Emily Howell, a science communication expert at the University of Wisconsin–Madison, says that the trust part happens when researchers meet people where they are by asking about their concerns, their hopes and their fears. Howell, who studies how to communicate controversial topics such as fracking and gene editing, says starting with emotions and values rather than with facts and figures can help to foster trust. People tend to trust someone when that person not only is competent but also seems to care about the same things as they do, Howell says.
Office of Strategic Communication