[ngriffiths]

> active science communication has been sparse in the area of software research, and those who have tried often find their efforts unrewarded or unsuccessful.

The authors suggest:

> Identify your target audience to tailor your message! Use diverse communication channels beyond papers, and actively engage with practitioners to foster dialogue rather than broadcasting information!

What I would emphasize is that many researchers just don't know how to do it. It isn't as simple as just thinking up a target audience and churning out a blog post. If you are the median researcher, ~0 people will read that post!

I think people underestimate:

- How hard it is to find the right target audience - How hard it is to understand the target audience's language - How hard it is to persuade the target reader that this work you've done should matter even a little to their work, even when you designed it specifically for them - How few people in the audience will ever understand your work well - How narrow your target audience should be

I also think many researchers want to be able to, if not as a primary career goal then at least as a fulfilling, public service type activity. Currently testing this out a bit (more: https://griffens.net).