I think the advantage to an organization like ours is to really look at where people are focused at this moment. If that story is occurring, if those visuals are in front of the public right now, our intention is to slip the science in there and say, “Okay, everybody's looking at this issue. Now lets talk about it. Lets talk about it from all sorts of different angles, and take advantage of that wish to know at that moment.”
On March 3rd, 2011. See this statement in context.