Helping newsrooms around the world find experts for their stories has given us a unique vantage point where we see significant opportunities to help experts embrace the opportunities that media coverage presents.
Together with our institutional and corporate supporters we are committed to providing research, insights, and best practices needed to inspire and educate experts on the value of speaking to the media and the important role their research provides for society.
Perhaps the biggest challenge we need to overcome is that many experts don’t see media coverage as an important investment - many are laser focused on their research and publishing activity and don’t appreciate how media coverage helps boost their reputation, market visibility and research funding.
We aim to increase the visibility of experts by fostering an important dialog through research insight, evidence and best practices that inspire experts to seize the opportunities of speaking to the media. An informed public depends on the evidence-based perspectives of experts.
Helping newsrooms around the world find experts for their stories is a major part of our role. This work has given us a unique vantage point where we can see significant challenges remain in getting experts to embrace the opportunities that media coverage presents.
Our research with experts, and particularly within academic research reveals several major obstacles that we still need to overcome.
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The way that most people learn about what’s happening in the world is through the media. That information that they read needs to be accurate. If I can help to make that information accurate, then I am doing something positive and something good.
A lot of academics don’t see media coverage as necessary, but it’s public money so I think we should be communicating what we are doing, and getting ideas back from the public as well. I see it as part of our job, and it is actually becoming part of our grant application: you have to say what you’re going to do public engagement-wise. The grant-awarding bodies are taking it seriously now.