This article discusses the importance for technology transfer offices of sound media and government relations strategies. It reports the results of a nationwide electronic survey in the USA and interviews with technology transfer managers on how they handle public relations issues in their offices. Strengths and weaknesses of their communication operations are highlighted, and perceived training needs are identified. Based on their research, the authors recommend: (a) more proactive public relations activities for technology transfer offices, (b) increased promotion of business partnerships, (c) effective evaluation of current activities, (d) possible best practices, (e) specific training initiatives and (f) ways to improve responses to attacks on the Bayh-Dole Act.