Science PR

Abstract

In the competition for reputation and resources, public relations (PR) has become increasingly important for scientific institutions. This article examines the legitimation function of science PR for universities and research institutions in Germany against the background of a controversial case of science PR. It illuminates the underlying reasons for the conflictual nature of science PR, proposes potential guidelines for its conduct, and delineates the boundaries to science journalism. Finally, it argues for placing trusting relationships at the heart of science PR.