Washington State University · Murrow College

Science is full of great stories. We study how they land.

At SciMedia Lab, we study what makes science communication work. Our researchers test messages, explore how media shape public understanding, and translate findings into communication strategies that make a difference.

A finding and a false claim start at once.FindingFalse claim

Impact

Research that connects science and society.

$1.5Min research funding across 21 funded projects

50+news stories featuring our research

848citations of our published research

28peer-reviewed journal articles

76conference presentations

17honors and awards, including a 2025 Top Paper Award

Case studies

Communicating science, health, environment, and risk.

Communicating Science

How do we help people trust science they can’t check for themselves?

We study how local, trusted voices, such as Extension professionals, explain science and address misinformation in their communities.

Communicating Health

Who actually motivates us to live healthier?

Our research found that family and friends can be more effective health role models than celebrities or social media stars.

Communicating Environment

How do we make environmental science matter close to home?

We study how communities, including residents concerned about PFAS in their water, make sense of environmental science and uncertainty.

Communicating Risk

How do we warn people about threats that are still unfolding?

With Extension partners, we test how to communicate emerging risks like avian influenza so farm workers can take clear, protective steps.

Photos from the WSU Photo Library, except the fish photo by Hunter Brumels on Unsplash.

Work with us

Ways to work with us

Our research

Research that connects science and people.

We study how people understand and respond to information about science, health, the environment, and risk. Our research examines how communication can build trust, inform decisions, change behavior, and help communities navigate complex challenges.

Our focus

What we study

ScienceStudying how science is communicated, understood, and trusted.

How do we communicate complex research to the people who need it? We study scientific uncertainty, misinformation, public trust, and strategies for making research meaningful beyond academic audiences.

HealthUnderstanding how communication shapes health beliefs and behaviors.

From social media and influencers to prevention campaigns and community partnerships, we examine how messages, emotions, and social relationships influence health beliefs and behaviors.

EnvironmentConnecting environmental research with the people and communities it affects.

We work at the intersection of environmental research, public understanding, and community engagement, helping people navigate issues involving water quality, agriculture, conservation, and environmental change.

RiskStudying how people understand uncertainty and make decisions.

Knowing something is dangerous does not always change behavior. We investigate how communication can move beyond fear, communicate uncertainty, strengthen trust, and motivate protective action.

Media PsychologyExploring how media influence what we think, feel, and do.

We study how stories, emotions, role models, and the people we feel connected to through media shape what we think, feel, and do, including media that inspires us to act.

Information ProcessingUnderstanding how people pay attention to, interpret, and evaluate information.

From attention and emotion to judgments of credibility, we examine how people process scientific and health information, especially when it is complex, uncertain, or competing with misinformation.

Approach

How we approach research

Audiences

Who do people listen to?

Understanding what different audiences believe, value, and trust, from agricultural producers and parents to patients and young adults.

Communication

How do we make complex information meaningful?

Designing and evaluating messages that explain uncertainty, address misinformation, connect emotionally, and make research relevant to everyday decisions.

Evidence

What actually works?

Using experiments, surveys, message testing, and social media analytics to evaluate communication strategies and improve outcomes.

Research in action

Example studies

Communicating Science

How do we help people trust science they can’t check for themselves?

Most people never read a study. They rely on someone they trust to tell them what it means. We study how local, trusted voices can explain science, address misinformation, and earn credibility.

What we look at: Trusted messengers, credibility, misinformation correction, media literacy

Example study

Working with Extension professionals across the country, we tested training in science media literacy and conversation skills to build their confidence talking with communities about vaccines.

Communicating Health

Who actually motivates us to live healthier?

Health messages compete with celebrities, influencers, and the people we love. We study how role models, stories, and emotion shape health goals and behavior.

What we look at: Role models, parasocial relationships, narrative, emotional appeals

Example study

We compared celebrity, social media, and personal role models and found that family and friends were more effective at inspiring health goals than famous figures.

Communicating Environment

How do we make environmental science matter close to home?

Environmental issues can feel distant, technical, or uncertain. We study how communities make sense of environmental science and what helps them act on it.

What we look at: Uncertainty, local relevance, community engagement, inspiring media

Example study

With the West Plains Water Coalition, we are exploring how residents understand PFAS in their drinking water and how to explain what scientists know and don’t yet know.

Communicating Risk

How do we warn people about a threat that is still unfolding?

Emerging risks like zoonotic diseases change quickly, and fear alone rarely changes behavior. We study how to communicate uncertainty and give people clear, doable steps to protect themselves.

