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Stories about unpleasant experiences when collaborating with journalists circulate among many scientists. Some of them regard journalists as potential enemies against whom they have to be prepared. But is the idea that a journalist must be either friend or foe appropriate at all? This article briefly examines the changing relationship between astronomers, science journalists and the general public over the last few decades. It then gives a view from inside science journalism and finally suggests some ideas on how to establish a better relationship between scientists and journalists. [ABSTRACT FROM AUTHOR]

Over the past few decades the mass media have increasingly shaped public awareness. For many people, television, the radio, or the press are the only sources for archaeological topics and it is essential, therefore, to be able to collaborate with the world of journalism. It is not only sensational news stories that have an opportunity of being covered by the media, but also serious issues - provided that they are well told. Communicating scientific results to an audience outside one's own specialist subject is, however, not only a question of good will, but also of skill. This article focuses on how to get the attention of the mass media, how to exert influence on the quality of a newspaper article, radio or film, and how to communicate what is really important. It provides an overview of public and media relations and tries to give some helpful suggestions. [ABSTRACT FROM AUTHOR]

The author conveys her concerns on accessibility of information as a significant factor when cooperating with the mass media. Topics covered include the reason why the European media often favour results and institutions from the U.S., the author's role as an online editor and author for the German public broadcaster Südwestrundfunk, and the position of major institutions to serve the media's needs.