In a world that evolves relentlessly under the pressure of research and technology, more and more people find it essential to engage with science communication—and to navigate a sea of information that is not always accurate or reliable. This session explores how producing quality scientific content requires more than expertise: science communicators benefit from theoretical tools that help them analyze contexts, messages, audiences and the many actors involved in the communication process. The rich and multifaceted experience of Fondazione AIRC will serve as an example, showing how a single word like “communication” actually encompasses a wide spectrum of content, objectives, languages and audiences.