ABSTRACT
This chapter describes how to understand the role of strategy in science communication. It specifically outlines the path from identification of behavioral goals to communication objectives, and communication tactics. One central argument raised by the chapter includes the danger of choosing communication tactics before careful consideration of goals and objectives. A second argument focuses on the value of explicitly and continuously asking oneself “why” you are making communication choices. The chapter also introduces the range of communication tactics open to communicators, including choices about communicative behaviors, messages, tone and style, timing, source, and channel. The chapter ends with a focus on what it means to balk at using strategy to make communication choices.
