Good Science Communication Considers the Audience

Abstract

While those who teach science at university are accustomed to thinking about communication with other scientists, less attention is generally paid to public science communication. Yet it is imperative that scientists are equipped to communicate with diverse audiences. An essential step of planning any communication involves considering the audience. How might an audience engage with and respond to the communication? This can make the difference between communication that is impactful or ineffective. This chapter provides a brief overview to help: Identify audience types. Consider the most appropriate mode of communication for engaging with particular audiences. Consider factors that influence individual reception and use of information. Reflect on the appropriate audience level for different communication objectives. Appraise the importance of culture and different world views. Increase equity and inclusivity. The chapter concludes with a checklist about audience factors to consider when developing a communication activity or resource.