Comment: Hitchin' a ride on the wheels of PR

How can the gaping hole in the general public's knowledge of all things optical be plugged?

The disconnect between what is really important and what is deemed important by the mainstream media is a constant frustration. But it is increasingly obvious to see that lack of funding, will and skilful PR are to blame in failing to get generic optical messages across.

As a member of the media I understand why newspapers and magazines choose flimsy celebrity nonsense over serious medical issues, but that is why PRs were invented.

This week's coverage (see news) of the research into over-sized sunglasses and driving was a great example of what sells newspapers and how to package a message.