THE Geological Society is considering investing heavily in public relations to nurture public and political support for earth sciences.
Writing in the latest issue of the Geological Society magazine Geoscientist, information officer Ted Nield writes: 'The society has a duty to provide education about geology. It helps the public appreciate our dependency upon the planet.
'Geology must influence political decisions to help ensure the continued employment of the greatest number of professional geologists, who are our members.'
Nield warns that public relations cannot be a mere bolt-on accessory. 'Now more than ever, the Society's ambitions require help from professional fields that are beyond the competence of the Fellowship itself.
'You would not expect an oil company to run its exploration on the advice of its catering department. The society must adapt to working with other professionals.'
Under Nield's vision, 'the new Geological Society will be transparently run by professional managers and technical specialists, under the policy of democratically elected, working geoscientists.'
To the doubters he comments: 'The process has begun - but has a long way still to go. One thing is already sure: there's no going back. Virginity is not a recoverable condition.'