This article examines the factors that encourage or discourage scientists to communicate their work through the media. A survey of Australian scientists found that they believed that media coverage of their work had significant benefits but that their research organizations offered them little support and often greeted their efforts with indifference. Anecdotal evidence suggests that the position is not very different in other countries. This study discusses a number of implications for managers of publicly funded research institutions and indicates changes they may consider to both the practices and the culture of their organizations.