad data capture (eg population studies) can benefit significantly from the contributions of well-trained volunteers. Museums, universities and research agencies can support community groups to undertake local monitoring activities on an ongoing basis. Priority Medium Recommendation 9 That a comprehensive national survey of marine users is conducted to gather baseline information about perceptions, values and general understanding of the marine environment. Engagement group Science communicators Rationale A comprehensive national survey will help marine science communicators to understand their target groups, and will inform strategies for engaging with these groups. Gathering baseline data about the level of scientific understanding of the marine environment in the community will help communicators to tailor messages. Priority Low Recommendation 10 That the marine science community engages with the art world to encourage more marine topics in art. Possible activities include encouraging international exhibitions relating to marine issues to visit Australia, promoting Australian artists overseas, supporting an annual marine art prize, and producing and touring an exhibition on marine art. Engagement groups The public, education Rationale The marine environment has inspired art throughout history, and art lovers are a potential new target group for marine science engagement. Implementing this recommendation will include reviewing the current activities and opportunities for marine-related art, and establishing collaborations with museums and art galleries to target art groups. Priority Low The media The establishment of clear pathways between researchers and the media can help to connect relevant experts and local spokespeople with interested media. The Page 30 of 60 Australian Science Media Centre and The Conversation are well regarded by the media and offer the opportunity for the marine science community to target a wide media audience for their work. Many researchers would benefit from media training to help them communicate more effectively; talented and passionate researchers with media training could then act as ambassadors to raise community awareness of marine science, or experts who the media can contact for comment when issues arise in their area of expertise. New media such as blogs and social media may be easier to control than traditional mass media, and provide a mechanism to engage with target groups and respond to misinformation. Recommendation 11 That research organisations be encouraged to provide their researchers with media training. Engagement group Researchers Rationale The media, while not considered a true science communication tool, is a key mechanism for generating broad awareness of science issues. However, many researchers are reluctant to discuss their work in the media due to the common view that their work might be misrepresented or used inappropriately. Scientists with media training are more confident in dealing with the media, are better equipped to avoid the potential pitfalls and are generally more aware of the need to tailor messages to different engagement groups. Suitable researchers with media training can be profiled and promoted to raise community awareness of marine science. Priority High Recommendation 12 That options for promoting marine science using new media (eg blogs and social media) are explored. Engagement groups Researchers, media Rationale The media is not a single entity and people can engage with issues in a variety of ways. Online media such as blogs and social media potentially allow greater control over content and targeting and offer the potential for real engagement with communities. These formats also provide potential for greater visual impact. Priority Medium Nongovernment organisations Frank and honest engagement with NGOs is likely to help overcome the tensions that occasionally characterise discussions with these groups. This includes clarifying Page 31 of 60 and aligning the expectations of NGOs, marine researchers and marine science communicators when engaging in these discussions to ensure that discussions are productive and objectives and boundaries are clear. Recommendation 13 That an annual marine science update is held for nongovernment organisations, where science agencies can present updated facts about marine research, achievements and outcomes (but not advocacy or policy), in a format that encourages dialogue with these organisations. Engagement group Nongovernment organisations Rationale The tensions that often present in discussions between marine researchers, marine science communicators and NGOs are likely to be eased with regular engagement and dialogue. An annual event to update all interested NGOs about marine science facts will provide a forum for these discussions. The ground rules for such events should include a clear statement that advocacy or policy will not be discussed, but that research results