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As several recent National Academies of Sciences reports have highlighted, greater science communication research is needed on 1) communicating chemistry, and 2) building research-practice partnerships to advance communication across science issues. Here we report our insights in both areas, gathered from a multi-year collaboration to advance our understanding of how to communicate about chemistry with the public. Researchers and practitioners from science museums across the U.S. partnered with academic social scientists in science communication to develop and conduct multi-strand data collections on chemistry communication and informal education. Our focus was on increasing interest in, the perceived relevance of, and self-efficacy concerning chemistry through hands-on activities and connecting chemistry to broader themes concerning everyday life and societal impacts. We outline challenges and benefits of the project that future collaborations can gain from and illustrate how our strands of work complemented each other to create a more complete picture of public perceptions of chemistry.