Working with the Media

Working with the Media

The media provides a crucial avenue to engage audiences, making people aware of the local, national and international issues that affect them.  For many people, their knowledge is derived almost entirely from what they see or hear in the popular media.  The media's role in passing on knowledge and information, shaping public opinion and being catalysts for policy change cannot be underestimated. The toolkits included here will help to further understanding of the way the media works, helping you develop closer, more effective relationships with journalists and thus ensuring greater control over the accuracy of the information that is put out into the public domain.

Many providers run media training courses, which are listed here.

The NCCPE partnered the Open University and the BBC to run an event - Engaging Citizens: Research, Media and the Public - to explore the role of broadcast in engaging publics with research.  We are keen to hear from anyone with experiences to share of projects that use the media for this purpose.  Find out more here.

Communications Toolkit: Media Relations

The ESRC's Communications Toolkit (2009) is an online resource to help researchers produce effective communications about their work.  The Media Relations section covers all aspects of reactive and proactive media relations from handling a press enquiry to placing features and undertaking a media relations campaign.  It includes practical tips on building relationships with journalists - including the national, regional and specialist press and the broadcast media.  Details of ESRC media training courses are also provided.  There's also a downloadable handy pocket guide to help you know what to do when a journalist calls.

BBSRC Guide to the Media

Produced for the BBSRC (2006), this clearly written guide will benefit anyone wishing to work more effectively with the media.  You are introduced to the "Five Ws" model of writing a news article and preparing a media interview.  There is advice on getting the most out of your Press Office, writing news stories and giving interviews, with tips on how to make your story personal, real and easy to understand.  Examples of stories and a Dos and Don'ts Checklist help to illustrate the key ingredients of a good news story. 

Guidelines for scientists on communicating with the media

These guidelines have been developed as part of the EU-funded MESSENGER project after extensive consultation with key stakeholders and actors across the European Community (2006) with the aim of promoting effective engagement and dialogue on science and research.

Guidelines on science and health communication

Prepared by the Social Issues Research Centre in partnership with the Royal Society and the Royal Institution of Great Britain (2001) this revised document provides detailed checklists for both science and health professionals and journalists involved with the communication of scientific information in the media.  The guidelines aim to promote accurate, clear and sensitive reporting of scientific information and reduce misrepresentation and distortion.

The British Council website has links to sites and organisations specialising in Science Journalism.