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Lars Lindberg Christensen is a science communication specialist and works in Munich, Germany, as head of communication for the NASA/ESA Hubble Space Telescope in Europe.
Many people know something about communication – it is after all an innate human ability – but a full comprehension of how to do science communication effectively is not acquired easily. This Guide touches upon all aspects of science communication, revealing a tightly interwoven fabric of issues: product types, target groups, written communication, visual communication, validation processes, practices of efficient workflow, distribution, promotion, advertising and much more. New science communicators will find this Guide both helpful and inspirational.
"I am overwhelmed at how thorough and how well thought-through this book is. Even with my regular relationships with popular communication and with public relations officers, I hadn’t realized how well documented the field could be until I saw it done here." -Jay M. Pasachoff, Williams College, President, IAU Commission on Education and Development, author of The Cosmos: Astronomy in the New Millennium and The Complete Idiot’s Guide to the Sun
"I would have expected a high standard from a public outreach scientist at the European Space Agency, but this soars way above the normal standard of competence. I have certainly learned a great deal from this guide. It deserves a wide readership among science communicators." -Simon Mitton, Author of Conflict in the Cosmos: Fred Hoyle’s Life in Science and Editor of The Cambridge Encyclopedia of Astronomy"
Christensen uses clear principles and well-chosen examples, along with tables, diagrams, and even a press release visibility scale to convey the art and science of Science Communication in an authoritative and illuminating manner." -Stephen P. Maran, Press Officer, AAS, Editor, The Astronomy and Astrophysics Encyclopedia
"This book is very well presented, in a good-humored style, with an abundance of practical details. It is a fundamental contribution to the field of science communication towards the public. It is a filling a gap." -Andre Heck, Astronomer, Editor of Astronomy Communication and the Organization and Strategies in Astronomy series.
Content Level »Professional/practitioner
Keywords »Christensen - Communication - Outreach - PR - Science Communication - Science Promotion - distribution - science
Setting the scene.- Science Communication.- The Communication Process.- The Communication Office.- The production.- Overview Of The Production Chain.- Target Groups.- Product Types.- Written Communication.- Press Releases.- Production Of Printed Products.- Visual Communication.- Technical Set-Up.- Distribution.- Evaluation and Archiving.- Selected topics.- Making Websites.- Video Production.- Crisis Communication.- Guidelines for Scientists and Communicators.- How to Host a Press Conference.- Overcoming National Barriers.- Going Commercial.- Credibility in Science Communication.- The Hubble Space Telescope — A Public Outreach Case Study.- Community Initiatives.- Finishing off.- Summary.