Branding Is Not a Dirty Word (Especially in Science)
Scientists tend to distrust branding as spin. But branding is what makes reliable information recognisable — and desirable — without ever overpromising.
Perspectives, Talk
Perspectives
Publish or Perish Had a Sequel Called Be Visible or Vanish. This Is the Reboot
GEO is not new to everyone. Cristina Rigutto, a science communicator who called it Semantic Engine Optimization in 2013, explains what is changed — and what to do about it.
Perspectives
The Vanity Metrics Trap: Why Citizen Science Does not Need to Go Viral
Citizen science does not need viral reach. A look at why small, trained Discord and Telegram communities often produce better data than mass social campaigns.
Perspectives, Talk
What Happens When the Science Communicator Becomes the Skeptic
I have always believed in vaccines — until the day I had to actually decide, alone, for someone else entirely.
The Merchants of Doubt Do not Question Science. They Make You Question It.
How the merchants of doubt learned to weaponise scientific language — and what we can do about it.
The Ghost in the Room: How WHO, CDC, and ECDC Are Talking Around the Pandemic Nobody Wants to Mention
A look at what institutional risk communication looks like five years after the pandemic that nobody wants to name again.
Some Lessons in Health Communication Come with Ice Packs
Before people trust the science, they often need to trust the system, the messenger… and the reality behind the message.
When Words Mislead and Meaning Slips
From “forecast” to “projection,” from “possible” to “probable,” small linguistic shifts quietly reshape how we interpret reality.
Turning Numbers Into Meaning in a World Full of Data
Numbers are everywhere — and they are not just counting things. They are nudging your clicks, inflating your grocery bill, and making climate data feel either catastrophic or completely irrelevant, depending on how someone frames it.
How to Survive the Q&A Without Losing the Room
The Q&A is negotiation time, is about managing uncertainty, ego, and attention in real time — and understanding that credibility is built not when we speak, but when we respond.