Designed to help the novice scientist get started with science communication, this unique guide begins with a short history of science communication before discussing the design and delivery of an effective engagement event.

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 8.6 A Focus on Science Advocacy 244 8.7 A Focus on Citizen Science 245 8.8 Public Involvement in Health Research 259 8.9 A Focus on Web 2.0 Tools and Services 261 8.10 Concluding Remarks 274 References 274 9 Getting Started with Science Communication in Schools 277 9.1 Introduction 277 9.2 School Science Education and Scientific Literacy 278 9.3 A Skills Shortage in Science 280 9.4 Attitudes and Knowledge of Young People about Science 280 9.5 The Importance of Extra-curricular Science to Achievement 284 9.6 Getting Started with Science Communication in Schools 285 9.7 Think about your Resources, Consumables and Equipment 302 9.8 School Years and Qualifications 302 9.9 Concluding Remarks 305 References 305 Useful Websites 306 10 Demonstrating Interactions between Scientists and Schools 307 10.1 Introduction 307 10.2 Enhancing the Curriculum within the School Environment 308 10.3 Developing Cross-Curricular Activities for Primary and Secondary Schools 329 10.4 Enhancing the Curriculum with Activities with a School Audience but Outside the School Environment 333 10.5 Influencing Curriculum Change 337 10.6 Embedding Scientists into Schools 338 10.7 Training Teachers 343 10.8 Concluding Remarks 344 References 344 Epilogue 347 Abbreviations and Acronyms 349 Index 351

The public has a fascination with science. This can be both positive and negative as  highlighted in the public's perception  of recent scientific developments such therapeutic  stem cells and Genetic Modification (GM). Science communication is a rapidly expanding area and meaningful engagement between scientists and the public requires effective communication.  Science communication is multi-faceted;  it  encompasses sociology, psychology, political science and communication studies as well as the science itself. This book presents a short history of science communication before comprehensively offering ideas, inspiration and practical advice for the design and delivery of effective science communication activity and events. The book uses a variety of case studies written by highly regarded scientists  from around the globe to highlight and illustrate areas such as interacting with schools, policy makers, citizen scientists and the general public. This book also offers practical advice such as applying to funding streams, designing activities and events, undertaking effective evaluation as well as the dissemination of best practice. This book has been written for scientists at all stages of their career, including undergraduates and postgraduates wishing to engage with effective science communication for the first time,  or looking to develop their science communication portfolio.

“This book is an effective manual of how scientists can – and should – engage with the public.”  (Watershed Sentinel, 1 July 2013) “The book is easy to read and contains many references and consulting it will improve any science communication event.”  (TCE Today.com, 1 November 2013) “If you want to know more about the history of science communication, how it fits with your day job, or about other people’s experiences then this book will be of value. It is written in an academic style with references to further reading throughout. . . I would recommend this book as an introduction to sci-com.”  (Microbiology Today, 30 August 2013) “Science Communication – A practical guide for scientists will be an invaluable resource for any scientist wishing to develop their scientific career by starting to engage in science communication or for those who already have experience in science communication and wish to refresh their skills.”  (Nutrition Bulletin, 1 June  2013)