Selling science to society

To achieve advances in the pharmaceutical industry rapidly in a public climate of good will, effective communication is imperative between the laboratory scientist and lay person, between the scientist and business person, and between the business and its various consistencies. One of public relations´ functions is to plan and execute a program of action to earn public understanding and acceptance. The job of a corporate public relations director involves, in part, informing the public about products, ideas, and services and bringing together the scientist, business manager, and lay public to enhance communication, understanding, and cooperation among these diverse individual groups. In addition to portraying the pharmaceuticals and drug-delivery technologies of a company´s research and development, public relations is assuming a more active role in explaining, photographing, and illustrating arcane science and developing strategies to win public understanding and support