Machine generated contents note: Authors' biographies; Foreword Sir Walter Bodmer; Introduction: public engagement in an evolving science policy landscape Richard A. L. Jones; Part I. What it Helps to Know Beforehand: 1. Deficits and dialogues: science communication and the public understanding of science in the UK Simon J. Lock; 2. Explaining the world: communicating science through the ages James Hannam; 3. Science, truth, and ethics Richard Jennings; 4. The public's view of science George Gaskell, Sally Stares and Nicole Kronberger; 5. The common language of research Tracey Brown; 6. Not 100% sure? The 'public' understanding of risk John Adams; 7. The ethos of science vs. ethics of science communication Alfred Nordmann; Part II. Policy Makers, the Media and Public Interest Organisations: 8. Research and public communication in EU policy and practice Michel Claessens; 9. Tackling the Climate Communication Challenge Andrew C. Revkin; 10. Dealings with the media Stephen White; 11. Dealings with the U.S. media Chris Mooney; 12. Relations with public interest organisations: consumers Sue Davies MBE; 13. Relations with public interest organisations: patients and families Alastair Kent; 14. Relations with environmental organisations: a very personal story Piet Schenkelaars; Part III. What You Can Do and How To Do It: 15. Building relations with the various groups David J. Bennett; 16. Finding the right words: how to shine in radio and television interviews Peter Evans; 17. Nanotechnology and the media

front page or no story? Richard Hayhurst; 18. The power of the podcast: the Naked Scientists' story Chris Smith; 19. The social web in science communication Hayley Birch; 20. Dealing with dilemmas and societal expectations: a company's response Lise Kingo and Susanne Stormer; 21. Science festivals Nicola Buckley and Sue Hordijenko; 22. Things to see and do: how scientific images work Rikke Schmidt Kj'rgaard; 23. The triple helix: the undergraduate student-run face of science communication James Shepherd; 24. Public understanding of research: the Open Research Laboratory at the Deutsches Museum Paul Hix and Wolfgang M. Heckl; 25. 'Imagine': a communication project putting life sciences in the spotlight Patricia Osseweijer and Tanja Klop; Part IV. And Finally, Evaluating and Embedding Science Communication: 26. Evaluating success: how to find out what worked (and what didn't) Laura Grant; 27. Effectively embedding corporate science communication in academia: a second paradigm shift? Maarten C. A. van der Sanden and Patricia Osseweijer; Index.