Introduction

This chapter establishes why scientists should approach communication strategically. It introduces some tools to help science communicators make decisions about what to communicate and how to communicate, which are used throughout the book. It argues that being a strategic science communicator involves more than simply educating the public about scientific facts and processes; it requires thinking about what you want to achieve from the time and energy put into communication. The chapter highlights potential behavioral goals for science communicators, including using communication to make better research decisions. It also highlights the central role that evaluative beliefs play in long-term strategic communication thinking.