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Guide to successful communications
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MEDIA RELATIONS

• Why communicate via the mass media?

Taking advantage of the opportunities offered by editorial coverage in the press, or on TV and radio, brings a number of benefits. As mentioned above, these media reach very large audiences. Moreover, the credibility of your messages is enhanced by a public perception of editors’ impartiality.

Television is a particularly powerful medium. The public regards television news especially as one of its most trusted information sources. When local/national TV reports on an event such as a new discovery or a significant research outcome, most people unquestioningly accept the presented version as hard fact.

The broadcast media offer a cost-effective way of transmitting information. It does not involve costly and time-consuming production or reprographic processes – and dissemination is increasingly achieved by rapid and inexpensive electronic means.

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Why communicate via the mass media?
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Basic principles
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Produce an effective press release
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Organise a successful press conference
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Build good relationships with journalists
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How to get on TV
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Evaluate results
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Learn more about media relations