Image and public recognition are benefits of good media relations. However, hard data from media monitoring show that journalists have their own logic to evaluate attractiveness of news proposed by science centres. Media love events – even those which are rather far from the core program of the institution. Should our media strategies be influenced by the fact that a science centre’s anniversary celebration usually draws more media attention than a lecture from a Nobel prize winner? When do media events make sense? Should the image created by media influence a centre’s mission? If so – how do we evaluate the value of media coverage? These questions and other issues will be discussed within this session.