The Science Media Centre of Canada is an independent, not-for-profit organization that exists to raise the level of public discourse on science in Canada by helping journalists access the experts and evidence-based research they need to cover science in the news. The SMCC is supported by over 100 Charter Members and ongoing support from our patron organizations. The Goal: Increased public engagement with science issues through media coverage of science that is more informed, more accurate and more incisive. Scientists, journalists, policy makers and the public will benefit. The Users: The SMCC will give priority to helping journalists who don’t have the luxury of specializing in covering science - the usually overworked and too often under appreciated General Assignment reporters. Yet the Centre also intends to provide a range of services that will prove useful to feature writers, editors, producers and even journalists specializing in science. The Approach: Science media centres already exist in Britain, Australia and New Zealand; others are being formed in Japan and Denmark. The SMCC plans to co-operate energetically with them but will be indisputably Canadian providing services in French and English, responding to regional concerns and taking a pan-Canadian approach to identifying the best sources of expertise.