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Full Description
Are you wishing you knew how to better communicate science, without having to read several hundred academic papers and books on the topic? Luckily Dr Craig Cormick has done this for you! This highly readable and entertaining book distils best practice research on science communication into accessible chapters, supported by case studies and examples. With practical advice on everything from messages and metaphors to metrics and ethics, you will learn what the public think about science and why, and how to shape scientific research into a story that will influence beliefs, behaviours and policies.
Contents
Acknowledgements
Introduction
THE GROUND RULES
1 - What makes good science communication? (in fewer than 280 characters)
2 - Why we need to communicate science better
3 - Burying the deficit model
4 - Objective! Your honour!
5 - What do the public really think about science?
6 - There is no one public: Making sense of segmentation
COMMUNICATION TOOLS
7 - Messages and metaphors
8 - Once upon a time: Storytelling
9 - Trust me, I'm a scientist
10 - Media matters
11 - Being a social media superstar
12 - I've been framed! The art of framing
13 - Who's afraid of public speaking?
14 - Getting engaged
15 - P-values: Policy and politics
16 - Evaluation: Metrics, damn metrics and statistics
WHEN THINGS GET HARD
17 - I'm a believer! Understanding different beliefs
18 - The risky business of communicating risk
19 - Valuing values
20 - Can you really change behaviours?
21 - Communicating controversies: The good, the bad and the ugly
22 - Debunking bunkum
SCIENCE COMMUNICATION ISSUES
23 - Fantastic ethics and where to find them
24 - Why we don't actually know what we think we know
25 - Last words: Sermon on the Endnote
About the author
Endnotes
Index
