Our mind is amazing, and sometimes amazingly silly. Take risk for example. Non-deadly risks are likely to push our emotions to highest levels, but the deadly ones we really should care about are handled with a shrug - if at all.
Therefore, Niemans Guide advises 3 steps to improve the emotional side of an important information about an likely and harmful event.
- Keep your message short. Many people have short attention spans.
- Work really hard to make your message interesting, because apathetic people are easily bored.
- Stay on message. If you’ve only got an eight-second sound bite, it’s got to be interesting, because people are going to tune out pretty easily.
And do the opposite if you face outrage about rather unimportant threads. (In short, make the communication and information about it as boring as possible).
Oh and don't forget, scientists think science is as interesting as it is for themselves... wonderful naiv, stick to the