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Education and outreach programs seek to improve science education and the public's understanding of science. Although many scientists are doing much good work through these programs, others are uneasy with them, believing that they are unseemly and peripheral to ‘real’ science.

I suggest taking a broader view and adding ‘marketing’ to ‘education and outreach.’ Education is business as usual for university scientists. Scientists think they know what to do, do it well at the college level, and can help at secondary and primary grade levels. Outreach sounds like public service—no harm, but not crucial. In contrast, many organizations consider marketing as a vital function and seek to do it better.