For researchers: Understanding the media


Publicising your research through the media can be a key route to generating impact as it’s one of the best ways to disseminate research outside academia to target audiences. However, many researchers are still nervous of engaging with the media and worried about the potential pitfalls. This course enables academics to understand how the media works, what journalists will want from them, and what steps they need to take to ensure their research is covered accurately and reaches the right audiences.

Course Length

Half day - 3.5 hours

Number of Delegates

A maximum of eight delegates per Campus PR trainer.

Who should attend

Anyone actively carrying out research – from PhD students onwards.

What to expect

  • Guidance on general news principles
  • Practical exercises
  • Group discussions and hand-outs
  • Advice and information to put the skills learned into practice

What you’ll learn

  • What journalists want to know and why
  • What’s involved in news production
  • How to maximise chances of your research being of interest to the media
  • The differences between opinion pieces, press releases, news articles and features
  • How to write key elements of a press release, including headline, top line and quotes
  • What a journalist needs from you for print, online and broadcast media
  • The most common pitfalls, and how to avoid them
Back to training