There is little doubt that during the past few decades science communication efforts aimed at non-expert audiences have increased in quantity and intensity on a global scale. Public engagement and outreach activities have now become a routine – when not a prominent – feature for several research institutions in Europe. However, it would be difficult for both scholars and those involved in science communication to agree on the impact of these activities, on the long-term implications of the ‘science communication movement’ and on the indicators we should develop and employ in order to assess impact. The paper argues that quality is a relevant issue and challenge for contemporary science communication. Style is relevant to addressing that challenge, insofar as it relates to discussions about how to strengthen the quality of science communication, suggesting a different perspective other than the traditional normative/prescriptive framework. The notion of style also fruitfully connects the debate on science communication with a rich tradition of studies in the history and sociology of science.