'This is one of the most useful books I have read in years. It is jam-packed with useful tips and insights. The importance of communication in science has increased dramatically in recent years - both for communicating with our scientific peers, and for engaging with the public. This is an extremely readable book, which is hugely informative and a thoroughly engaging read. It is full of practical wisdom, with the key-points fixed in the mind by numerous memorable quotes and entertaining examples. My only regret is that I was not able to read this book thirty years ago!' Sir Martin Taylor, Merton College, Oxford, UK 'John Clare's book is a must read for all doctors and scientists involved in presenting results of medical research. Any Pharmaceutical PR consultant who does not know it intimately should be sacked. It is full of invaluable advice rules and examples for presentation to every type of audience. Here are just two, 9X1=0 3X3=1 and use the Judas trap to defend your data. If you are not familiar with these buy the book.' Dr David White, Professor of Pathology and Surgery, Schulich School of Medicine, University of Western Ontario 'A super prescription for great communications. Simple, practical and easy to implement for immediate success.' pharma industry comms professional 'In this very readable book by media expert John Clare, effective communication techniques are presented and contextualized in a comprehensive and well-structured fashion. John articulates the challenges of communicating science in the 21st century in the opening part of the book. His second chapter on the seven challenges of communicating science is particularly useful; the preparations for the talk, the illustrations, and the delivery that follow are also very valuable. In later chapters, John further contextualizes medicine, science and communication. Given John's strong background in television, the interview techniques he outlines are especially insightful, with his concluding