Media coverage of science is influenced more than ever by the work of PR and press officers, who now vastly outnumber science journalists. Yet the role of press officers has rarely been discussed at WCSJ. This session will grapple with several important questions. What makes a good science press officer? Some see their job primarily as helping journalists and are on speed dial for any reporter with a question. Others will speak to journalists only when they have a story to tell. Some will try to promote and protect the institutional brand at all costs. Should we define a set of values that science press officers should espouse?