ABSTRACT
Part of why scientists struggle to communicate their knowledge in a clear and compelling way is because nonscientists are not a homogeneous audience. Each stakeholder group has its own distinct culture, language, and definition of success, and learning how to communicate with each group requires training and experience. In an ideal world, these different stakeholders should be seen as partners, not antagonists. Understanding your partners’ needs is vital, and showing respect for their value systems is the key to success. Stakeholder groups include: Responders, the Media, Industry, Policymakers, the Affected Public, the Contentious Public, the Concerned Public, and Non-Governmental Organizations (NGOs).