What we look at: Uncertainty, self-efficacy, social norms, trusted messengers

Example study

With Extension partners, we tested messages about avian influenza (H5N1) for dairy workers to learn which framing and which messengers best support protective action.

Photos from the WSU Photo Library, except the fish photo by Hunter Brumels on Unsplash.

Publications

Our publications

Our peer-reviewed articles and conference papers are collected on Google Scholar.

View on Google Scholar →

About

Connecting science, media, and people.

A research lab in the Edward R. Murrow College of Communication at Washington State University.

Washington State University banners on a lamppost in front of autumn trees on the Pullman campus — Washington State University, Pullman. Photo: WSU Photo Library.

Research

Conduct research

We study how people find, evaluate, and use information about science.

Partnership

Partner with researchers

We contribute communication research and evaluation to interdisciplinary grants.

Training

Offer training

We host workshops and an annual summit for faculty and students.

Director

Nicole O'Donnell, Ph.D.

Nicole is an associate professor in the Edward R. Murrow College of Communication. Her research centers on media psychology: how media messages shape attitudes, beliefs, and behavior, with applications to health, science, environmental, and risk communication.

She works with nonprofits and government agencies to develop, test, and evaluate campaign messages, and she loves sharing research beyond the university. If you have a communication challenge or a research idea, she would be glad to hear from you.

Personal website Google Scholar

The SciMedia Series

Event series

Open to WSU faculty, students, and Extension professionals. Dates to come.

FallBetter Research Posters. A brown bag on designing clear, readable research posters.

WinterData Visualization. A workshop on presenting data clearly and accurately.

Early springUncertainty and Trust. A discussion on communicating evidence that is still developing.

SpringWSU Science Communication Summit. An annual gathering to share research and build collaborations.

Work with us

Pick your path.

For scientists

Collaborate on research and grants

We join grant teams to design, test, and evaluate the communication side of the work.

NSF

Broader impacts

Public engagement activities and their evaluation.

NIH

Dissemination

Community engagement and message testing.

USDA-NIFA

Extension

Extension and outreach with measurable outcomes.

To start a conversation, send us:

Your project

Two or three sentences.

The funder

Agency and program.

The deadline

Six weeks out is ideal.

Your audiences

Who needs to hear it.

For media

Media inquiries

Nicole O'Donnell is available to discuss SciMedia research and related topics with journalists, podcasters, and writers.

Nicole O'Donnell presenting research at a conference — Nicole O'Donnell presenting her research.

Health on TikTokInfluencersMisinformation & AIBird fluForever chemicalsTeens & social mediaCannabis & driving

Family and friends can be more effective health role models than celebrities.

Health Communication, 2025

Viral TikTok health videos lean on influencers, not experts.

WSU study, 2023

Young viewers often trust influencer health advice more.

WSU study, 2023

For students

Research opportunities for students

Publish

Co-author papers

Present at national conferences.

Analyze

Run real studies

Experiments, surveys, social media data.

Partner

Build campaigns

With communities living the issue.

Open to students from any field. Doctoral applicants apply through Murrow graduate admissions.

Cougs & friends

Alumni and community partners

Share

Speak or mentor

Join a summit panel or mentor a student.

Partner

Bring us a challenge

Your campaign could become a lab project.

Feature

Tell your story

We spotlight alumni connecting science and the public.

Support

Fund students

Research, travel, and events through Murrow.

Science is full of great stories. We study how they land.

Research that connects science and society.

Communicating science, health, environment, and risk.

How do we help people trust science they can’t check for themselves?

Who actually motivates us to live healthier?

How do we make environmental science matter close to home?

How do we warn people about threats that are still unfolding?

Ways to work with us

Research that connects science and people.

What we study

How we approach research

Who do people listen to?

How do we make complex information meaningful?

What actually works?

Example studies

How do we help people trust science they can’t check for themselves?

Who actually motivates us to live healthier?

How do we make environmental science matter close to home?

How do we warn people about a threat that is still unfolding?

Our publications

Connecting science, media, and people.

Conduct research

Partner with researchers

Offer training

Nicole O'Donnell, Ph.D.

Event series

Pick your path.

Collaborate on research and grants

Broader impacts

Dissemination

Extension

To start a conversation, send us:

Your project

The funder

The deadline

Your audiences

Media inquiries

Research opportunities for students

Co-author papers

Run real studies

Build campaigns

Alumni and community partners

Speak or mentor

Bring us a challenge

Tell your story

Fund students

Get in touch