This response to the commentary “Does science communication have its goals wrong? From persuading science skeptics to promoting scientific empowerment” argues that the field would benefit from more attention to the persuasion literature, not less. A primary element of this argument is that a nuanced understanding of persuasion research can provide opportunities to achieve a wide range of goals — including empowering others — in ethical, evidence-based ways.
Publisher's note: this letter refers to Does science communication have its goals wrong? From persuading science skeptics to promoting scientific empowerment