"In this book, Richard Hayes and Daniel Grossman draw on their expertise in public relations and journalism to empower researchers in a variety of fields to spread their message on their own terms. The authors provide tips on how to translate abstract concepts into concrete metaphors, craft soundbites, and prepare for interviews. For those looking for a higher profile, the authors explain how to become a reporter's trusted source - the first card in the Rolodex - on controversial issues." "A must-read for all scientists, this book shows how it is possible for the discoveries that hibernate in lecture halls and academic journals to reach a broader audience in a way that is accurate and effective."--BOOK JACKET.