Science Communication

Strategies for Effective Science Communication 

(How to be Clear & Engaging with Public Audiences)

1. Target your audience.

 Understand your audience's demographics, knowledge base, affiliations, paradigms, passions, and fears. Different groups care about different things. The public wants to know how research affects their lives, the media looks for what makes findings unique, investors focus on returns, peers think about collaborations, and leadership wants progress reports. Tailor your argument accordingly.

2. Know your purpose.

 Communicate to achieve a specific goal: inform, inspire, change, educate, persuade, refute, call to action.  Think about what you want to achieve—whether that is to secure funding, inform the public, dispel a myth, refute a claim, raise awareness, influence policy, or build trust. Frame your message and delivery around your ultimate goal.

3. Lead with the primary message.

 Scientists often save conclusions for the end, but non-specialist audiences want the main point first, followed by why it matters, and then the details. Start with what is most important.

4. Avoid jargon.

Specialized terms, acronyms, and abbreviations can confuse outsiders. Use plain language, and if technical terms are unavoidable, explain them in everyday words. Test your explanations on people outside your field.

5. Be relatable.

 Stories, analogies, and personal anecdotes help audiences connect with complex ideas. Engaging in dialogue—whether during Q&A or on social media—can also make science more approachable.

6. Use humor (when appropriate).

Smile! Light humor, puns, or witty remarks can make complex topics more approachable and keep your audience engaged. Just be sure it supports your message and doesn’t distract from the science.

7. Use visuals.

Charts, diagrams, and images can clarify concepts far better than text alone. Keep visuals simple and clear—avoid overwhelming your audience with overly technical graphics.

8. Emphasize takeaways (3 max).

Limiting yourself to three core points makes your message memorable. These could be key results, applications, or critical statistics—just make sure they stand out.

9. Tell a story.

 Use narratives, metaphors, and personal anecdotes to humanize your rhetoric. Stories make complex ideas more relatable, spark curiosity, and help audiences remember your key message long after the details fade.

10. Use an analogical model.

Explain abstract or technical ideas by comparing them to familiar experiences. For example, describe electricity as water flowing through pipes or DNA as a recipe book. Analogies help audiences grasp concepts more quickly and remember them more clearly.

11. Emphasize meaning.

 Go beyond presenting facts by highlighting why they matter. Connect your research to its broader implications—how it impacts people’s lives, shapes policy, or advances knowledge—so your audience understands both the significance and the purpose behind the science. Always be closing! Answer, "So what?" Explain the implications, likely effects, and potential outcomes. 

12. Avoid overly technical details.

 Favor clarity over complexity. Too many equations, acronyms, or niche methods can overwhelm your audience and distract from your core message. Share only the level of detail needed for understanding, and save technical depth for specialized discussions.

13. Be organized, structured, & cohesive.

Open with a hook and close with a clear takeaway, something memorable to reflect on. Stay on topic, on target, on time, and and finish where you began. "Tell 'em what you're going to tell 'em. Tell 'em. And then tell 'em what you told 'em." - Shanafelt