In the context of new media science communication，scientists，while holding positions of authority and being key contributors to high-quality popular science content，also face challenges in both creation and dissemination. This paper uses the case of Dr. Wang Liming，a scientist in the life sciences，to explore strategies for scientists' participation in popular science communication within new media environments. It examines how scientists can balance their professional roles with their responsibilities as science communicators，and how they can effectively select topics and develop communication strategies. The study suggests that scientists collaborate with professional science communicators，while recognizing their social responsibility in public communication. When creating content，scientists should align their topics with contemporary societal needs and anxieties，use a conversational tone，and emphasize the historical development of science. In communication，Dr. Wang’s use of personal science communication branding demonstrates how to construct an effective communication matrix，transition popular science content between books and online knowledge platforms，leverage key events to enhance brand influence，and prioritize audience feedback and interaction. The paper concludes that in the new media era，scientists need to update their science communication concepts，explore suitable creation and dissemination models，and strengthen their skills in producing and sharing popular science content.