The search for journalistic content from a public research institution or a company that "does" scientific research, in order to enhance it, is a delicate and difficult task, but a fundamental one if you want to be accepted and find space in the media (traditional or not) targeted at a large audience of non-specialists. First of all, it is necessary to carry out a thorough examination of possible topics, talk at length with researchers, and "force" them to be clear and to ditch the usual language of scientific journals and congresses. It is then necessary to do a real translation of what they are saying, as if they were speaking a foreign language. All this requires time, patience and determination, but also a solid scientific background – for those involved in communication – and, at the same time, tried and tested journalistic experience. This is the only way to create the strong core of news that will form the basis for all-round communication.