The benefits of using information and news media for disseminating cutting-edge scientific discoveries to the public are well known. Taxpayers and lawmakers need to be informed about the implications of public investments, young students’ interest can be molded toward science- and technology-based careers, and public awareness of important issues can be raised by effectively using media. However, communication with news media is different from the means commonly used by scientists—journal publications and conference presentations. This article is intended to provide information on three basic aspects of media interactions—why, what, and how to communicate. The increasing importance of this mode of dissemination in this information age cannot be ignored; rather, it can be effectively utilized for educating a wider population base.
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