IMPRS workshop 'Media & public relations for science - how research gets into the spotlight'

Category: Transferable skills
Credit points: 0.2


1.  Important information

Place: Max Planck Institute for Chemical Ecology, Jena
Time: 16 May 2017 [9.00 – 17.00]
Target group: PhD candidates
Trainer: Heike Dierbach, golin wissenschaftsmanagement, Hamburg


2.  Abstract

The wide media landscape offers numerous chances to attract public attention. The placing of publications does not, however, happen by itself: Journalism has its own laws, and it is certainly a challenge to make oneself heard in the media jungle.
With the right knowledge it is often possible even with a modest budget to get into the media and to bring one’s own concerns into the public domain. Thus it is possible to attract attention to one’s own topics and to transport the respective message in a media and target group specific way.
The workshop conveys the most important methods of media and public relations work with a particular focus on the academic sector. The participants acquire technical knowledge, sharpen their sense for strategic media work and receive useful tips on how to deal with journalists. In this context the following topics are covered:

  • Basics of media & public relations: Goals and target groups
  • Me and the media: Dealing with journalists
  • The classic tools of the trade: Press releases and press conferences
  • Science goes public: How much media competence does a scientist need?
  • Target oriented communication: Media & public relations for my project
  • The impact on the outside: Media & public relations in practice
  • Media & public relations: My next steps

Heike Dierbach, Berlin and Hamburg, has a degree in psychology and now works as a freelance science journalist. She gained journalistic experience as an apprentice with "taz" and went on to become its managing editor. As the press officer of Greenpeace, she cooperated with scientists in developing public campaigns. Since 2004, she has been freelancing, contributing science articles to “Stern”, “Zeit Wissen” and the “Financial Times Germany”.


3.  Feedback

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