When the term "science communication" comes to mind, it is easy to think that it simply means translating complex research into simple language for public audiences. However, the concept encompasses much more.  
 
At a Public Squares workshop held in August, participants learnt about the techniques and methods researchers can use when writing about their science for different audiences. The session was led by Prof. Marina Joubert (Senior Researcher & Lecturer at CREST) and Katherine Rabik (Senior Research Assistant & PhD student at CREST) and emphasised using clear language, structuring narratives to capture attention, and connecting scientific ideas to real-world issues. The workshop demonstrated how to make your work engaging, accessible, and relevant without losing its scientific accuracy. 

Building on these insights, the following tips offer practical guidance for effectively communicating your research across all audiences.  

1. Know your audience and establish relevance 

Effective writing begins with moving beyond the abstract concept of "the general public" to identify a specific demographic or stakeholder group. This allows you to tailor your message, framing your research around your audience's pre-existing values, concerns, and level of knowledge. The central question to answer is not "What do I want to say?" but rather "Why does this matter to them?" This explicitly connects your research to societal challenges or tangible benefits that are relevant to your audience, thus carrying your message across more effectively.  

2. Replace jargon with clear, simple language 

Jargon can make your audience feel excluded and disconnected from your work. It is easy for researchers and academics to make the mistake of assuming that their audience understands specific terminology related to their field, especially when they are constantly surrounded by peers. They may also fear that clarifying their work will erode its scientific rigour. However, As Prof. Joubert says, “Clarity isn’t about dumbing down, it’s about opening up”.  

Instead of using technical terms, aim for simple explanations that anyone can understand. If you must use a specialised term, always pair it with a simple explanation. For example, the metabolism can easily be explained as “how the body uses energy”. Studies have shown that research that is written in plain, clear language is often more widely read and cited. 

3. Lead with your most exciting finding  

Capture the attention of your audience immediately by starting with your biggest conclusion or a compelling hook. This approach, called the inverted pyramid, leads with the most important information and immediately answers your audience’s most pressing question: “So what?” By explaining why your research matters before delving into the methods, you are keeping your audience engaged from the very first sentence.  

4. Tell stories, not just facts 

Data informs may inform your audience, but stories persuade will persuade them. Make your work relatable by using the first person, sharing challenges, and conveying genuine passion for your work. People connect with emotions and narratives, which helps them remember your message long after they have forgotten the statistics. Building this human connection makes your science more trustworthy and impactful. Instead of just presenting a list of findings, tell a story about a discovery, a surprising challenge, or the real-world impact of your work. 

5. Share your work with others for review  

Before presenting your work to a specific audience, it can be useful to share it with a diverse group of reviewers such as a fellow researcher or academic, a friend, or a family member. Their feedback can help you identify unclear language, unnecessary jargon, and any areas that require improvement. This process not only strengthens clarity but also boosts the impact and accessibility of your writing, ensuring it resonates clearly with any audience. 

For further reading on the topic of communicating your science effectively, click here to read “Five golden rules for effective science communication – perspectives from a documentary maker” by Prof. Marina Joubert in The Conversation Africa.