I think the Institute of Physics deserves some kind of award for the amount of publicity they have been getting for the World Year of Physics (known as Einstein Year in the UK). It seems as though Einstein has made it into the news (papers/TV/radio) every day since 1st January. We have had BMX stunts, a theory of relativity inpired ballet and an Einstein rap ("Yo yo yo! Give it up for the main man from da IoP"). I wonder if the IoP have a press release lined up for every week until the end of the year.