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Media skills for scientists (Archived)

Welcome to the course

Welcome to the course

The clash between researchers and journalists

Section objectives and warm-up
Video: The world of journalism (4:24)
Summary: Features of journalism
Activity: Science versus journalism
Activity and feedback: The conflict between science and journalism
Summary: Tensions between science and journalism
Section roundup: Key points

How science journalism works

Section objectives and warm-up
Video: Thinking like a journalist (4:13)
Summary: The ‘ingredients’ of news
Activity: Detecting news values
Answers: What news values did you find?
Activity: Why does a story matter now?
Summary: What do audiences ask themselves?
Activity: Find the Five Ws and H
Answers: How do your answer compare?
Activity: Turn abstracts into headlines
Answers: What headlines did you come up with?
Activity and feedback: Find the news in your research
Section roundup: Key points

Dealing with media requests: Part 1

Section objectives and warm-up
Video: Tips on producing a media statement (3:23)
Summary: Preparing to face the media
Activity and feedback: How press releases can misrepresent research
Activity: Working with a press office
Summary: What to expect from a press office
Video: How to handle media requests (3:08)
Summary: Dealing with media requests
Section roundup: Key points

Dealing with media requests: Part 2

Section objectives and warm-up
Video: Phone calls versus emails (1:46)
Activity and feedback: Some advantages of email
Summary: Choosing the best communication method
Video: The rules of engagement with journalists (3:22)
Summary: The rules of journalism
Section roundup: Key points

Test your understanding: Quiz 1

What have you learned so far?

How to communicate your research

Section objectives and warm-up
Video: How to simplify your message (3:56)
Activity and feedback: Considering 'big ideas' in research
Activity: What makes science communication effective?
Check: What features did you identify?
Activity: Using simpler words
Activity: Replacing jargon for your research
Activity and feedback: Making research less abstract
Check: What did you think of Elspeth Kenny’s talk?
Activity: Explain your research
Section roundup: Key points

Public speaking and television interviews

Section objectives and warm-up
Video: Staying in control during interviews (4:04)
Summary: Tips for before and during interviews
Activity: Analysing public speaking
Activity: Assessing your public speaking
Video: How to improve your public speaking (3:46)
Summary: Speaking habits
Activity and feedback: How to deal with difficult questions
Activity: How do press conferences work?
Summary: Features of press conferences
Summary: What to consider for a TV interview
Section roundup: Key points

Complaints and libel

Section objectives and warm-up
Activity: When can you complain?
Activity: The complaints process in your country
Libel law
Activity and feedback: Investigating libel
Section roundup: Key points

Dealing with controversy and confusion

Section objectives and warm-up
Activity: Identify perceived risk in your research
Activity: Addressing fears about science
Summary: What’s the best way to communicate risk?
Activity and feedback: When not to communicate with journalists
Summary: When to turn down a journalist
Section roundup: Key points

How to work with journalists

Section objectives and warm-up
Video: How to build relationships with journalists (3:02)
Summary: Forging links with journalists
Activity: How to approach the media
Activity and feedback: Pitching research to journalists
Summary: Tips for pitching research
Section roundup: Key points

Test your understanding: Quiz 2

What did you learn in the second half of the course?

Crossing the finish line

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