Shortcomings in current science outreach contribute to a disconnection between science and society; prompting new requirements in thinking about what science outreach is and how it is planned and implemented. It is proposed here that central to successful outreach should be focus on identifying and communicating value in, and the relevance of, science; rather than necessarily attempting to inspire interest in, or understanding of science. This, coupled to world coordinated identification of key science outreach directives, messages and plans point to more effective science outreach relevant to the global community.