Conveying cutting-edge discoveries to nonscientists: Effective communication with media

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.