will be presented so that advocacy or policy-oriented NGOs can base their decisions on the available evidence. Priority Medium Traditional owners A key issue for traditional owners and Indigenous communities is the potential for them to feel marginalised if marine science research collaborations and communications are not genuine, equal and inclusive. Indigenous communities need opportunities to be involved in marine research as equal partners with marine scientists, with reciprocal knowledge exchange. It is important to acknowledge the value of Indigenous knowledge, and to work with traditional owners to protect, understand and manage the marine environment. Recommendation 14 That dialogue is encouraged between Indigenous communities that live on or near sea country, and researchers, industry, government and the public. Engagement group Traditional owners Rationale Genuine dialogue with Indigenous communities can promote trust and present opportunities to share knowledge about marine issues. Priority Medium Page 32 of 60 3.3 Using marine science to inform government decisions Communications goal To provide government and policy makers with the marine science information they need to make sound decisions and underpin good policy Key engagement groups Government, researchers Communications issues Identifying and targeting advisers to the decision makers, ensuring decision makers receive timely and accurate information on which to base their decisions Marine science is a critical input to the processes of making appropriate and effective policy decisions regarding our marine environment. Decision makers, regulators and policy makers need to be aware of the current state of information, including the limits of our knowledge about the marine environment and how we can improve our knowledge. Governments have difficult decisions to make about marine resources and management, and these decisions need to be supported by data. However, decision makers are also supported by teams of advisers and information providers who brief them on the issues. These advisers obtain their information from trusted experts, including expert committees and consultants’ reports. Marine science communicators could contribute to these expert groups, and also link advisers with researchers who can provide more information when it is needed and build capacity to assist in decision making. Researchers can also be encouraged to participate in decision-influencing activities such as Science and Technology Australia’s annual Science Meets Parliament event, and similar events for state and territory governments. Recommendation 15 That key advisers in the marine space are identified and regularly provided with succinct information about the state of marine science, including case studies that demonstrate how science has contributed to good policy decisions. These can provide information about discoveries, achievements and collaborations in the marine space that can be used to demonstrate the value of marine science for decision makers. Engagement groups Government and government advisers Rationale Policy makers are supported by teams of advisers. Providing the advisers with relevant and succinct information is one way to feed marine science into the policy process. It is important that decision makers can see the value of marine science as an input for policy processes. Short case studies that include balanced information may be a useful way to demonstrate this concisely. Priority High Page 33 of 60 Recommendation 16 That marine scientists are encouraged to involve themselves in informing policy through existing events such as Science Meets Parliament; and future events such as an annual national forum in Canberra where researchers can brief decision makers, including departmental staff, politicians and advisers. Engagement group Researchers Rationale Through existing events such as Science Meets Parliament, and future events such as national forums, researchers can directly communicate with government decision makers. Priority Low Page 34 of 60 3.4 Putting marine science into practice Communications goal To engage with marine industries and develop communications channels to share information Key engagement groups Industry, researchers Communications issues The interface between research and industry is the main issue for communication. Some industries feel that they do not have enough access to marine science, and that marine researchers can be difficult to engage. Many industries would like to be more involved in research from the beginning of a project (including setting research priorities), rather than further downstream in its development. Marine science is essential to marine industries. It is important to explore and assess our living and nonliving marine resources to realise their extent, and there is commercial demand for these resources. Simultaneously, it is critical to understand the interactions between