The public understanding of engineering is strongly linked to just one aspect of the disciplineâthe need for mathematics and science skills.
 Specifically, the engineering community should adopt and actively promote the positioning state- ment Box 4-1 in this report, which emphasizes that engineering and engineers can make a difference in the world, rather than describing engineering in terms of required skills and personal benefits.
Based on the results of our research, we can make a strong case that effective messaging will require different messages for different target audiences see Table 3-10.