Five rules for evidence communication
Nature, 18 Nov 2020
Avoid unwarranted certainty, neat narratives and partisan presentation; strive to inform, not persuade.
“Be persuasive”, “be engaging”, “tell stories with your science”.
Most researchers have heard such exhortations many times, and for good reason. Such rhetorical devices often help to land the message, whether that message is designed to sell a product or win a grant. These are the traditional techniques of communications applied to science.
This approach often works, but it comes with danger.