Abstract: The sharing of scientific knowledge in our times has extended beyond academic publications with high-impact factors and rank, to non-expert audiences as well. This article explores existing interpretations of “science communication” and problematises various practices, registering successful strategies for communicating science. The main contention in the article is that scientists and PR experts see science communication as a possible strategic road to building mutually beneficial relationships with the media and a wider public. The first part of the article presents an overview of literature on science and public relations. The second part analyses data obtained from a non-representative small-bore study of the websites of Bulgarian scientific institutions and a short questionnaire on successful PR strategies for science communication, touching on key aspects of how PR experts think about communication in the context of science. The article takes a normative and evaluative look at the concept and practice of science communication.