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What tactics can effective science communicators use to reach a
wide audience and achieve their goals? Effective science
communication-the type that can drive behavior change while
boosting the likelihood that people will turn to science when faced
with challenges-is not simply a matter of utilizing social media or
employing innovative tactics like nudges. Even more important for
success is building long-term strategic paths to achieve
well-articulated goals. Smart science communicators also want to
create communication opportunities to improve their own thinking
and behavior. In this guidebook, John C. Besley and Anthony Dudo
encapsulate their practical expertise in 11 evidence-based
principles of strategic science communication. Among other things,
science communicators, they argue, should strive to seem competent,
warm, honest, and willing to listen. Their work should also convey
a desire to make the world a better place. Highlighting time-tested
methods for building rapport with an audience through several modes
of communication, Besley and Dudo explain how to achieve each
strategic objective. All scientific communication is goal-oriented,
and Besley and Dudo discuss the importance of recognizing the right
goals, then employing strategic and tactical communication in order
to achieve them. Finally, they offer specific suggestions for how
practitioners can evaluate the effectiveness of their
communications (and in fact, build evaluation into their plans from
the beginning). Strategic Science Communication is the first book
to use social science to help scientists and professional science
communicators become more evidence-based. Besley and Dudo draw on
insightful research into the science of science communication to
provide readers with an opportunity to think more deeply about how
to make communication choices. This guidebook is essential reading
for all professionals in the field.
The focus of this book is Strategic Communication. Communication
can be defined as strategic if its development and/or dissemination
is driven by an expected outcome. These outcomes can be
attitudinal, behavioral, persuasive or knowledge-related; they can
lead to change or engagement, or they can miss their mark entirely.
In looking at strategic communication, one is not limited to a
specific context or discipline. Many of the scholars in the volume
are generating research that covers strategic communication in ways
that are meaningful across fields. This volume collects the work
and idea of scholars who cover the spectrum of strategic
communication from source to message to audience to channel to
effects. Strategic Communication offers news perspectives across
contexts and is rooted firmly in the rich research traditions of
persuasion and media effects. Spanning multiple disciplines and
written to appeal to a large audience, this book will be found in
the hands of researchers, graduate students, and students doing
interdisciplinary coursework.
The focus of this book is Strategic Communication. Communication
can be defined as strategic if its development and/or dissemination
is driven by an expected outcome. These outcomes can be
attitudinal, behavioral, persuasive or knowledge-related; they can
lead to change or engagement, or they can miss their mark entirely.
In looking at strategic communication, one is not limited to a
specific context or discipline. Many of the scholars in the volume
are generating research that covers strategic communication in ways
that are meaningful across fields. This volume collects the work
and idea of scholars who cover the spectrum of strategic
communication from source to message to audience to channel to
effects. Strategic Communication offers news perspectives across
contexts and is rooted firmly in the rich research traditions of
persuasion and media effects. Spanning multiple disciplines and
written to appeal to a large audience, this book will be found in
the hands of researchers, graduate students, and students doing
interdisciplinary coursework.
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