Evaluations in science communication. Current state and future directions

Evaluations are becoming more important in science communication. But both science communication practitioners and researchers are not sufficiently utilizing the potential of evaluations yet. In this essay, we first define four requirements for rigorous evaluations of science communication activities and projects. To substantiate our argument, we take stock of the scientific literature, uncover deficiencies in current evaluation practices and identify potential causes. We conclude with laying out how different actors in the field — including science communication practitioners, professional associations, scientific institutions and funding bodies as well as researchers — can contribute to advancing evaluation practices in science communication as well as research on it.