marine industries and marine biota so that industries can be managed sustainably. Marine science communication can bridge the gap between the marine science providers and the marine science users. This can inform best practice for sustainable management so that practical outcomes can be achieved. Marine science can provide businesses with a competitive edge; for example, tourism operators that have marine researchers diving on their tours and explaining the science of the marine environment are popular. Tourism operators can also be involved in data collection, marine monitoring and marine science communication. Recommendation 17 That dialogue is established between marine scientists and each marine industry sector, and each government body responsible for regulation in that area, to facilitate information sharing, ongoing engagement and provision of advice. Engagement groups Industry, government Rationale Industry may not have enough access to science or scientists for the information they need, and scientists may not be sufficiently aware of industry issues or have access to industry data. Regular information exchange across the interface of research and industry may address this issue and help to develop a network of marine science supporters in industry and government. Regular engagement for this network may include showcasing marine science research at industry and government events that involve the relevant sectors, and inviting industry members to speak at science organisations to discuss their issues. Priority High Page 35 of 60 Recommendation 18 That a database is developed and maintained that catalogues marine science expertise at Australian research facilities and is accessible by potential sector relevance. Engagement groups Researchers, industry Rationale A database of expertise may help industry connect with relevant researchers. This database would also likely be useful for other sectors, including marine science communicators, researchers and government. It will be important to consider any restrictions on researchers or research facilities when developing a database. Priority Medium Page 36 of 60 3.5 Showcasing Australia’s marine science Communications goal To highlight Australia’s marine scientists and their achievements both within Australia and internationally Key engagement groups he public, researchers, international audiences, media, industry Communications issues Communications networks among researchers, opportunity to include science messages in tourism campaigns Australia is a global leader in marine science. We offer a wide range of opportunities for marine research and are recognised for our successes, particularly in fisheries management and marine conservation. To continue to improve this reputation, it is imperative that we support our marine researchers to communicate with each other and with the wider community. Australia’s contribution to and involvement in global programs (such as the Census of Marine Life or the Global Ocean Observing System) also need to be communicated internationally and within Australia, and we should continue to engage in international forums. Australia’s marine environment is recognised around the world as a tourist destination. Many of our marine sites are instantly recognisable, and there is significant opportunity to incorporate marine science into tourism campaigns. Recommendation 19 That marine science events, training courses and communication meetings be organised around existing marine science conferences and events. Engagement groups Researchers, media, public, education Rationale All scientists need to present their results at conferences, both within Australia and internationally. Conferences are an excellent way for marine researchers to communicate with each other, and hear new results and discoveries first-hand, but they are also opportunities to showcase marine science to other engagement groups. This can be facilitated by holding a community program associated with the conference so researchers can give public talks, and a media program where researchers can engage with the media to publicise their results and develop their own profiles. A media training program the day before the conference would also help researchers who want to gain or practise their communication skills. Holding these activities in conjunction with existing events can also maximise the opportunity to gather marine researchers together for media events, communication surveys or communication meetings. Priority Medium Page 37 of 60 Recommendation 20 That marine science communicators work with the tourism industry to integrate marine science into promotional material about Australia. Engagement groups Science communicators, industry, education Rationale Australia has a global reputation for the quality of its marine environment, and many of our iconic tourist destinations are associated with the marine environment. There is significant opportunity