In fact, what many scientists may not realize is that science journalists by and large are conscientious specialists who genuinely love their chosen subject. Unlike the paparazzi who hover around celebrities waiting for the latest bit of succulent if embarrassing gossip, science journalists are more interested in expanding and defining the body of human knowledge— which presumably is the motivation that drives scientists.
Consider this: when you have an exciting and important result that you think is worth sharing with your peers, the chances are good that non-scientists will want to hear about it as well. And the most effective way to disseminate your message to the largest possible audience is through the media.
There are many ways to reach out to the media, from an informal telephone call to a semi-formal press release to a full-blown media event."All you must do to begin a productive dialogue is familiarize yourself ...
