In terms of PR, scientists need to think like pop bands

Researchers plan to unveil a 47-million-year-old fossil Tuesday morning that could reportedly revolutionize the way we understand human evolution. It’s happening amid a full-scale media blitz, coordinated by scientists and the History Channel, to brand and bring attention to the find. “Any pop band is doing the same thing,” Jorn H. Hurum, a University of Oslo scientist who acquired the fossil and assembled the team of scientists that studied it, told the New York Times . “Any athl…

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