Title:
Five rules for evidence communication
Authors:
Michael Blastland, Alexandra L.J. Freeman, Sander van der Linden, Theresa M. Marteau & David Spiegelhalter
Published:
Nature, 18 November 2020
From the article:
Our small, interdisciplinary group at the University of Cambridge, UK, collects empirical data on issues such as how to communicate uncertainty, how audiences decide what evidence to trust, and how narratives affect people’s decision-making. Our aim is to design communications that do not lead people to a particular decision, but help them to understand what is known about a topic and to make up their own minds on the basis of that evidence. In our view, it is important to be clear about motivations, present data fully and clearly, and share sources.