Like it or not, to effectively reach journalists and public decision-makers, scientists need to express their work in everyday language that key audiences can understand.

In this frank, practical and entertaining guide, you'll learn how to engage your audience, ace your interview, promote your paper and enter the political fray. You'll gain the inside scoop from journalists, policy makers, new media experts and many of Baron's scientist protégés who have gone on to become well-known spokespeople for science-related issues and leaders.