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How can scientific writers effectively write for non-scientific audiences?

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Scientific writing is a specialized skill that requires precision, clarity, and accuracy. But what if you need to communicate your research to a non-scientific audience, such as policymakers, journalists, or the general public? How can you avoid jargon, confusion, and boredom, and make your message engaging, relevant, and persuasive? In this article, we will share some tips and strategies to help you write effectively for different audiences and purposes.

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Maria Thomas, PhD

Scientific Medical Writer - Account Manager Molecular Diagnostics - Pharma Journalist
Pablo Ortiz

Turning R&D into Deep Tech ventures at TECNALIA | PhD | MBA

1 Know your audience

The first step to write for a non-scientific audience is to understand who they are, what they need, and what they expect from your writing. You need to tailor your tone, style, and content to suit their level of knowledge, interest, and motivation. For example, if you are writing for policymakers, you may want to focus on the implications and recommendations of your research, and use clear and concise language. If you are writing for journalists, you may want to highlight the novelty and significance of your findings, and use stories and examples. If you are writing for the general public, you may want to explain the relevance and impact of your research, and use metaphors and analogies.

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Maria Thomas, PhD

Scientific Medical Writer - Account Manager Molecular Diagnostics - Pharma Journalist
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Great discussion; I really appreciate it. During COVID, I transitioned into a pharma journalist role, addressing vaccination campaigns, and pandemic management. During this time, I realized that all those nights spent deep in antibody production details and molecular differences between vaccines weren't as impactful as I thought. People weren't as concerned with the "how" it works, but more with "does it work" and "what are the side effects." This experience taught me that, as passionate scientists, we focus on the intricacies while the general public cares about practical outcomes. My goal now as a scientific writer is to align my interests with those of the public, without losing my critical thinking and scientific background.

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Marta Guron

Passionate, highly motivated, innovative and highly efficient leader in higher education focusing on chemical education, safety, sustainability, and creating a space for everyone to thrive.
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I have had to tailor technical topics from audiences as diverse as preschoolers to audiences as technical as graduate students and research faculty. I've also published and been quoted in articles intended for the public about technical subjects. The key is to whittle down the message to a basic concept, stripped of jargon and technical language, devoid of acronyms. What is the main concept you're trying to communicate? Stick to that. If technical terminology is necessary, it's important to define that in understandable terms. Perhaps most importantly, it is key to start with WHY the audience should care. Having a real-world tie-in helps folks latch onto something they have experience with to build on it.

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Dr Chetan Walia

Business Strategist | Strategic Marketing Expert |Change Maker | Coach | Speaker | Author | Possibility Creator | PhD. | Chartered FCIPD
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The simple shift requires is from thinking about peer reviews to literary experience for the reader. Scientific writers are very careful in writing for publications as the publishing itself depends upon multiple considerations. Therefore the shift in mindset required is not to be suggestive and theoretical but engage the reader in the intricacies of your findings or story. How it impacts them? How can they experience what you are saying? How can you explain your work to a five year old? Add analogies, anecdotes, stories. Go beyond the research. Build on. Digress a little. This is not a review. Engage as if you are speaking to the audience. Converse.

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Pablo Ortiz

Turning R&D into Deep Tech ventures at TECNALIA | PhD | MBA
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When considering your audience you should not only think of their level of understanding, but, crucially, what might be of their interest. Are they driven by curiosity, entertainment, or by wanting to learn something useful?

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2 Simplify your language

The second step to write for a non-scientific audience is to simplify your language and avoid unnecessary complexity. You need to eliminate jargon, acronyms, and technical terms, or define them clearly if they are essential. You also need to use short sentences, active voice, and simple words. You can use tools such as Hemingway Editor or Readable to check the readability of your writing. You can also ask a colleague or a friend who is not familiar with your field to review your draft and give you feedback.

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Pablo Ortiz

Turning R&D into Deep Tech ventures at TECNALIA | PhD | MBA
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A very effective way of communicating difficult concepts is by making analogies to relatable facts of everyone's life, very much in the same way that fables have been used to convey moral concepts.

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3 Structure your writing

The third step to write for a non-scientific audience is to structure your writing and make it easy to follow. You need to use headings, subheadings, and paragraphs to organize your ideas and guide your readers. You also need to use transitions, signposts, and summaries to connect your points and show the flow of your argument. You can use the inverted pyramid model to present the most important information first, and then provide more details and background later. You can also use the problem-solution model to identify a problem that your audience cares about, and then show how your research provides a solution.

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4 Engage your audience

The fourth step to write for a non-scientific audience is to engage your audience and make them care about your research. You need to use hooks, questions, and quotes to capture their attention and curiosity. You also need to use emotions, values, and beliefs to appeal to their feelings and perspectives. You can use stories, anecdotes, and examples to illustrate your points and make them more concrete and relatable. You can also use visuals, such as graphs, charts, or images, to support your claims and make them more memorable.

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5 Persuade your audience

The fifth step to write for a non-scientific audience is to persuade your audience and make them take action. You need to use evidence, logic, and credibility to support your claims and convince your readers. You also need to use rhetorical devices, such as repetition, contrast, or analogy, to emphasize your message and make it more persuasive. You can use calls to action, such as suggestions, recommendations, or questions, to motivate your readers to do something, such as learn more, share your research, or apply your findings.

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Ayoub Bouguettaya

Understanding the Intersection between Health, Society, and the Internet | Behavior Research Analyst | Consultant on Quantitative and Qualitative methods
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In science, we often forget that the language we use is not built for convincing per se. For example, nothing is really ever proven in our language, and instead we use words like 'indicates' 'shows' 'suggests'. To communicate with the public better, instead, use more front forward language, and demonstrate the use of analogies and examples. For example, climate change. Be direct but honest. Don't say "these findings suggest humans are responsible for climate change." Say, "it is certain that these extreme shifts in climate are caused by humans, with almost no doubt mathematically that it is us. The chances that it's something else are like shuffling a deck of cards and getting a flush 10000x in a row."

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Pablo Ortiz

Turning R&D into Deep Tech ventures at TECNALIA | PhD | MBA
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Avoid jargon. Nobody speaks as the scientific articles are written. If you want to talk to a public that does not read them, talk in the language they know. There are often synonyms for intricate (=difficult) words.

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6 Edit your writing

The final step to write for a non-scientific audience is to edit your writing and make it flawless. You need to check your spelling, grammar, punctuation, and formatting, and correct any errors or inconsistencies. You can use tools such as Grammarly or ProWritingAid to help you with this task. You also need to revise your writing and make it more concise, clear, and coherent. You can use tools such as WordCounter or CoSchedule Headline Analyzer to help you with this task. You also need to proofread your writing and make sure it meets the expectations and requirements of your audience and purpose.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can scientific writers effectively write for non-scientific audiences?

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1 Know your audience

2 Simplify your language

3 Structure your writing

4 Engage your audience

5 Persuade your audience

6 Edit your writing

7 Here’s what else to consider

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