Promote Scientific Results Course

Lesson 1 • The Science Communication Landscape

Maps the ecosystem of channels, actors, and norms shaping how science reaches the public. Contextualizes where promotional efforts fit.

Lesson 2 • Ethical Responsibilities in Promotion

Covers honesty, conflict of interest, and responsible framing when promoting results. Grounds ethical reasoning in professional standards.

Lesson 3 • What Science Communication Means

Defines science communication and its role in research impact. Establishes vocabulary used throughout the course.

Lesson 1 • Engaging General Public Audiences

Addresses lay audiences with varied science literacy and trust levels. Builds skills for accessible, engaging, and trustworthy public communication.

Lesson 2 • Audience Segmentation Fundamentals

Introduces demographic, psychographic, and knowledge-based segmentation. Connects audience type to appropriate communication strategy.

Lesson 3 • Analyzing Scientific Peer Audiences

Focuses on communicating with fellow researchers, reviewers, and domain experts. Addresses norms, expectations, and credibility signals in peer contexts.

Lesson 4 • Audience Research and Feedback Loops

Teaches methods for gathering audience data before and after communication. Uses feedback to refine messaging strategies iteratively.

Lesson 1 • Translating Uncertainty and Limitations

Addresses how to communicate confidence intervals, caveats, and study limits honestly. Prevents misinterpretation while maintaining audience engagement.

Lesson 2 • Framing Results for Maximum Relevance

Applies framing theory to position findings within audience priorities. Demonstrates how framing choices affect perception and uptake.

Lesson 3 • Distilling Research Into Key Findings

Teaches extraction of the most significant, communicable findings from a study. Prioritizes findings by novelty, impact, and audience relevance.

Lesson 4 • Writing the Elevator Pitch

Develops a concise verbal summary of research suitable for any audience. Applies the problem-solution-impact structure to scientific results.

Lesson 1 • Writing for Social Media Platforms

Adapts scientific messages to character limits, platform norms, and visual formats. Builds on core messaging skills from Chapter 3.

Lesson 2 • Science Blog Posts and Articles

Develops skills for writing engaging long-form content about research. Covers narrative structure, SEO basics, and editorial standards.

Lesson 3 • Press Releases for Research Results

Covers structure, tone, and newsworthiness criteria for science press releases. Produces a complete press release from a sample research finding.

Lesson 4 • Plain-Language Research Summaries

Teaches writing accessible summaries for non-specialist audiences. Applies plain-language principles established in Chapter 1.

Lesson 1 • Creating Infographics for Research

Guides production of narrative infographics that summarize research for lay audiences. Integrates messaging skills from Chapter 3 with visual design.

Lesson 2 • Figures and Tables for Publication

Covers standards for journal-quality figures and tables. Addresses formatting, labeling, and reproducibility requirements.

Lesson 3 • Interactive and Digital Visualizations

Introduces tools for building interactive charts and dashboards for online audiences. Extends static visualization skills to dynamic digital formats.

Lesson 4 • Principles of Scientific Data Visualization

Introduces perceptual and design principles underlying effective data graphics. Establishes criteria for accuracy, clarity, and visual hierarchy.

Lesson 1 • Delivery Skills and Vocal Presence

Develops verbal and nonverbal delivery skills for scientific speakers. Addresses pacing, eye contact, and managing nervousness.

Lesson 2 • Presenting in Non-Traditional Formats

Extends presentation skills to posters, lightning talks, and video formats. Adapts structure and delivery to each format's constraints.

Lesson 3 • Handling Questions and Challenges

Prepares speakers to respond to expert and lay audience questions confidently. Covers strategies for managing hostile or off-topic questions.

Lesson 4 • Slide Design and Visual Aids

Covers principles of effective slide design for scientific talks. Integrates data visualization skills from Chapter 5.

Lesson 1 • Amplifying Reach Through Networks

Teaches leveraging institutional, professional, and peer networks for promotion. Covers co-promotion, tagging, and collaborative amplification.

Lesson 2 • Social Media Strategy for Scientists

Develops a platform-specific content strategy aligned with research goals. Builds on writing skills from Chapter 4 for social formats.

Lesson 3 • Measuring Digital Promotion Impact

Introduces metrics and analytics tools for evaluating online promotion effectiveness. Connects measurement to the feedback loop skills from Chapter 2.

Lesson 4 • Managing Online Criticism and Misinformation

Prepares researchers to respond to online criticism, corrections, and misinformation. Applies ethical principles from Chapter 1 to digital interactions.

Lesson 1 • Resource Planning and Budgeting

Covers time, personnel, and financial resource allocation for promotion activities. Teaches prioritization when resources are limited.

Lesson 2 • Executing and Monitoring the Campaign

Guides real-time execution, monitoring, and adjustment of a promotion campaign. Integrates digital analytics skills from Chapter 7.

Lesson 3 • Setting Promotion Goals and KPIs

Establishes SMART goals and measurable indicators for a promotion campaign. Aligns goals with research impact objectives and audience priorities.

Lesson 4 • Mapping Channels to Audiences

Applies audience segmentation from Chapter 2 to channel selection decisions. Produces a channel-audience matrix for a promotion plan.