10th March 2015

The Success of the Rise of Popular Science

BRIAN COX correct

I love Brian Cox. Fact. I love every last TV programme he makes, book he writes and radio show he hosts, and I think the subjects he covers are fascinating.

I wasn’t really into science at school, despite my best efforts. Sure, I loved space (who doesn’t?), but as the years went on, I was definitely more in the ‘arts’ camp, as my degree in English Language and subsequent career in PR attest to.

But, somewhere along the line, I started liking science again. I started reading books about physics on my commute, and I started to understand the jokes my Dad would text me (a proud moment).


I attribute this change in attitude entirely to Professor Cox, and I know I won’t be the first person to say this. But Wonders of the Universe did more than just reignite the space-loving flame of my childhood, it made a previously difficult subject (the parts that come after the fun bits at primary school, anyway) accessible.

As PRs, we’re constantly looking for good examples of how audiences have been successfully engaged – well look no further.

Working in this industry requires a constant reassessment of what we’re doing; what’s working, what isn’t, what is our audience absolutely loving and how can we do more of that? It’s a simple formula for success (pun intended) but it’s one that can often be overlooked in the whirlwind that is every day life.

In B2B PR especially, we’re often presented with technical subjects that mean something to some people, but that can alienate a wider audience with jargon, formulas and industry buzzwords – although the same can be said for most topics.

The key to engaging your audience, regardless of your subject matter, is to understand them and then make your content relevant and engaging. If Brian Cox can turn quantum physics into reoccurring water-cooler moments and best-selling books, there’s really nothing stopping the rest of us.

By Hannah Stirling, B2B account manager