Why scientists should work with the media

Working with the media is one of the tools available to help raise your profile.

Participating in media engagements is a chance to reflect work supporting the University of Minnesota’s research, education and outreach mission; enhance your reputation with peers, partners and other stakeholders; and highlight how investments in the mission benefit communities and the economy.

These are just a few of the many reasons why scientists may want to share their work with the public, but it’s important to consider your own goals and reasons for pursuing media engagement to make the most of the opportunity. 

Published in the 2022 book, Strategic Science Communication: A Guide to Setting the Right Objectives for More Effective Public Engagement, communications experts John C. Besley and Anthony Dudo surveyed scientists about how they viewed the importance of various public engagement goals. 

Overall, scientists surveyed said their most important goal of media engagement was to ensure policy makers actually use science. Other important pursuits were ensuring culture values science, increasing research impact, fulfilling one’s own duty to society, helping others make better decisions and ensuring science funding. 

These are all important goals, but how do you actually take steps to get the public engaged with your research, especially while navigating lab work, writing, working on multiple projects and teaching? 

The Public Relations team is here to help identify opportunities for you to share your research and expertise with journalists. Involving us early on means we can help you think through the questions, illuminate potential blindspots and provide counsel on your messaging and approach. Reach out to [email protected] any time to get started.