The chapter discusses the proper use of the press in the context of biotechnology, particularly focusing on the Industrial Biotechnology Association (IBA) meeting where various concerns and misunderstandings about the media were aired. Key points include: 1. **Bio-Exceptionalism**: Some experts and the public view biotechnology as inherently more exciting and complex compared to other technologies, a perception that is often exaggerated and can lead to unnecessary fears and misconceptions. Despite efforts to educate, certain emotional responses to biotechnology may persist. 2. **Fear of Plagues**: The fear of plagues and genetic manipulation is deeply rooted in popular imagination and can be a significant barrier to public acceptance of recombinant DNA research, even if the technology is proven safe. 3. **Social and Ethical Concerns**: Biotechnology raises questions about the genetic modification of individuals or species, which can challenge social norms and individual identity, similar to the resistance faced by Darwin and Huxley in the 19th century. 4. **Journalistic Practices**: Writers are often driven by the need to capture readers' attention, which can lead to dramatic and sometimes inaccurate or unfair reporting. This can create superstitious fears among the public, even if the underlying issues are complex. 5. **Diverse Media Perspectives**: The media is pluralistic, with each publication and journalist having their own biases and perspectives. Effective communication with the media requires understanding these differences and managing expectations. Overall, the chapter highlights the importance of clear and accurate communication in the biotechnology sector to address common misconceptions and fears.The chapter discusses the proper use of the press in the context of biotechnology, particularly focusing on the Industrial Biotechnology Association (IBA) meeting where various concerns and misunderstandings about the media were aired. Key points include: 1. **Bio-Exceptionalism**: Some experts and the public view biotechnology as inherently more exciting and complex compared to other technologies, a perception that is often exaggerated and can lead to unnecessary fears and misconceptions. Despite efforts to educate, certain emotional responses to biotechnology may persist. 2. **Fear of Plagues**: The fear of plagues and genetic manipulation is deeply rooted in popular imagination and can be a significant barrier to public acceptance of recombinant DNA research, even if the technology is proven safe. 3. **Social and Ethical Concerns**: Biotechnology raises questions about the genetic modification of individuals or species, which can challenge social norms and individual identity, similar to the resistance faced by Darwin and Huxley in the 19th century. 4. **Journalistic Practices**: Writers are often driven by the need to capture readers' attention, which can lead to dramatic and sometimes inaccurate or unfair reporting. This can create superstitious fears among the public, even if the underlying issues are complex. 5. **Diverse Media Perspectives**: The media is pluralistic, with each publication and journalist having their own biases and perspectives. Effective communication with the media requires understanding these differences and managing expectations. Overall, the chapter highlights the importance of clear and accurate communication in the biotechnology sector to address common misconceptions and fears.