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Understand Your Audiences

Contrary to what many researchers believe, lay audiences see scientists in a very positive light, meaning that they have a natural credibility. Researchers need to understand audiences in order to communicate effectively. Audiences are “need-to-knowers,” concentrating on topics that are particularly relevant to them. They also communicate within their own values, so scientists need to use communication strategies that take such personal values into account. Scientists also need to “pop their perceptual bubbles” that prevent them from understanding audiences. That is, they need to understand that audiences are not as engaged in science as they are and that their egos should not lead them to use technical terms when communicating with lay audiences.