Society’s demand for research-based knowledge is huge. Journalists look for scientists who can explain and comment. Also, the mass media is where most people get information about research. It is therefore important to promote the value and importance of scientists getting involved in media activities.
In order to inspire scientists and give them the necessary tools, VA, together with the research councils Formas and Forte, the Swedish Research Council and VINNOVA, organised media seminars for scientists between 2013 – 2016.
Reporters and news and science editors provide an introduction to newsworthiness and how the media works. Scientists with vast media relations experience share good advice with their colleagues and university press officers explain the support they can provide prior to meetings with the media. The aim is to increase collaboration between science and the media, promote understanding of each other’s professional roles and facilitate collaboration between scientist, journalists and university press officers.
The seminars have been inspired by the ’Introduction to the News Media” sessions that the Science Media Centre in London regularly invites scientists to.