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Something to remember: the purpose of science is to generate knowledge, not to generate PR. You are supposed to pick your research projects based on whether they can answer certain open scientific questions -- not based on how much PR impact they have the potential to generate.
Many knowledge-generating projects can generate good PR, and even a project that's geared toward PR might sometimes generate new knowledge. But it's generally a bad sign when your criterion of choice is PR.
Unfortunately good PR = more funding, so the incentives are very much in favor of PR. This is why every chemistry research project ever has an application to curing cancer
But business tho.
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