One of the most important things I learned in science communication is the value of having empathy for your audience. Think about it: A hotel resort may not market their happening night life to families with young children, but they may instead focus on a great kiddie pool and play area. The same resort may focus on spas and a nice restaurant to a group of ladies on a girl’s trip or the golf course to a group of men on a boy’s trip. The main product is the same but the key features highlighted will depend on the target audience.
This ‘audience profiling’ is also important for communicating science. But although it seems obvious that one needs to profile their audience before communicating, this is not something explicitly taught in scientific training where the audience for most forms of communication is assumed to be more homogeneous (i.e. an equal or senior peer in the same field).
Thus, it is unsurprising that a Google search will show plenty of articles and resources about strategies for audience profiling as part of market research for consumer products, but little to no resources in the context of ‘selling’ science to a ‘public’ or other specific types of audiences that are neither peers nor experts in the same field (but perfectly intelligent and may be experts in other fields).
That said, here are three basic ideas for you to consider the next time you speak to a public audience about science:
1. Establish a Connection
To connect with an audience, understand their interests, knowledge levels, and communication preferences. This enables you to frame your message in a relatable and engaging manner. Emphasize the importance of the subject matter to their lives, address their concerns, and align with their values. By building this connection, you create trust and credibility, enhancing the audience’s engagement and retention of scientific information.
2: Tailor your Message
Adapt your language, tone, and content to match the needs of your audience. Avoid excessive jargon and complex technical terms, while still maintaining scientific accuracy. Consider the level of scientific background your audience possesses and adjust the depth of detail accordingly. By tailoring the message, you can ensure that the information is accessible and understandable to a broader range of individuals, making science more relatable and approachable.
3: Address Relevance
Frame scientific information in contexts that resonate with your audience’s experiences, highlighting the practical implications and benefits. By demonstrating the relevance of scientific knowledge to their lives, you engage their curiosity and foster an appreciation for science.
But I hear you, sometimes the toughest question to answer is “Who is my audience”?
If the communication is very clearly defined, for example a talk at an outreach event, probe the host and organizers for more information about who they expect to be present. Are they young children? High school students? Families? Working professionals? Experts from other fields? Government officials? Often, even for a specific event, but more so where the communication is open (for e.g. a popular online article or a video that may be circulated) the audience may be a mixture of some or all the above.
In the latter, aim for the youngest denominator and then insert some nuggets for different groups. Think back to award-winning Pixar movies that have fans from various age groups like Toy Story: enough colors, action and comedy for the children and the child-at-heart, as well as good acting, witty dialogue and heartwarming moments for accompanying adults.
With enough empathy for your audience, even a complex topic like CRISPR can be explained on some level to a 10 year old or your grandmother in the kampung!
Malaysian Science Communication Network 