How to report scientific research to a general audience

Dave Munger, co-author of the "Cognitive Daily" blog, published an excellent article about reporting scientific research to a general audience.

This article is a good example of how highly technical information can be presented to a general audience with clarity. His tips assist scientists to design a powerful message, by being really clear about what is to be presented.

His eleven tips are:

1. Find interesting research
2. Show why it's interesting first
3. Let the research speak for itself
4. Don't include details that are only relevant to scientists
5. Don't use scientific jargon
6. Tell a story
7. Visuals need the same treatment as words
8. Keep it concise
9. Cite your sources
10. Don't overstate your case
11. Have fun!

For example, Tip 5 highlights how you can increase the clarity of your article by eliminating unnecessary language that the audience doesn’t need to understand. He also has some interesting comments on how to deliver a technical message in a way that appeals to a general audience (eg; including stories, establishing authority by citing sources etc).

Although his article is written for an academic audience, it's highly relevant for anybody delivering a complex message. You'll find that all his guidelines apply just as well in a corporate, business or personal context.