The benefits of science communication are hard to overlook. It creates awareness on science and research, it develops society and creates a knowledge framework for future generations.
This is sounds very noble, but even the biggest ambitions begin with a practical step. The foundation of good communication (not only in science but in any field) requires an objective and well-defined audience. A common mistake is to be oriented towards the sender and not the receiver, i.e. to focus on the knowledge you have and not the knowledge the audience should have. It is a subtle difference, but nevertheless it can be defining for how successful your communication is.
This issue can be resolved by having a strategy and being aware of what you want to achieve and who your audience is.
Knowing what message you want to convey is crucial for any public communication.science-communication.com