Public awareness of snow and avalanche science and hence a research-friendly society is and will become more and more important in an increasingly competitive market for research funds. Therefore, the Swiss Federal Institute for Snow and Avalanche Research SLF places great emphasis on Public Relations (PR). We present our research areas in an easy-to-understand manner that is attractive to as many non-professional groups as possible. This paper presents the activities and instruments we use, their costs, benefits, and further aspects. Finally, we work out the characteristics of successful PR in snow science and related subjects.