1. Introduction to Science Communication
- 1.1 Learning from past mistakes
- 1.2 Case study: Cumbrian sheep farmers
- 1.3 Where did it go wrong
- 1.4 Moving towards a dialogue model
- 1.5 Science communication scale
- 1.6 The spectrum of public participation
- 1.7 Identify the participation level
- 1.8 Why should we engage with the public with science?
- 1.9 Your science communication motivations
- 1.10 Bonus homework
- Introduction to science communication quiz
- 3.1 Science? Not my cup of tea!
- 3.2 Rate your ‘capital’
- 3.3 Science capital
- 3.4 Case Study: Mr Okello’s class
- 3.5 Who has science capital?
- 3.6 There is no general public
- 3.7 Audience segmentation
- 3.8 Case Study: A V&A museum exhibition
- 3.9 Tailoring to specific needs and interests
- 3.10 Tailoring activity
- 3.11 Bonus Homework
- Audiences quiz
4. Presentation Skills
6. Communications and Branding
7. Media and Journalism
- 7.1 The role of science media
- 7.2 Does the media harm science?
- 7.3 Journalism to ‘churnalism’
- 7.4 Fake news and alternative facts in a post-truth world
- 7.5 How do we tackle fake news and post-truth politics?
- 7.6 Misleading reports
- 7.7 Psychopathic gin drinkers
- 7.8 Bonus homework
- Media and journalism quiz
11. Evaluation and Planning
3.9 Tailoring to specific needs and interests
Sometimes we want to communicate on a smaller scale but have a deeper interaction (remember the spectrum for public participation). Often this allows us to tailor an activity to meet a specific need or coincide with an interest. When we do this, not only will we have more of our audience engaging well with our communication but also we will have a more significant impact on them.
Here are some real examples of public engagement or outreach activities that worked well as they fit in with the needs and interests of the audience. For each one, try to make a note of what you think works well, what needs or interests were met?:
What the Tech? – A free drop in event at a local campus, where participants can bring their technology and get assistance from university students.
Audience: Pensioners from the local area (disadvantaged neighbourhood).
Cooking Numbers – Participants are taught math through cooking. They must calculate expenses, ingredient ratios and nutritional values.
Audience: Students struggling with math.
Prison Life on Mars – Astrobiologists team with inmates at a prison to run workshops and experiments exploring habit requirements on Mars including how food could be grown.
Audience: Inmates at a high security prison.
Make a note of your answers and then compare with ours: