The Softer Side of Science Communication Course

Lesson 1 • Core Barriers to Effective Communication

Identifies psychological, linguistic, and structural obstacles that block understanding. Prepares students to diagnose and address these barriers in their own work.

Lesson 2 • Defining Science Communication

Clarifies the scope and purpose of science communication across contexts. Anchors the chapter by establishing shared vocabulary for all subsequent topics.

Lesson 3 • Audiences and Their Needs

Maps the spectrum of public audiences and their prior knowledge levels. Establishes audience-first thinking as the core design principle of the course.

Lesson 1 • Audience Research Methods

Introduces qualitative and quantitative techniques for learning about target audiences. Connects research findings directly to message design choices.

Lesson 2 • Building an Audience Profile

Synthesizes research data into a structured, actionable audience profile document. Provides a reusable template students apply throughout the course.

Lesson 3 • Mental Models and Prior Knowledge

Explains how audiences construct meaning from existing beliefs and experiences. Teaches students to map audience mental models before writing or speaking.

Lesson 1 • Plain Language Principles

Introduces evidence-based plain language rules for scientific writing and speech. Directly addresses the jargon barrier identified in Chapter 1.

Lesson 2 • Structuring Scientific Narratives

Applies narrative structure to organize complex information for maximum comprehension. Shows how story logic differs from academic paper logic.

Lesson 3 • Handling Uncertainty and Nuance

Provides language strategies for communicating scientific uncertainty honestly and clearly. Prevents oversimplification that erodes public trust.

Lesson 4 • Analogies and Metaphors in Science

Teaches construction and evaluation of analogies that make abstract concepts tangible. Warns against analogies that introduce new misconceptions.

Lesson 1 • Integrating Data into Narrative

Demonstrates techniques for weaving quantitative evidence into story without breaking narrative flow. Balances emotional engagement with factual rigor.

Lesson 2 • Why Stories Work in Science

Explains the cognitive and emotional mechanisms that make narrative more persuasive than data alone. Grounds storytelling in communication science research.

Lesson 3 • Story Structure for Scientists

Adapts classic narrative frameworks to the constraints of accurate science communication. Provides a practical blueprint students apply immediately.

Lesson 4 • Characters in Science Stories

Teaches how to use scientists, patients, ecosystems, or ideas as compelling story characters. Addresses the challenge of humanizing abstract science.

Lesson 1 • Photography and Video in Science

Explores how photographic and video evidence shapes audience perception of science. Addresses ethical issues in image selection and manipulation.

Lesson 2 • Evaluating and Critiquing Science Visuals

Builds a critical framework for assessing whether visuals communicate accurately and effectively. Closes the chapter with a structured visual audit process.

Lesson 3 • Principles of Visual Perception

Covers how the human visual system processes information and what this means for design. Provides the perceptual foundation for all subsequent visual decisions.

Lesson 4 • Infographics and Explanatory Graphics

Guides students through designing infographics that explain processes and relationships. Connects visual design to the narrative structures learned in Chapter 4.

Lesson 1 • Principles of Effective Public Speaking

Covers vocal delivery, body language, and presence for science presentations. Builds on audience awareness from Chapter 2 to tailor spoken delivery.

Lesson 2 • Structuring a Science Talk

Applies narrative and clarity principles from earlier chapters to spoken presentation design. Provides a modular talk structure adaptable to any time limit.

Lesson 3 • Handling Questions and Dialogue

Trains students to manage audience questions, including hostile or off-topic ones, with confidence. Reinforces the dialogue model of communication introduced in Chapter 1.

Lesson 4 • Giving and Receiving Feedback

Establishes a structured peer feedback protocol for spoken science communication. Develops reflective practice as a continuous improvement habit.

Lesson 1 • Writing for Digital Formats

Adapts plain language and narrative skills from earlier chapters to web and social writing. Covers format-specific conventions that maximize reach and comprehension.

Lesson 2 • Community Building and Engagement

Develops strategies for fostering ongoing dialogue with online science audiences. Extends the dialogue communication model to asynchronous digital contexts.

Lesson 3 • Measuring Digital Communication Impact

Introduces metrics and evaluation frameworks for assessing digital science content performance. Connects measurement back to the audience goals set in Chapter 2.

Lesson 4 • The Digital Science Communication Landscape

Maps the major digital platforms and their distinct audience behaviors and norms. Contextualizes digital work within the broader communication framework built so far.

Lesson 1 • Planning for Controversy and Crisis

Prepares students to anticipate and respond to public controversy around scientific topics. Extends the uncertainty communication skills from Chapter 3 to high-stakes scenarios.

Lesson 2 • Channel and Format Selection

Guides strategic decisions about which platforms, formats, and messengers best serve each goal. Synthesizes channel knowledge from Chapters 5, 6, and 7.

Lesson 3 • Setting Communication Goals and Objectives

Teaches how to define measurable communication outcomes aligned with scientific and public goals. Anchors strategic planning in the audience profiles built in Chapter 2.

Lesson 4 • Message Architecture and Framing

Builds a layered message architecture that maintains consistency across all channels and formats. Applies framing theory from Chapter 2 at a strategic campaign level.