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.
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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
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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.
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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
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
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.
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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
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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
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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)
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
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
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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).
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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
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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.
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
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,
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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
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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
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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
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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
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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
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
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
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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.
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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.
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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.
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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
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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.
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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).
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