There is a great potential in pulling together science communication and strategic communication, especially given how the former has gained importance in organizational contexts. Strategic communication, including rhetorical theory, can offer insights that are invaluable to understand the contests over what “truth” is and how different political perspectives influence such debates. The case of vaccine hesitancy is used as an illustration of the challenges posed to organizations and organizational communication around science-related issues today. There is a need to understand the audience in order to build credibility, or ethos, while at the same time recognizing the contingent and situational character of this endeavor.,Rhetoric and strategic communication can offer science communication the essential knowledge to strengthen credibility. While much attention has been geared toward understanding the audience, strategic communication and rhetoric in particular go further and also spell out the strategic implications for communication that is intended to strengthen credibility. Additionally, rhetoric alerts us to how credibility, or ethos, is not a fixed quality in a sender or a text but is situational and constantly negotiated. While the case of vaccine hesitancy and health authorities is used as an illustration, all organizations share the need to somehow have others believe in what they are saying. The toolboxes of strategic communication and rhetoric hold a number of insights and approaches that could benefit science communication.,The study pulls together insights from rhetoric and strategic communication that can inform science communication.

中文翻译：

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科学交流，战略交流和言辞：卫生部门，疫苗犹豫，信任和信誉

将科学传播和战略传播结合在一起具有巨大的潜力，尤其是考虑到前者如何在组织环境中变得越来越重要。战略交流，包括修辞学理论，可以提供宝贵的见解，对于了解什么是“真相”以及不同的政治观点如何影响此类辩论，是无价的。疫苗犹豫不决的案例说明了当今组织和围绕科学相关问题的组织交流所面临的挑战。有必要了解听众以建立信誉或精神，同时认识到这一努力的偶然性和情境性。修辞和战略传播可以为科学传播提供增强信任的基本知识。尽管人们已经将很多注意力集中在理解听众上，但是战略沟通和言辞尤其走得更远，并且还阐明了旨在增强信誉的沟通战略意义。此外，言语提醒我们信誉或精神不是发件人或文本的固定质量，而是情境和不断协商的结果。虽然以疫苗犹豫和卫生当局为例进行说明，但所有组织都需要某种方式让其他人相信他们所说的话。战略传播和修辞学的工具箱拥有许多有益于科学传播的见解和方法。该研究将修辞学和战略传播的见解汇集在一起​​，为科学传播提供了信息。