This session will focus on the incentives and disincentives for scientists to engage in public outreach through various media channels. Can we trust mainstream media when science is in the headlines? What responsibilities do scientists have to provide public information in the wake of a major disaster? Can scientists be media innovators, finding new ways to bring their research alive for the public? Drawing on the diverse experiences of the international Science Media Centers — a growing network of independent institutions, now based in Japan, Denmark, Canada, the United Kingdom, Australia, and New Zealand — this session will look at how and why scientists are contributing to public discussion on a wide range of issues that are relevant for our global society, including stem cell research, climate change, natural disasters, risk assessment, nuclear energy, resource shortages, public health, and emerging technologies.