“…The scientists also rated the ethicality of message framing goals poorly (Besley, Dudo & Storksdieck, 2015), possibly due to a perception of framing as equivalent to spinning (Nisbet & Newman, 2015). However, as demonstrated in a number of studies, scientific facts about marine issues can be strategically framed to better motivate action (Pope & Selna, 2013; Lu, 2015; McComas et al, 2015; Kolandai‐Matchett, Armoudian & Li, 2021a) and scientists' framing, used without mispresenting the science, can be instrumental in enhancing public motivations towards marine conservation (Kolandai‐Matchett, Armoudian & Thrush, 2021b). We thus believe that training components that can equip scientists with message framing skills can lead to impactful media reports about marine conservation.…”