In an editorial in the latest issue of BIOSCIENCE magazine, editor Timothy M. Beardsley discusses the importance of framing when it comes to communication strategy, and highlights some of the points I raised in a recent presentation at the annual meetings of the American Institute of Biological Sciences (AIBS.) The discussions at the meeting and the editorial are another sign that organizations within the scientific community are getting serious about complementary forms of public engagement that go beyond the traditional focus on popular science and science literacy.