The image of the world now is determined by science more than ever before. The first decade of the thirld millenium was characterized by constant and substantial changes that transfigured the worldmap of science, a new scientific era has started. The Mission Statement of the Hungarian Academy of Sciences defines the role of Public Relations: high-quality representation and publicity of science in Hungary and abroad. MTA SZTAKI’s communication policy is basicly aimed at clarifying the difference between real science and systematized knowledge presented by the media. The Institute - standing on the traditional norm- and rule-systems - focuses on modern information: guarding over the clarity and trustworthiness of the society’s knowledge transfer.