Communicating about Science

Strategy and rhetorician skills need to be deployed, as merely lecturing like a university professor isn't going to do any good: 

• Simply explaining science does not tell the audience why it matters to them, and doesn't 'hard sell' the purpose or the motivation of the right information.
• Communicating science without first gaining the audience's trust is bound to be a vain exercise.
• Trying to debunk a myth by repeating it and saying it's false, doesn't do any good, as the audience ends up remembering the myth only. A better way is to reframe the issue.