Outrageous Outreach – Unconventional Ways of Communicating Science

TL;DRAbstract

The golden rule of communication, advertising, public relations and marketing is “follow your target group”. In this article, we look at how this mantra is applied in science communication and public outreach. Do we really follow our target groups? Do we regularly research the behaviour, interests and preferences of the individuals behind the demographic categories? Or do we just believe that we are following them when in fact we are “preaching to the converted” — the demographic group that is already intrinsically interested in science and actively scours the science sections of the national newspapers?As science communicators, it is not only our social duty and moral obligation to communicate scientific results to laypeople, but it is also a necessity if we want society to approve continued funding for scientific research and also to inspire young people to become scientists. In today’s fast-changing world of the new media it is no longer sufficient to walk the safe and well-trodden

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