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When the 10th international conference on Public Communication of Science and Technology (PCST2014) opened last week in Salvador, we were reminded that the field began in earnest 25 years ago with an erstwhile paper from UNESCO. Since then, the community of practitioners and academics have called themselves different things and been subject to a shifting lexicon of buzzwords around having society appreciate science. To understand the state of the field today, I have pulled out four topics which surfaced repeatedly over the meeting’s three days. Identifying challenges in this way can be particularly revealing, by providing a point of focus for future discussions and a helpful summary for interested observers. Read more