Can the United States continue to lead the world in innovation? The answer may hinge in part on how well the public understands engineering, a key component of the "innovation engine." A related concern is how to encourage young people--particularly girls and under-represented minorities--to consider engineering as a career option. "Changing the Conversation" provides actionable strategies and market-tested messages for presenting a richer, more positive image of engineering. This book presents and discusses in detail market research about what the public finds most appealing about engineering--as well as what turns the public off. "Changing the Conversation" is a vital tool for improving the public image of engineering and outreach efforts related to engineering. It will be used by engineers in professional and academic settings including informal learning environments (such as museums and science centers), engineering schools, national engineering societies, technology-based corporations that support education and other outreach to schools and communities, and federal and state agencies and labs that do or promote engineering, technology, and science. The following are appended: (1) Biographies of Committee Members; (2) In-Depth Interviews: Interviewer's Guide; (3) Focus Groups: Moderator's Guide--Parents; (4) Focus Groups: Moderator's Guide--Teens; (5) Youth Triads--Moderator's Guide; and (6) Online Survey. An additional appendix entitled "Complete Data Tables--Online Survey" is reproduced on the inside back cover of the CD that contains the full report, but is not included in this printed report. (Individual chapters contain references.) [This content was written by the Committee on Public Understanding of Engineering Messages. Additional support for this project was provided by the Georgia Institute of Technology.]