Public Relation and Research

Public Relation and Research

Virginia Knaack

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

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

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

2. PR strategies for researchers

3. Types of media

Pro:

 effective for sensitisation Con:

 most often only 2-3 minutes

3.1 Television and radio 3.2 Daily newspapers and science magazines 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

4. Communication tools

 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

4. Communication tools

 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.”

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)

5. A short PR guide for scientists

Know your journalist.

Be especially kind to the uninformed journalist.

Get over your snobbery about local television news. Keep your sentences short.

Use examples.

5. A short PR guide for scientists

5.5 How to write a press release 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

5. A short PR guide for scientists

Headline

Information about the background, environment, company.

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

7. Websites & contact

Science Information Service (idw)

http://idw-online.de/pages/de/pressreleases210 Press releases of the University of Rostock

https://www.uni-rostock.de/en/research/young-academics/graduate-academy/doktorandennetzwerk/

Share Point of the University of Rostock

http://www.nature.com/news/specials/sciencejournalism/index.html Editorials and features about science journalism

Press and Communication Office of the University of Rostock Dr. Ulrich Vetter