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Abstract This paper examines the conflict between scientists' usual conception of the media and the reality of working successfully with them when transmitting research findings. It suggests that if scientists rid themselves of some common misconceptions, they can begin to engage more effectively with the news media. By always bearing in mind two crucial facts (that the news media are not going to change the way they work to please scientists, and that they should be approached as a branch of the entertainment industry) all subsequent decisions and behaviours on the part of scientists and their companies or institutions will be more likely to be blessed with success. It concludes by reporting some case histories, as worked examples of how scientific institutions can promote themselves through their research by harnessing the potent power of enlightened self-interest.
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