The Ettos and the Patos of Good Communication

Agency responsible for communicating scientific facts or facts of any import are really not very good at communicating. Aristotle in his book on rhetoric, which is still 2000 more than 2000 years later, makes clear that you want to have your facts correct. If you don't connect emotions with your audience, if you don't explain why they need to care about whatever it is that you're talking about, they're not going to listen. The best communicator would be someone who has a good grasp of the facts behind the factual matters but also an emotional grasp as well.