Speaking with the media is something almost no scientist looks forward to. Everyone has a story—a time someone was misquoted, or remarks were blown out of proportion, or they saw their names under headlines that were far from reasonable or even true. Or someone spent time carefully explaining an important and complex subject to a TV reporter and ended up with a 5-second “sound bite” on the news.

These kinds or experiences can elicit an automatic cringe reaction when the next media opportunity occurs, or a desire to tell that next reporter what he or she really deserves to hear...

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