Science Communication Training

Lesson 1 • Mapping the Science Communication Landscape

Surveys formats, channels, and professional roles in science communication. Students locate their own practice within the broader field.

Lesson 2 • The Science-Society Relationship

Examines how public trust, policy, and culture shape science communication needs. Grounds later messaging strategies in real societal dynamics.

Lesson 3 • What Science Communication Is

Defines science communication by distinguishing it from science education and journalism. Establishes the conceptual baseline for the entire course.

Lesson 1 • Segmenting Diverse Publics

Teaches methods for dividing broad audiences into actionable segments. Enables targeted messaging strategies introduced in Chapter 3.

Lesson 2 • Audience Research Methods

Covers surveys, focus groups, interviews, and social listening as tools for gathering audience data. Students select appropriate methods for given communication contexts.

Lesson 3 • Ethical Considerations in Audience Targeting

Addresses consent, data privacy, and equity when researching and targeting audiences. Establishes ethical guardrails carried forward into applied chapters.

Lesson 4 • Audience Analysis Fundamentals

Introduces demographic, psychographic, and knowledge-level variables for audience analysis. Provides the analytical lens applied in every later chapter.

Lesson 1 • Message Testing and Iteration

Introduces rapid feedback methods for testing message clarity and impact before full deployment. Establishes an iterative improvement habit used in all applied chapters.

Lesson 2 • Analogies, Metaphors, and Framing

Explores how analogies and frames shape audience understanding and acceptance of scientific concepts. Students practise constructing and testing frames.

Lesson 3 • Plain Language and Jargon Reduction

Teaches systematic techniques for replacing technical jargon with accessible language without losing precision. Directly applies the clarity principle from Chapter 1.

Lesson 4 • Structuring Narratives Around Science

Applies narrative structure—setup, conflict, resolution—to science content to increase engagement. Builds on audience motivation insights from Chapter 2.

Lesson 1 • Principles of Visual Perception

Covers how the human visual system processes information, including pre-attentive attributes and Gestalt principles. Grounds all design decisions in perceptual science.

Lesson 2 • Data Visualisation Fundamentals

Teaches chart type selection, axis labelling, and data-ink ratio for honest, clear data display. Directly applies accuracy and clarity principles from Chapter 3.

Lesson 3 • Scientific Figures for Publications

Addresses figure standards for peer-reviewed journals and technical reports, including resolution and colour mode. Prepares students for professional publishing contexts.

Lesson 4 • Designing Scientific Infographics

Guides students through planning, sketching, and producing infographics for non-specialist audiences. Integrates audience persona work from Chapter 2.

Lesson 1 • Opinion and Editorial Writing

Develops persuasive argumentation, evidence integration, and voice for science op-eds. Applies framing techniques from Chapter 3 to advocacy contexts.

Lesson 2 • Science Blogging and Online Articles

Covers SEO basics, conversational tone, and web-reading patterns for science blog writing. Builds on plain language skills from Chapter 3.

Lesson 3 • Social Media Science Writing

Addresses platform-specific constraints, hashtag strategy, and thread construction for science content. Integrates audience segmentation from Chapter 2.

Lesson 4 • Science Press Releases

Teaches the inverted pyramid structure, newsworthiness criteria, and journalist-facing conventions for press releases. Applies message architecture from Chapter 3.

Lesson 1 • Science Video Production Basics

Covers planning, filming, and editing short science explainer videos for online platforms. Integrates visual design and plain language skills from Chapters 3 and 4.

Lesson 2 • Live Science Events and Demonstrations

Addresses facilitation, interactivity, and improvisation for science cafes, festivals, and demonstrations. Extends public speaking skills to unscripted, participatory formats.

Lesson 3 • Public Speaking for Scientists

Covers structure, delivery, and anxiety management for science talks to non-specialist audiences. Applies narrative and message architecture from Chapters 3 and 5.

Lesson 4 • Slide Design for Science Talks

Applies visual communication principles from Chapter 4 specifically to presentation slide design. Students redesign existing slides using evidence-based guidelines.

Lesson 1 • Risk Perception and Psychology

Examines cognitive biases and heuristics that shape how audiences perceive and respond to risk. Informs message design strategies in subsequent sections.

Lesson 2 • Communicating Contested Science

Addresses strategies for discussing topics where scientific and public consensus diverge, including misinformation contexts. Builds on framing and ethics from earlier chapters.

Lesson 3 • The Nature of Scientific Uncertainty

Distinguishes types of uncertainty—measurement, model, and deep uncertainty—and their communication implications. Provides conceptual grounding for all risk communication work.

Lesson 4 • Communicating Probabilities and Statistics

Teaches natural frequency formats, visual aids, and narrative anchors for making statistics accessible. Applies plain language and visualisation skills from Chapters 3 and 4.

Lesson 1 • Measuring Communication Effectiveness

Introduces quantitative and qualitative metrics for evaluating reach, engagement, and behaviour change. Closes the feedback loop established in message testing in Chapter 3.

Lesson 2 • Setting Communication Goals and Objectives

Teaches SMART goal-setting and objective hierarchies for science communication campaigns. Anchors all strategic planning in measurable, audience-centred outcomes.

Lesson 3 • Stakeholder Engagement and Partnerships

Covers identifying, mapping, and engaging stakeholders including media, policymakers, and community groups. Extends audience analysis skills to organisational relationship management.

Lesson 4 • Iterating and Scaling Communication Efforts

Addresses how to use evaluation data to refine strategies and scale successful campaigns. Synthesises the iterative improvement mindset developed across all core chapters.