Public Relation and Research
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1 Public Relation and Research Referentin für Exzellenzprojekte Virginia Knaack Summary of a DMA MV (Drittmittelagentur Mecklenburg-Vorpommern) workshop 1
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3 Structure 1. Why is PR important for researchers? 2. PR strategies for researcher 3. Types of media 4. Communication tools 5. A short PR guide for scientists 6. Snares (Fallstricke) prevention of negative PR 7. Websites & contact 3
4 1. Why is PR important for researchers? 58 % of the German population mistrust researchers in terms of social controversial questions such as nuclear energy, gene technology and biotechnology because of the dependence on industry. credibility problem Objectives: image of the research project for public and funding bodies dissemination of research results advertising for institute, university own career perspective balancing act between serious scientific research and public presentation 4
5 2. PR strategies for researchers General: engage the public s interest dialogue with people who are responsible for the project communicate with participants make your project known preparation Finance: calculate enough for public relation (e.g. in third-party funded research projects) PR staff You are always one of many! 5
6 3. Types of media 3.1 Television and radio 3.2 Daily newspapers and science magazines Pro: effective for sensitisation Con: most often only 2-3 minutes Pro: high media presence Con: depends on (public) latest interests 3.3 Internet and new social media Pro: increasing media presence Cons: have to be always up to date consider target group 6
7 4. Communication tools 4.1 Outdoor arrange discussions with the media at different places e.g. meetings outside the university 4.2 Fair expensive, needs a lot of preparation useful for large projects with a popular topic (e.g. climate change) 4.3 Project of the month useful for projects with different work groups and work packages associated with a homepage and public media e.g.: 7
8 4. Communication tools 4.4 Online discourse online discussion board professional moderators invite students and experts kick-off meeting to announce the topic e.g. meet the journalists in a bar Share Point of the University of Rostock sensitisation of scientific topics Let s see if we could put a spin on it and get the public interested. 8
9 5. A short PR guide for scientists 5.1 The proper time to reach the broadest audience seasonal events take nationwide events into regional account silly season ( Sommerloch ) follow trends, special events (e.g. EXPO) 5.2 Types of journalists a. community journalist (Lokaljournalist) b. specialised (science) journalist (Fachjournalist) c. yellow journalist (Boulevardjournalist) 9
10 5. A short PR guide for scientists 5.3 Dealing with science journalists Know your journalist. Be especially kind to the uninformed journalist. Get over your snobbery about local television news. Keep your sentences short. Use examples. Look for teaching moments. Don't get discouraged. 10
11 5. A short PR guide for scientists 5.4 Ways to publish contact a local reporter interview communication office of the university Science Information Service (idw) 5.5 How to write a press release topicality = news + public relevance 11
12 5. A short PR guide for scientists 5.5 How to write a press release Headline Subheading Body copy: What? When? Why? Where? Who? How? Paragraph Information about the background, environment, company. Contact information. 12
13 6. Snares (Fallstricke) prevention of negative PR scientific topics, e.g. climate change, gene technology the political public also read along resentment to science don't get discouraged try it again self-confidence stay true to your research work 13
14 7. Websites & contact Science Information Service (idw) Press releases of the University of Rostock Share Point of the University of Rostock Editorials and features about science journalism Press and Communication Office of the University of Rostock Dr. Ulrich Vetter University of Rostock Ulmenstraße 69, Building 3, Rostock 14
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