Medical research results in the general media: Worthwhile and rewarding if presented well, potentially harmful if prepared poorly

There are a number of advantages to communicating research results via the general media, including: fulfilling the obligation imposed by publicly-funded research to return research results to the public; enhancing the reputation of the individual researcher and of their institution in their community; and acting as an advocate for the research areas of interest. The choice of media outlet depends on the nature and importance of the results to be communicated. Individual researchers, especially early in their career, need adequate support from appropriately trained staff in dealing with the media. However, if done correctly, dealing with the media can be a worthwhile and rewarding experience. Before contacting the press, it is important that researchers decide on their key message to be conveyed, define any area of their research they do not wish to discuss in public, and prepare answers to the most likely questions the journalist may ask. © 2011 Elsevier Ltd.