Selling Science to the Public

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Science  07 Jul 2000:
Vol. 289, Issue 5476, pp. 59
DOI: 10.1126/science.289.5476.59

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In this essay, Highfield reflects on his personal experiences as science journalist and editor at the British broadsheet the Daily Telegraph. Highfield believes that scientists can learn from journalists' dialogue approach to science communication. Highfield believes that readers are "ignorant but smart," and are sufficiently sceptical not to believe all the hype that they read. What is most important is that a dialogue is created. For example, large-scale experiments performed by the Daily Telegraph together with the BBC allow the public to get a glimpse of the scientific method that is often ignored.