Wired science: use of World Wide Web and e-mail in science public relations

To gain visibility and public support, scientists must gain the attention of the mass media. Science public relations practitioners, who represent well-known research universities, private research organizations, government agencies, pharmaceutical companies, non-profit health associations, and public relations firms, help scientists accomplish that goal. The World Wide Web and e-mail have become an integral part of science public relations, according to a 2000 survey. Practitioners find that e-mail is essential in media relations. They believe the Web and e-mail together make it easier to obtain media coverage. Most (86%) practitioners in this highly specialized field believe the Web has improved their public relations work. (C) 2002 Elsevier Science Inc. All rights reserved.