Step 4: The Art of Selling a Promising Idea

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In this module, the user will learn the basics of science communication, skills and techniques for making scientific research understandable and accessible to everyone. Upon completion of this module, your students will understand the relevance of science communication and its venues. Furthermore, they will be familiarised with storytelling, textual, visual and speech communication; and finally, they will learn how to put their research into action.

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Reading Material:

  • Bowater, L., & Yeoman, K. (2013). Science communication: A practical guide for scientists. Chichester, West Sussex; Hoboken, NJ: Wiley-Blackwell.
  • Burns, T.W., O’Connor, D.J., Stocklmayer, S. M.  (2003). Science Communication: a contemporary definition. Research Prospective, Sage publications.
  • Durant, J., Evans, G.A., Thomas, G. P. (1989). Why should we promote the public understanding of science?. The public understanding of science.  Nature 340: 11–14.
  • Effective Communication, Better Science.
  • European Commission general guidelines for developing a business plan.
  • Gregory, Jane; Miller, Steve (1998). Science in Public: Communication, Culture, and Credibility. New York: Plenum Trade.
  • Groulx, M., Brisbois, M. C., Lemieux, C. J., Winegardner, A., & Fishback, L. (2017). A Role for Nature-Based Citizen Science in Promoting Individual and Collective Climate Change Action? A Systematic Review of Learning Outcomes. Science Communication, 39(1), 45–76
  • Jouber, M. et al. (2019). ‘Storytelling: the soul of science communication.’ In Stories in Science Communication. JCOM publishing.
  • Kenneth Louis Smith et al. (2005). Handbook of Visual Communication: Theory, Methods, and Media. 45-62, Routelange.
  • Martin, R.L., Osberg, S. (n.d.). Social Entrepreneurship: The Case for Definition (SSIR). Retrieved November 06, 2020, from
  • Miller, J.D.  (1992) Toward a scientific understanding of the public understanding of science and technology, Public Understanding of Science. 23–26.
  • Patel, N. (2015). 13 Tips on How to Deliver a Pitch Investors Simply Can’t Turn Down. Retrieved November 06, 2020, from
  • Schiele, B., Claessens, M., Shi, S. (2012). Science communication in the world: Practices, theories and trends. Dordrecht, New York: Springer.
  • Stocklmayerm S.M. Gilbert, J.K. (2002). New experiences and old knowledge: towards a model for the personal awareness of science and technology. International Journal of Science Education.
  • Sundin et al. (2018). Rethinking communication: integrating storytelling for increased stakeholder engagement in environmental evidence synthesis. Environ Evid, 7:6
  • The Speech Communication Process

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