And a couple more reading suggestions, brought back to you from the AAAS 2010 in San Diego.

Am I Making Myself Clear? A Scientist's Guide to Talking to the Public by Cornelia Dean

Don't Be Such a Scientist: Talking Substance in an Age of Style by Randy Olson

The Open Laboratory: The Best Science Writing on Blogs 2007 by Reed Cartwright, Bora Zivkovic

Unscientific America: How Scientific Illiteracy Threatens our Future by Chris Mooney, Sheril Kirshenbaum

The Republican War on Science by Chris Mooney