We have compiled some of the most important takeaways here:
- Good times for scholars: Expertise is in greater demand than ever before in times of fake news and the like.
- The target audience matters: Unfortunately, what convinces fellow experts is often incomprehensible or irrelevant to the general public. Journalistic texts must be clear, relevant, and readable.
- Journalistic rules: Accuracy is just as important as comprehensibility. What is sometimes forgotten due to different market dynamics in science and the media is that publications must not only be correct, but also literally sell themselves. The media look for content with measurable value for their audience.
- Understanding the media landscape: If you are looking for contacts in the press and media, you should take a look around: Who writes where and about what? Targeted, personal contact with journalists who are likely to be interested in the topic is effective.
- Think long term: Even if you are not quoted immediately, a press contact can be a valuable investment in a relationship.
- Value transfer: Scientific transfer must receive more recognition in science—only then will time and energy be invested in it.
- Use social media: Social media is well suited for spreading topics, networking, and visibility outside of science. Sometimes you can discover completely new target groups out there.
- Pay attention to current events and timing: Topics that seemed irrelevant for a long time (e.g., digitalization, diversity, supply chains) can suddenly become highly relevant. This is your opportunity!
Would you like to explore this topic in more depth? Register for one of the media training courses offered regularly.