Earth Calling Communication

Copywriting - using tools from PR Communication in popular science writing. Abstract Right now earth science has societal attention, due to the subject of global climate change and overall environmental discussions. Now is the time for popular science writers and researchers to further strengthen earth science in society. Awareness and environmental care comes out of knowledge and exposure. Outreach activities are increasing these days. All types of outreach activities require texts in some form. How well do we writers perform with that? Traditionally used methods are mostly of academic form and/or journalistic approach. These forms are often appropriate when readers already are initiated; keen on the substantial scientifical background. When making the first move towards early beginners, or sceptics, these methods might be inapt. Or, when readers are in need of short and valid information, for example, policy makers, industrial and business management. How many of us have though about other forms of writing popular science? A few probably, but far from many enough! We argue that there are definitely situations when writers will benefit from using PR communication and dramaturgy. For example, to draw readers into a thrilling, dramatical setting of a story that don’t let go of you. Or, to borrow the quick and forceful language from professional copywriters that use words for business purposes. While saying this, we keep in mind, that popular science writing will always and only have the scientifical evidence basis at first. Here we introduce copywriting and dramaturgy in order to provide writers with additional tools in their quest to communicate earth science, global climate change and environmental care among world civilizations.