ABSTRACT
This chapter takes a deeper dive into the elements underlying evidence-based science communication strategy. This includes both a discussion of how to identify and prioritize behavioral goals, as well as the range of evaluative beliefs that communication theory and past research suggests drive intentional behaviors. These beliefs—originating in research into behavior change and trust building—represent potential cognitive and affective communication objectives that science communicators could prioritize when designing, implementing, and evaluating their communication efforts. Communicators are asked to consider both what their audience currently believes about their goal behavior as well as what beliefs they have the opportunity to affect through the information they provide.
