Contracts & grants are cut. Visas denied. Research questions designated Orwellian thoughtcrimes. Running a lab or an evidence-based NGO has never been harder.

And for communicators? Legacy outlets are shrinking or shutting down. Journalists migrate to Substack, creating a maze of niche newsletters and fragmented conversations. Social media, once rich in Twitter analytics, has splintered into a nearly impenetrable and often thorny thicket. TikTok is banned… then back… who knows. Meanwhile, we’re all overwhelmed by a news cycle where everything happens everywhere, all at once.

Still, strategic communications rely on three critical questions:

1. What change do you want to see? The goal isn’t to tell the world what you do; it’s to use communications to achieve a specific outcome. Precision matters: “Protect and advance the careers of young scientists” may be more effective than “Restore all cancelled research funding.”

2. Who has the power to make it happen? Think deeply and broadly. If you can’t reach the decision-maker, maybe you can reach someone who influences them. And don’t overlook alternative power centers to consider and cultivate.

3. How do you reach them? Once goals and audiences are clear, you can craft a campaign tailored to the people who matter most.

Yes, familiar tactics are collapsing. But it’s never really been about releasing press statements or chasing viral content. The mission remains: to advocate for scientific inquiry and policies rooted in evidence. The need has never been greater.

GROUT can help. Reach us at info@groutprojects.com to begin the conversation.