This essay highlights the unique challenges that basic scientists may face when trying to identify goals for their engagement efforts. We propose that the difference between basic and applied science, at least when it comes to communication, is primarily about the degree to which scientists can identify audience-specific behavioral goals for their communication efforts. To support our thesis, we provide data from recent survey projects that highlight the degree to which applied and basic scientists have different views about behavioral goals for their communications. We ultimately suggest that basic scientists may need additional help choosing goals and that applied scientists may have more opportunities for focused impact whereas the impact of engagement by basic scientists may be more broad-based.

Research on branding seeks to uncover the emotional, sensory, and cognitive meanings when a person first encounters an object, person, or idea. This exploratory study uncovers how these meanings apply in the context of science, and why a branding framework is important for science communication theory and practice. Reporting on survey data collected in April and June 2021, our results suggest a consistent functional brand image for science, yet a more nuanced context for how different branding constructs relate to science.