The communication fallout: why nuclear messaging often misses the mark

And what we can learn from activists about storytelling

Recently at the Cheltenham Science Festival, just before I spoke at an event, I wandered through some of the exhibition stalls. The first stall I visited was run by a university physics team who were working on quantum computing. A researcher began explaining their work to me, and while he clearly knew his stuff, I was lost within seconds. He used jargo…