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The negative public image of chemistry, science and industry is of major concern to many chemists, a concern reflected by the UN’s proclamation of 2011 as the “International Year of Chemistry.” Attitudes among chemists in their relationships with the public can be described using two models. The first revolves around the idea of acceptability, aiming for better public education and demonstrating the benefits of chemistry in people’s daily lives. The second model, which might be called “dialogical,” considers that relationships between chemistry and society are a fundamental issue that goes well beyond the question of image. As with other sciences, this model considers that the necessary change in the image of chemistry requires a change in research and industrial practice. This article offers a comparative analysis of the two models that rests on three key concepts: communication, the public and the terrain for communication.