The reluctance of scientists to engage with the media is a well-tested theory, with a wealth of supporting evidence. Dealing with journalists can be daunting, given the risks of having a story oversimplified, misinterpreted or simply misunderstood. No matter how confident you are in your authoritative knowledge of a subject, one unpredictable question can derail a whole interview.
Using real-life examples of how scientists have successfully got their messages across to the media, this revealing evening seminar can transform your relationship with the press. As well as practical techniques for effective communication (and what to do when things go wrong), you'll learn about the values and trends that shape the media's news agenda. By better understanding what journalists want to know about, and why, you'll discover more productive ways to pitch stories to them, and how to write press releases which address the needs of a journalist while helping you retain control of your message.
This large-scale seminar explains the basics of dealing with the media, providing an understanding of how journalists approach scientific and academic subjects, and how to package information to suit the media’s needs without compromising the science. Topics covered include:
James Randerson is the Guardian's assistant national news editor. He has previously worked as the paper's science correspondent and as deputy news editor for New Scientist magazine. He has lectured on journalism to students at universities including City, Cardiff and Bath. He also has experience of training academics in how the media works. He directed sessions at the Sixth World Conference of Science Journalists in 2009 in London and at the UK Conference of Science Journalists last year.
Welcome to Guardian masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.
Masterclasses offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.
Harnessing the expertise and specialisms within the organisation, our courses are led by first class and award winning guardian professionals whilst also drawing on the skills and expertise of other leading figures at the forefront of the creative and digital industries.
The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.
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