Passionate about sharing your research and want to ensure your comms efforts deliver meaningful results? Professor John C. Besley shares insights from his book Strategic Science Communication, and the SCREE framework, to help you move beyond hoping for impact to designing for it. In this conversation, he reveals why many research communication efforts fall short – not because researchers aren't trying, but because they haven't been asked the fundamental question: what specific behaviour do you want to change? John and I discuss how to identify clear goals, understand the beliefs that drive behaviours, and align your communication activities accordingly. Whether you’re the director of research org, working in comms/operations, or an individual researcher, John shares practical tips that can help you start improving the outcomes of your comms and engagement today.