to raise the profile of our marine research, both domestically and internationally, by linking scientific facts with tourism campaigns, particularly given the increasing popularity of ‘educational tourism’. Conversations among marine science researchers, communicators and the tourism industry may be fostered through, for example, researchers speaking at tourism industry events, and inviting tourism industry representatives to research organisations to discuss their issues. Priority Medium Page 38 of 60 Ap p e n d i x 1 E x p e r t Wo r k i n g G r o u p o n E n g a g i n g Au s t r a l i a n s i n t h e M a r i n e Sciences — membership and terms of reference Membership Name Ian Poiner (Chair) Organisation Australian Institute of Marine Science John Bradley Monash Indigenous Centre Michael Burke Western Australian Department of Fisheries Marine Education Society of Australia Steve Clarke Australian Institute of Marine Science Craig Cormick Australian Government Department of Industry, Innovation, Science, Research and Tertiary Education Karen De Plater Australian Government Department of Sustainability, Environment, Water, Population and Communities Daniel Gschwind Queensland Tourism Industry Council Peter Horvat Fisheries Research and Development Corporation Kent Stannard White Tag John Tilley Australian Institute of Petroleum Paul Willis Royal Institution of Australia Marian Wiltshire Integrated Marine Observing System University of Tasmania Sarah Wood CSIRO Graham Durant (Australian Government Department of Industry, Innovation, Science, Research and Questacon Page 39 of 60 Name Tertiary Education observer) Organisation Secretariat Steve Clarke Australian Institute of Marine Science Convenor Sarah Brooker Science in Public Workshop facilitator Janet Salisbury, Julie Irish Biotext Technical writing Terms of reference To develop a national strategy and a set of evaluation priorities which will strengthen the national evidence base in science engagement and in turn inform future investment decisions by the Australian Government and its partners. Intended outcome The project will establish an Expert Working Group to address objectives and outcomes identified through the development of Inspiring Australia – a national strategy for engagement with the sciences1. It will support efforts to transform Australia into an innovative society with a technologically skilled workforce, a scientifically literate community and well informed decision makers. The project has the following objectives: a) to deliver a series of recommendations for the science community that provide a clear focus and encourages consistent messaging for engaging Australians in the marine sciences; b) to facilitate collaboration and increase coordination of marine science communication activities across Australia; c) to develop a platform upon which to base activities aimed at: i. increasing awareness of the importance of our marine domain; and ii. building support for increased investment in marine science, technology and innovation; and d) to ensure activities of the group align with the Inspiring Australia Framework of Principles for Science Communication Initiatives and the elements outlined in the description below. 1 www.innovation.gov.au/Science/InspiringAustralia/Documents/InspiringAustraliaReport.pdf Page 40 of 60 Project description 1) Define Marine for the purpose of this study. 2) Provide an overview and analysis of current marine science communication activities. 3) Identify the main players and key issues. 4) Invite and coordinate a group of individuals who will provide expertise to this discussion. 5) Seek consultations beyond this group as required to ensure a broad perspective is considered. 6) Outline a common strategic approach. 7) Recommend actions to help take marine science communication to the next level. These recommendations could include, but are not limited to, items such as: a) broad suggestions for new programs b) broad suggestions for integration or coordination of existing programs c) more detailed project proposals d) networking and coordination opportunities e) professional bodies, industry and business involvement f) analysis of appropriateness of Commonwealth as well as other sources of support g) priority areas for Commonwealth support h) areas for developing and sourcing other support. 8) Outline priorities, timeframes, costs and potential delivery mechanisms for these recommendations. 9) Have these recommendations reviewed by publishing for open comment a draft report. 