How can academics get their research covered by the media? Explain it to your Mom!

Abstract:

One of the most pertinent missions of a University is to communicate and share knowledge with members of the public in a way that is relevant and adds value to the lives of ordinary people.

In doing so, a university also builds its reputation as an institution that people can trust and should support.

This is ultimately what Knowledge Exchange (KE) is about, and one of the most effective means for that exchange is through the media.

While most academics can speak about their research with their peers confidently and passionately, they often find speaking to the media challenging and risky. 

Why do journalists always get the facts wrong? And why is it that some trivial inventions are widely reported, but ground-breaking research gets no attention?

Actually, the media aren’t monsters or morons … they are more like your mom!

In this session, I will discuss:

1. Why should University faculty bother with the media?
2. 10 tips that will make you “shine” in front of the media
3. Real life examples of what works (and what doesn’t)
4. How does HKU’s KE-related media coverage, by discipline, compare with its peers? (please note that I will review some preliminary finding of a pilot media impact research)