How do you get attention for your research? Sign up for a media training course
Would you like to share your research with the outside world, but don’t know where to start? Approaching the press yourself or posting on social media can seem overwhelming. PhD candidate Elise Filius decided to take the Academic Outreach course.
When Elise Filius did the online course Academic outreach: an introduction to sharing your research via social and conventional media, the first session started by asking a question that had been playing on her mind for some time: ‘What’s holding you back from posting on social media?’ It’s a powerful platform that can help researchers reach a wide audience. Yet, many shy away from sharing their work online with reasons ranging from fear of negative reactions to worrying that it will take up too much time. Familiar dilemmas for Elise – a PhD student at the Institute of Criminal Law & Criminology and the Europa Institute – even though she’s already posted on LinkedIn. Her PhD research is now coming to a close and the time is approaching to face the outside world with her findings.
‘I wanted to find out the best way to go about that and this course helped me on my way,’ Elise explains. She says it’s important to realise that the more often you post something, the more efficient you become. So it doesn't have to take up too much time.
Skills for all researchers
The course focuses on practical skills and developing strategies. For instance, you’ll learn how to use various media channels to share your research, the parts of your research that are most interesting to share, and which platform is best suited. Scientists, for example, may turn to LinkedIn as it offers a professional network and a target audience of other professionals.
You also learn how to formulate a clear message. It’s essential to have a core message that makes an impact and is to the point, and that you can use for both social and conventional media. During the course, you practise what you’ve learnt straight away by doing certain exercises.
It’s also important to be aware of the target group you want to reach with your message. Elise: ‘Are you mainly aiming at academic circles or do you want to go beyond that? Because if that’s your main target audience, then LinkedIn might be less suitable. In that case, some other platform might be more effective.’
Other platforms include Bluesky, Facebook or Instagram. They can help you reach a broader, more general public. X, formerly Twitter, is another possibility, although this platform is currently more controversial. You might also consider recording a vlog or podcast.
Social safety
Elise conducts research in two areas: criminal law and asylum law. Due to the political and social sensitivity of these areas of law, posts on social media in particular can easily spark lots of responses – nice and not so nice. That was one reason for her to take the course as it also addressed the topic of social safety. One way to deal with this, the course showed, is to highlight the positive side of your message. As a scientist, you also have the advantage of having research to back you up. You can refer to that when you have to deal with difficult questions or reactions. If you receive harsh comments, it can help if you have your message ready and know how you want to position yourself. If you opt for an activist style, you can also expect that to resonate in the responses. It’s good to know that the communications team can offer support if negative reactions get out of hand.
Practical and feasible
The course is composed of two separate sessions and you can also have a one-on-one meeting with the trainers. 'So, it’s not a huge amount of time’, Elise points out. 'But it does give you valuable insights. I now feel more self-confident and better prepared for both social and conventional media.'
Turning fear into action
The course instructors also had participants consider the differences between social and conventional media and how to adapt their message and strategy accordingly. Many researchers fear that the press is out for something sensational that sells and that their message will be taken out of context. Elise: ‘The course helped me deal with these fears by helping me shape my strategy and know the best approach to take.’
Elise advises other PhD students to take the course, especially those who have little experience in sharing their research. 'It helps raise awareness of your work and overcome barriers, offering practical tips. By the end of the course, your confidence will have grown. So I’d say: go for it!'