How do you communicate science to a general audience? That was the subject of a recent presentation I gave to the Federal Communicators Network. Based upon my experience as a science communicator for NOAA and The Nature Conservancy, I suggest that writers:
- Use common terms
- Avoid acronyms
- Get out of your organizational bubble
- Make it relevant to the reader
- Stress benefits, not features
In the talk, I used case studies from my current job as a Communications Manager for The National Weather Service (NWS). For example, NWS has a great new technology under development – Wireless Emergency Alerts.
When talking about this new service, do you communicate the features (cell towers, polygons, alerting authorities) or the benefit (getting a text alert before a tornado hits your house)?
You stress the benefit, obviously. The benefit establishes relevancy in the mind of the reader. Grab the reader’s attention by leading with benefits and then you can explain the complicated details.