How to report scientific research to a general audience

Dave Munger, co-author of the "Cognitive Daily" blog, published an excellent article about reporting scientific research to a general audience. His eleven tips are:

1. Find interesting research
2. Show why it's interesting first
3. Let the research speak for itself
4. Don't include details that are only relevant to scientists
5. Don't use scientific jargon
6. Tell a story
7. Visuals need the same treatment as words
8. Keep it concise
9. Cite your sources
10. Don't overstate your case
11. Have fun!

Although his article is written for an academic audience, it's highly relevant for anybody delivering a complex message. You'll find that all his guidelines apply just as well in a corporate, business or personal context.