10) Write and produce a case study report for publication. The structure of the Expert Working Group will be determined by the project leader, however it is recommended that there be no more than 12 people. Members of the existing Ocean and Coastal Communicators Network will be invited onto the Expert Working Group and the current leaders of that network will be recommended as co-chairs. Page 41 of 60 Additional members of the group will be drawn from a range of sectors relevant to engagement with the marine sciences. The members should have an understanding of the agenda, issues and imperatives associated with the topic and be capable of providing a range of perspectives and insight into the many aspects of the topic. A representative from the Questacon Division of the Department of Innovation, Industry, Science and Research must be invited as an observer to each of the meetings. The Group will physically meet at least twice, with other meetings to be conducted online. Page 42 of 60 Ap p e n d i x 2 Project methods Background In February 2010, the Department of Innovation, Industry, Science and Research (DIISR) released the Inspiring Australia report, which presented a national strategy for engagement with the sciences. This report supported the outcomes anticipated by the Australian Government’s previous budget paper—Powering Ideas: An Innovation Agenda for the 21st Century. Both these government documents acknowledged the key social role of innovation in developing a scientifically aware Australian public, capable of engaging in informed decision‐ making and contributing to a technologically skilled workforce. The Inspiring Australia report recognises that Australia requires a strategic and evaluation capability to design, target and review effective science engagement activities and to guide future investment, contributing to the building of science communication capacity, professionalism and excellence. The report proposed fifteen recommendations that were premised on effective communication, and aimed at promoting stronger links between science and the constituent parts of Australia’s national innovation system. Inspiring Australia also identifies a number of possible activities that could help harness Australia’s most creative and talented communicators to achieve the goals of a scientifically engaged Australia, including ‘convening of a short‐ term working group to develop a plan for identifying and sharing best practice in science engagement’. The Australian Institute of Marine Science was commissioned by the Department of Innovation, Industry, Science and Research to convene an expert working group to develop a science communications plan for marine science. The membership of the Expert Working Group on Engaging Australians in the Marine Sciences and its terms of reference is shown in Appendix 1. Expert working group activities The expert working group met on 24 January 2012 at Questacon, Canberra. Attendees: Ian Poiner, (Chair), Australian Institute of Marine Science Michael Burke, Western Australian Department of Fisheries and Marine Education Society of Australia John Bradley, Monash Indigenous Centre Steve Clarke, Australian Institute of Marine Science Craig Cormick, Australian Government Department of Industry, Innovation, Science, Research and Tertiary Education Page 43 of 60 Karen De Plater, Australian Government Department of Sustainability, Environment, Water, Population and Communities Graham Durant, Questacon Peter Horvat, Fisheries Research and Development Corporation Kent Stannard, White Tag John Tilley, Australian Institute of Petroleum Marian Wiltshire, University of Tasmania and Integrated Marine Observing System Sarah Wood, CSIRO Simon France, Inspiring Australia (observer) Sarah Brooker, Science in Public (facilitator) Janet Salisbury, Biotext (writer) Julie Irish, Biotext (writer) The group addressed items in their terms of reference. These included defining ‘marine’, and identifying the broad categories of key engagement groups for marine science communication and the key issues faced by each group. Key messages were identified to address these issues and help coordinate national communications activities about the marine environment. The group developed six draft recommendations at the meeting. Members of the group also met by teleconference on 22 February 2012 to further discuss the key messages and recommendations. Page 44 of 60 Ap p e n d i x 3 R e vi ew o f c u r r e n t m a r i n e s c i e n c e c o m m u n i c a t i o n a c t i vi t i e s The following data are from a recent survey of marine science communicators. Current situation Q1: Which of the following categories best describes your organisation? Page 45 of 60 Figure: Q1 shows respondants to the survey: University, 27 Governement department, 23 Research agency or organisation, 16 Museum, 8 Industry association, 4 NGO (National Government Organisation), 4 Science education centre or group, 4 Consultancy or independent body, 4 Resource management body, 3 Professional body, 2 Community group, 2 Funding body, 1 Q2: What relative priority is given to ocean/coastal communication by your organisation? Figure: Q2 shows the priority of ocean/costal communication: Very high: 21 2: 11 3: 18 4: 10 5: 13 6: 3 7: 12 8: 3 9: 3 Very low: 3 Page 46 of 60 Q3: What proportion of that activity focuses on science (processes