Incluye índice CONTENIDO: Learning a new communications paradigm. Understand your audiences -- Plan your research communication strategy -- Effectively reaching your peers. Give compelling talks -- Develop informative visuals -- Create effective poster presentations -- Write clear research explanations -- Build a quality web site -- Engaging lay audiences. Forge your research communications strategy -- The essential news release -- Craft releases that tell your research story -- Target releases to key audiences -- Produce effective research photography -- Produce informative research videos -- Organize dynamic multimedia presentations -- Create E-Newsletters, wikis, blogs, podcasts, social networks, and webinars -- Write popular articles, op-eds, and essays -- Author popular books -- Become a public educator -- Persuade administrators, donors, and legislators -- Explaining your research through the media. Parse publicity's pros and cons -- Understand journalists -- Meet journalists' needs -- Prepare for media interviews -- Make the interview work for you -- Protect yourself from communication traps -- Manage media relations at scientific meetings -- Should you be a public scientist?.