Understanding your audience will enable you to more effectively communicate your message, says Naomi Penfold.

Guest contributor Naomi Penfold

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If you became a scientist to make the world a better place, you’re not alone. But to achieve this, you need to do more than just the science. Your findings need to reach the ears of decision makers, politicians, the media and funding bodies. One way to reach them is by communicating your science to the general public.

There are people who do this professionally, but it’s also down to the scientist to get the conversations going. Standing on a soapbox reciting an abstract that makes perfect sense to you might not lead to the response you’re after (often you’ll just get your echo in return). One of the most important factors in marketing and a tip oft-cited to communicators-in-training is to know your audience. Tailoring your message to the people you are trying to engage will make it easier for them to listen, absorb and act on your message. Continue reading →