1. The document provides advice for researchers on how to work effectively with their institution's public information officers (PIOs). 2. PIOs can help researchers by pitching their stories to media outlets, which can lead to funding opportunities, awards nominations, and research partnerships for the researchers. 3. PIOs may provide media training, help craft key messages and communication strategies, and measure the impact of research stories. However, researchers often come to PIOs too late or only want publicity for minor achievements.