and scientific outputs) versus corporate (uptake and notional value) communication? Figure: Q3 shows proportion of activity focused on science: All science: 16 Mostly science: 41 Roughly equal: 25 Mostly corporate: 13 All corporate: none Neither science or corporate: 2 Q4: Which ocean or coastal issues are relevant to your organisation? Ocean and coastal issues Number of respondents Page 47 of 60 Biodiversity Climate impacts and adaptation Sustainable management e.g. marine protected areas Coastal management Fisheries Marine pests Water quality Observations Marine development e.g. port expansion, dredging Marine incidents e.g. shipping accidents, oil spills Offshore energy Novel marine industries Shipping Border security Defence 83 81 71 69 69 63 55 43 42 31 23 20 15 12 6 Q5: Please rank the following audiences in order of priority for your organisation This graph shows only the highest and lowest priorities. Figure: Q5 shows the number of respondents identifying the following areas as high or low priorities. Page 48 of 60 The federal Government was a high priority for 43 respondents, and a low priority for 10 respondents. Researchers were a high priority for 43 respondents, and a low priority for 5 respondents. The general public was a high priority for 39 respondents, and a low priority for 12 respondents. Industry was a high priority for 38 respondents, and a low priority for 13 respondents. The local community was a high priority for 36 respondents, and a low priority for 11 respondents. The education sector (primary, secondary and tertiary) was a high priority for 33 respondents, and a low priority for 13 respondents. The media (mainstram, local, trade press) was a high priority for 33 respondents, and a low priority for 9 respondents. NGOs were a high priority for 24 respondents, and a low priority for 14 respondents. Local Government was a high priority for 23 respondents, and a low priority for 14 respondents. Youth were a high priority for 21 respondents, and a low priority for 22 respondents. International organisations were a high priority for 21 respondents, and a low priority for 18 respondents. Investors, funders and philathropic organisations were a high priority for 20 respondents, and a low priority for 21 respondents. Indigenous groups were a high priority for 15 respondents, and a low priority for 22 respondents. Other high priorities were specified by 4 respondents, while two respondents identified other low priorities. Q6: What proportion of your communication activities are focused on people living in rural, remote and regional areas? Page 49 of 60 Figure: Q6 shows: None at all: 4 Very little: 19 Some: 36 A lot: 21 Our primary focus: 5 Page 50 of 60 Q7: Which mechanisms do you use to communicate with your various audiences? Direct contact Networking Mass media Conference Newsletters Education materials Displays Lectures Direct mail Open Days Social media Product launches Web/mobile launches Trade media Fed govt State govt Local govt International Researchers NGOs Industry Youth Education Funders Media Local community General public Indigenous Website Audiences The most important mechanisms for particular audiences are highlighted in bold. 32 43 50 44 47 46 48 49 65 31 45 56 42 46 35 29 52 35 46 24 36 43 39 28 37 40 29 24 48 31 45 13 26 25 22 16 19 24 23 12 18 20 24 22 21 15 32 29 25 31 16 31 46 25 35 7 32 15 12 8 19 27 20 16 22 23 23 10 27 21 16 25 4 14 13 5 13 15 13 41 51 4 12 27 7 13 14 3 13 15 23 24 30 7 13 36 8 14 10 11 29 13 14 25 40 10 10 27 16 22 18 15 27 17 26 7 15 20 18 16 8 9 13 2 10 18 18 32 33 7 17 32 5 10 12 11 10 10 12 30 21 5 19 28 6 13 8 3 12 7 14 5 7 7 11 3 6 7 3 5 6 5 6 5 9 4 7 6 4 7 2 2 5 3 11 2 5 5 4 1 60 38 25 28 15 19 38 18 10 9 26 16 38 19 44 15 31 12 19 16 38 13 35 14 4 1 6 2 3 1 Page 51 of 60 Q8: Which social networks, if any, does your organisation use as a communication tool? Page 52 of 60 Figure: Q8 shows: Facebook: 43 Twitter: 26 YouTube: 20 Blog/Blogging: 18 Linkdin: 14 Podcast: 14 Online forums: 10 Wikis: 10 Google+: 6 Vodcasts: 6 Video blogs/vlogging: 5 Virtual games: 0 Virtual social worlds: 0 We don’t use any social media: 15 Q12: Do you evaluate the effectiveness of your communication activities? Yes No Some Skipped question 16 7 47 28 Q13: If you answered yes to the previous question, which evaluation tools do you use? Page 53 of 60 Figure: Q13 shows Individual feedback: 42 Website hits: 40 Media monitoring: 33 Headcounts at events: 31 Stakeholder surveys: 18 Public surveys at events: 12 Market research surveys: 1 We don’t routinely evaluate our activities: 8 Q15: How many staff in your organisation? Page 54 of 60 Figure: Q15 shows: 0-10 staff: 16 11-25: 6 26-50: 2 51-100: 2 101-200: 9 201-250: 10 More than 250: 20 Q16: Number of staff formally engaged, either full-time or part-time, in oceans/coastal communication? Figure: Q16 a pie graph, shows that less than a quarter of respondents specified 5 or more staff. The majority of