About the Authors ix

About the Contributors xi

Foreword xix

Prologue xxi

Acknowledgements xxiii

1 A Guide to Science Communication 1

1.1 Introduction 1

1.2 The Influence of Science Societies Charities and Organisations 2

1.3 Modern Societies and Organisations 7

1.4 Science Communication as a Discipline 7

1.5 Phases of Science Communication 9

1.6 Recent Initiatives 18

1.7 A Way Forward 19

References 19

2 Scientists Communicating with the Public 23

2.1 Introduction 23

2.2 What does 'Science and Society' mean for Scientists? The Changing Environment 23

2.3 Are Academics Involved in Public Engagement? 34

2.4 What is the Current Level of Science Communication by Scientists? 39

2.5 Concluding Remarks 43

References 44

Useful Websites 45

3 Encouraging Scientists to Communicate with the Public 46

3.1 Introduction 46

3.2 Science Communication: the Barriers 48

3.3 Removing Barriers and Providing Incentives 52

3.4 Seeking Advice and Support 63

3.5 Embedding PE in Your Job 67

3.6 Personal Benefits and Benefits to the Wider Society 70

References 72

4 Communication Learning and Writing 74

4.1 Communication Theories 74

4.2 Learning and Learning Theory 75

4.3 Learning Theory Frameworks 77

4.4 Constructivism and How it Applies to Science Communication Events 77

4.5 Learning Styles 78

4.6 Model of Family Centred Learning 83

4.7 Successful Scientific Writing for the Public 85

4.8 Concluding Remarks 91

Recommended Additional Reading for Writing for the Public 91

References 91

5 Monitoring and Evaluating your Event or Activity 93

5.1 Introduction 93

5.2 Key Stages in Undertaking an Engagement Project 94

5.3 Monitoring and Evaluating 97

5.4 Undertaking Evaluation 100

5.5 Interviews 107

5.6 Focus Groups 108

5.7 Observational Research 109

5.8 Deciding Which Evaluation Tools to Use for Your Project 109

5.9 Analysing the Results 113

5.10 Reporting the Results 117

5.11 Assessing Impact 118

5.12 Ethical Issues Associated with Evaluation Projects 119

Other Useful Resources and References 119

6 Getting Started with Public Science Communication 121

6.1 Introduction 121

6.2 Understanding Your Audience 123

6.3 Taking Your First Steps 136

6.4 Planning Your Own Event or Activity 136

6.5 How to Design Hooks for Your Event or Activity 143

6.6 Designing a Science Communication Activity 145

6.7 Consider Your Resources - Consumables Equipment Expertise and People (CEEP) 148

6.8 How to Get Your Project Funded 149

6.9 Top Tips for Successful Marketing 158

6.10 Health and Safety 159

6.11 Concluding Remarks 164

References 164

7 Direct Public Communication 166

7.1 Introduction 166

7.2 Direct Communication Delivering Information 166

7.3 Information through Conversation 182

7.4 A Focus on Policymakers 209

7.5 Concluding Remarks 225

References 225

8 Indirect Public Communication 227

8.1 Introduction 227

8.2 A Focus on Science and Television 227

8.3 A Focus on Radio and Science 232

8.4 A Focus on Newspapers 235

8.5 A Focus on Science and Writing 238
&nb