Abstract
In the academic field, science communication is of particular importance, as it can enhance the visibility and reputation of higher education institutions, contributing both to a better positioning in international rankings and to greater attractiveness for potential students. Effective institutional science communication requires a greater openness to the public, targeting communication efforts and the transfer of scientific information equally to the specialised and general public. Collaboration between researchers and the media has never been very comfortable, but the role of science journalism in disseminating information to the general public is undeniable. The poor scientific education of journalists and the lack of control over the results of interaction with journalists are some of the reasons why researchers avoid contact with the media, believing that the risk of misunderstanding, sensationalism, superficial, distorted, or biased interpretation is very high.