this sector had between 5 and 10 staff. More than three-quarters of total respondents specified between 1 and 4 staff, with a slight majority specifying 1 staff compared t othe category of 2-4 staff. Q17: Do others in your organisation informally undertake ocean/coastal communication activities? Yes No Not known Skipped question 49 5 7 37 Page 55 of 60 Q18: Estimate their contribution in person-days. Number of person-days 10 or fewer 11-30 31-100 100+ No idea / couldn’t guess Skipped question Number of respondents 8 7 5 5 13 12 Q19 – Does your organisation use the services of volunteers such as tour guides, community “champions”, event marshals, etc when undertaking ocean/coastal communication activities? Yes No Skipped question 29 31 38 Q20 – Source of funding: Which, if any, of the following sources contribute to your communication budget? Page 56 of 60 Figure: Q20 shows State government appropriation: 23 Corporat4e or industry funding: 19 Federal government competitive funding: 19 Federal government appropriation: 18 State government competitive funding: 14 Sponsorship: 13 Community fundraising: 9 Philanthropic sources: 7 Other source: 12 Skipped question: 42 Page 57 of 60 Table A.1 Current communication activities identified by Marine EWG member organisations Organisation Communication activities Integrated Marine Observing System Website, direct communication with government departments (one-on-one briefings), media releases, reports, highlights, newsletters, annual planning meeting, conferences Website, conferences/workshops as host/sponsor, engagement with government and industry advisory groups, training on spill response (marine science component) Multidisciplinary centre, social talks on marine science, two-way knowledge stream, pass knowledge back into arts, base for teaching, public presentations and scientific issues Government: direct action Media: active release programs, active development of ‘go-to’ network Public: website, social media, public tours, volunteers Public: exhibitions in progress, exhibits in most museums/science centres, internet, networks of museums Researchers: research staff in museums, interaction between organisations Education: internet, no coordinated activities for marine science but is likely to be context-specific (eg coastal locations more likely to focus on marine science) Public: chief briefing, finance sector briefings, ‘Escape with ET’, proposed documentary, quarterly magazine (15 000 circulation), media briefing Government: Oceans Policy Science Advisory Group, Australian Fisheries Management Authority, National Priorities Forum, researchers working group Research: magazine, extension, final report updates Public/education: website, Seaweek (spotlight on marine science) Public/education: media releases, print material for ‘users’ (both licences and education), regional officers, web, events Australian Institute of Petroleum Monash Indigenous Centre Australian Institute of Marine Science Questacon/museums Fisheries Research and Development Corporation Marine Education Society of Australia Western Australian Department of Fisheries Page 58 of 60 Australian Government Department of Sustainability, Environment, Water, Population and Communities CSIRO Nongovernment organisations, industry and government targeted through frequent meetings and discussions, consultations, website to maintain up-todate information and direct people to information Public: website, media, social media, events Government: briefings, meetings, fact sheets, website Media: media liaison, releases, social media More general activities include economic analysis (the AIMS Index of Marine Industry), key announcements, engagement through open days and youth science forums. Page 59 of 60 References AIMS (Australian Institute of Marine Science) (2010). AIMS Index of Marine Industry, AIMS, Townsville. ARC (Australian Research Council) (2011). Excellence in Research for Australia 2010 National Report, ARC, Canberra. Bateman S and Bergin A (2009). Sea Change: Advancing Australia’s Ocean Interests, Australian Strategic Policy Institute, Canberra. Butler AJ, Rees T, Beesley P and Bax NJ (2010). Marine biodiversity in the Australian region. PLoS ONE 5(8):e11831. DIISR (Australian Government Department of Innovation, Industry, Science and Research) (2010). Inspiring Australia: A National Strategy for Engagement with the Sciences, DIISR, Canberra. Hugo G (2011). Is decentralisation the answer? In: A ‘Sustainable’ Population? Key Policy Issues, Productivity Commission, Canberra, 133–170. OPSAG (Australian Government Oceans Policy Science Advisory Group) (2009). A Marine Nation: National Framework for Marine Research and Innovation, OPSAG, Melbourne. Symonds P, Alcock M and French C (2009). Setting Australia’s limits: understanding Australia’s marine jurisdiction. AusGeo News 93:1–8. Available at www.ga.gov.au/ausgeonews/ausgeonews200903/index.jsp (accessed 12 April 2012). Page 60 of 60