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"This book is essential medicine for the pandemic of scientific illiteracy. The architects of the explosive growth of science-based technology must communicate as never before and there is now a lucid guide." --Leon Lederman, 1988 Nobel Prize in Physics "This is an invaluable guide for scientists seeking to learn how to better communicate with--and through--the media. The book gives the kind of insight into new operations that will allow researchers to better understand the process of and to feel more comfortable talking with reporters. And the timing is just right--now more than ever we need...