How to sell science
He argues that academic scientists must stop trying to sell their achievements to the public, and instead market them by considering public needs right at the beginning of their endeavours.
Scientists, he says, should be less concerned with the 'public understanding of science' and more with scientists' understanding of the public.
Reference: Nature 417, 787 (2002)
Link to Jelitto's letter in Nature
Better communication is in everyone's interests, 16 May 2002