Where and how do reporters, editors, producers, and editorial boards come into contact with biotechnology-related societal issues? How can we better identify and communicate with the “gatekeepers”? With journalism undergoing rapid transition, new tools such as blogs, social networks, online journals, and other online media outlets all play a significant role in shaping media dialogues. How might we capitalize on these new media opportunities to amplify a social justice perspective? How can we simultaneously make our messages more concise and “media-friendly” and capture the complexity and nuance so often lost in polarized debates around biotechnology issues? The session pulled together Tarrytown Meeting participants with a wide range of expertise in the media, ranging from blogs and publications to frequent media appearances to extensive public scholarship.