Podcast Summary: "Silenced Science: Inside NOAA's Communication Challenge"

Podcast Information:

• Title: Off the Radar
• Host/Author: The National Weather Desk
• Episode: Silenced Science: Inside NOAA's Communication Challenge
• Release Date: April 8, 2025

1. Introduction to the Episode

In the April 8, 2025 episode of Off the Radar, host Emily Gracie delves deep into the communication challenges faced by the National Oceanic and Atmospheric Administration (NOAA). Despite NOAA's pivotal role in tracking hurricanes, studying climate change, and protecting marine ecosystems, public awareness about the agency remains surprisingly low. This episode features candid discussions with two former NOAA employees, Tom De La Berto and Dr. Tracy Finara, who shed light on the internal struggles of translating complex scientific research into relatable public narratives.

2. NOAA's Extensive Work vs. Public Awareness

Emily Gracie opens the episode by highlighting the paradox within NOAA: while the agency is at the forefront of critical environmental research and action, its visibility in the public eye is minimal. She states:

"Every day, scientists at the national oceanic and Atmospheric Administration are tracking hurricanes, mapping ocean currents, studying climate change and protecting marine ecosystems. Yet most Americans couldn't tell you what NOAA actually is."
— [00:00] Emily Gracie

Gracie emphasizes that the core issue isn't the lack of scientific activity but rather the inability to effectively communicate these endeavors to the general public.

3. Guest Introductions: Tom De La Berto and Dr. Tracy Finara

Dr. Tracy Finara is introduced as an environmental engineer and research scientist with a multidisciplinary background in communication. Her roles included managing NOAA's coastal and ocean modeling portfolio and creating the persona "Inspector Planet," a science outreach initiative.

Tom De La Berto is a climate scientist who transitioned into public relations within NOAA. He was instrumental in creating NOAA's first animated series, "Teek and Tom Explore Planet Earth." Unfortunately, Tom was part of NOAA's significant layoffs, which set the stage for this in-depth discussion on the agency's communication woes.

4. The Communication Gap within NOAA

a. Scientists vs. Public Affairs Teams

A central theme of the episode is the disconnect between NOAA's scientists and its public affairs teams. Emily Gracie remarks:

"When scientists are trained to be precise and public affairs teams are trained to be cautious, who loses the public."
— [00:00] Emily Gracie

Dr. Finara echoes this sentiment, highlighting the internal cultural barriers that hinder effective communication. She points out that while some offices within NOAA are supportive of communication efforts, others, dominated by long-standing bureaucrats, remain resistant to emphasizing outreach.

b. Internal Challenges and Layoffs

The conversation also touches upon the recent layoffs at NOAA, which have not only reduced the workforce but also impacted the agency's ability to maintain a robust communication strategy. Tom De La Berto shares his personal experience of transitioning roles within NOAA, eventually moving into a communication-focused position before being laid off.

5. Transition from Scientist to Communicator

a. Tom's Experience with "Teek and Tom Explore Planet Earth"

Tom discusses his journey from being a forecaster at NOAA's Climate Prediction Center to spearheading communication initiatives. He humorously recounts:

"I keep pushing them, let's try things out. Let's try things a little bit outside the norm of what normally comes from NOAA."
— [22:21] Tom De La Berto

His animated series aims to simplify complex environmental topics for younger audiences, blending education with entertainment.

b. Tracy's Work as "Inspector Planet"

Dr. Finara elaborates on her "Inspector Planet" persona, combining elements from "Captain Planet" and "Inspector Gadget" to engage the public, especially children, in science. She emphasizes the importance of hands-on learning and citizen science:

"Having the public contribute to scientific data so that they can understand the scientific process."
— [05:56] Tracy Finara

6. Best Practices and Recommendations for Effective Science Communication

a. Training Scientists in Communication

Both guests advocate for integrating communication training into scientific careers. Tom stresses:

"Every scientist should be trained in how to communicate, communicate just so they know how."
— [36:34] Tom De La Berto

This training not only aids in public outreach but also enhances internal collaborations and the clarity of scientific publications.

b. Utilizing Diverse Communication Channels

The conversation highlights the importance of leveraging various platforms to reach broader audiences:

• Social Media: Emily notes the surge in NOAA's social media activity, though Tracy emphasizes the need for more engaging content beyond static posters.

