Dolly Maiah, senior manager of impact communications at the National Geographic Society, spoke with PRsay before she and her colleagues presented a session on the “Science for Impact: How to Craft PR Campaigns Using Scientific Research,” at PRSSA ICON 2024 in Anaheim, Calif., in October.
Maiah leads communications strategy, implementation and evaluation for Perpetual Planet Expeditions and other Explorer-led programs to advance the Society’s mission to illuminate and protect the wonder of our world. She works with scientists, storytellers and educators around the globe to craft PR campaigns using scientific research.
Here, she talks about protecting the National Geographic brand, synthesizing complex scientific research to create impactful campaigns, and understanding challenges and opportunities ahead.
The National Geographic Society combines science and storytelling to “illuminate and protect the wonder of our world.” How do you safeguard such a storied brand while also getting your message out?
We are intentional with our messaging. The beauty of the Society is that the work is driven by our National Geographic explorers, our scientists, researchers, educators and storytellers who work in this impact-driven space. To protect our brand, it’s [about] leveraging the work that they are doing, and knowing the direction in which we should go. Not necessarily being reactive to trends, but proactive in that work, allows us to safeguard our brand.
Can you talk about impact communications and crafting PR campaigns using scientific research? How do you work with scientists, storytellers and educators to distill complex information that help change behaviors and attitudes?
Impact communications is about setting our intention and working hand in hand with our scientists to create communication strategies that are aligned for them to reach their impact goals. Whether it’s protecting an endangered species or the world’s oceans, all our communications are centered on making sure that [goal] is achieved.
We are a subset within the larger communications division at the Society, and so our roles are baked into the programmatic goals at all times. My colleague says it well: “Scientists are people, too.”
So we work hand in hand with them as we craft our communications strategies — to know who the right audience is, what the right platform is, what the right message is and in what language — and how we should deliver that in the most effective way, to make sure they are being elevated in a noisy science-communications space.
What are some key tenets of storytelling, and how can communications professionals foster meaningful connections with audiences?
Your question framed it nicely: fostering connection [and] emotion as the storyteller. Gio [Benitez of ABC News] said it earlier: How you bring your authentic self into storytelling is critical.
People have the attention span of milliseconds, so what can you do to capture them in that moment? That is stunning visuals. That is a really compelling message. And making sure you’re making things accessible to people who need it.
At the Society and in our communications, we’re always thinking about those elements — emotional connection, quick, fast and attention-grabbing. And then, how can we foster that connection not just through one touchpoint, but through several touchpoints throughout the messaging journey?
As we look ahead to 2025, what challenges and opportunities do you see in the strategic communications and nonprofit spaces?
Our challenges are also opportunities. I think about the amount of opportunities and platforms that are available. Now you have YouTube, podcasts, social media, in addition to all the traditional media spaces.
That can seem overwhelming. And sometimes it’s a challenge to understand the trend and what is effective. But it can also be an opportunity to have several touchpoints for your nonprofit or your spokespeople to be able to speak to several different audiences.
Meet your audience where they are. So, while there is an overwhelming amount of platforms available, it’s also an opportunity that we can leverage as communicators.
Honestly, keeping up with the trends can be a challenge. But there are so many resources that you can lean into in order to better understand what the trends are.
Also, speaking to the people who are in the midst of the work. As a nonprofit association, the people that we’re servicing is the betterment of the entire planet. How do we work with local communities to understand what their needs are? How do we work with our scientists to understand what the science-community gap is and leverage that? How do we work with our storytellers to understand where the stories are and how can we lean in there?
There are ample opportunities to connect with people through that, and I think nonprofits do a good job of that.
What’s your advice for PR’s next generation?
It might be a cliché, but I always say, “Be a sponge.” Come to conferences like PRSA ICON. This is an opportunity where you can hear from, not just industry leaders, but also your peers.
Understand what their challenges and successes are and work together and cultivate a community of sharing and of embracing your mistakes, like Gio mentioned in his session. I think that’s really empowering. When you have opportunities, even if it’s not in-person but virtually, to engage with your fellow PR practitioners, take those opportunities to be a sponge and learn from each other. Because you will only elevate the industry as a whole.
In this video clip, Maiah discusses impact communications and crafting PR campaigns using scientific research:
Here, Maiah talks about storytelling and fostering meaningful audience connections:
Amy Jacques is the managing editor of Strategies & Tactics at PRSA.
The post ICON 2024 Q&A: Impact Communications With National Geographic’s Dolly Maiah first appeared on PRsay.