Science communication is as much about the when as it is about the hows and whys. This chapter draws on the classical rhetoric notion of Kairos to help us think through some major ethical issues in science communication. Beginning with science communication’s uneasy relationship with persuasion, this chapter then considers the interaction of a fast-paced media landscape on the timing of science communication. Timing of communication matters to science communication as the when of communication is inextricably linked to both hype and urgency. The chapter closes with a discussion on the (historical) time in which the communication takes place, and how this relates to the (historical) time of our audience, because to be a good science communicator, the when really does matters.
KeywordsKairos Persuasion Science hype
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