• Animated Series and Visual Content: Tom's initiative with "Teek and Tom" serves as a model for creative outreach. Both guests agree that well-crafted visuals can significantly enhance message retention and public engagement.

• Collaborations with Educators and Influencers: Tracy underscores the role of teachers and national science fairs in nurturing the next generation of scientists and communicators.

c. Importance of Data Visualization

Tom highlights NOAA's strength in data visualization, particularly on platforms like climate.gov, where well-designed graphics accompany scientific articles, making complex data more accessible and appealing to the public.

"The images that we use for that are so well done because we actually have thought an actual investment in people who know how to make data visualizations."
— [14:03] Tom De La Berto

7. Current Efforts and Observed Changes in NOAA's Communication

Emily observes a noticeable uptick in NOAA's social media presence, noting more proactive and varied posts from different NOAA subdivisions. Tracy concurs, mentioning improvements yet acknowledging significant room for growth. She points out that NOAA's regional associations need better visibility and integration into the broader communication strategy.

8. Future Directions and Personal Goals of Guests

a. Tom De La Berto

Post-NOAA, Tom is contemplating more strategic communication roles, exploring avenues like podcasting and YouTube to further his outreach mission. He expresses enthusiasm about creative collaboration:

"I'm in. Sounds good."
— [36:32] Tom De La Berto

b. Dr. Tracy Finara

Tracy is channeling her efforts into "Spectral Planet," aiming to create mobile labs and specialized camps to engage youth, particularly girls, in science and survival skills. She also plans to launch her own podcast, "What's Going to Kill You Today," focusing on education, communication, and innovation.

9. Conclusion and Final Thoughts

Emily concludes the episode by appreciating the insights shared by Tom and Tracy, emphasizing the need for NOAA to embrace more authentic and diverse communication strategies. Both guests agree that fostering a culture of effective communication within scientific agencies like NOAA is essential for public understanding and support.

Notable Quotes with Attribution and Timestamps

• Emily Gracie [00:00]:
  "Every day, scientists at the national oceanic and Atmospheric Administration are tracking hurricanes... Yet most Americans couldn't tell you what NOAA actually is."

• Tracy Finara [05:16]:
  "I have a pretty multidisciplinary... I ran a research lab... managing the coastal and ocean modeling portfolio."

• Tom De La Berto [07:17]:
  "I started NOAA as a contractor... I slowly realized that while I found science, doing the science really, really rewarding, I liked talking about it more."

• Tracy Finara [10:16]:
  "We don't have a marketing budget that NASA does... how scientists are and how they view communication."

• Tom De La Berto [12:14]:
  "I don't script anything. I don't like coming across as scripted."

• Tracy Finara [16:14]:
  "We need to put more effort into a communication... promoting it, you know, or having their employees promote it."

• Tom De La Berto [17:32]:
  "I think there's just different avenues. It's ever changing."

• Tracy Finara [26:58]:
  "When you have a full-time job, social media is really hard."

• Tom De La Berto [32:18]:
  "The reason why the ENSO blog... is shockingly popular."

• Tracy Finara [37:47]:
  "Communication needs to be used to be something that we're taught."

Key Takeaways

• Communication is Crucial: Effective communication is as vital as the scientific research itself for agencies like NOAA to garner public support and understanding.

• Training and Culture Shift Needed: Integrating communication training for scientists and fostering a culture that values outreach can bridge the existing gaps.

• Diverse Platforms and Authenticity: Leveraging varied communication channels and maintaining authenticity can enhance public engagement and trust.

• Recognition and Support: Acknowledging and crediting effective communicators within scientific agencies can motivate and retain talent dedicated to public outreach.

Silenced Science: Inside NOAA's Communication Challenge provides an enlightening look into the internal dynamics of one of the nation's key scientific agencies, emphasizing the imperative need for a robust and authentic communication strategy to amplify NOAA's invaluable work.