RESEARCH COMMUNICATION. According to our own researchers, a press release often leads to far more than just “15 minutes of fame” in the media buzz. For example, new research collaborations, easier ability to get funding and speaking engagement offers. Such were the results of a survey that was submitted to all researchers and doctoral students that had collaborated in a press release from Sahlgrenska Academy, in 2015.
The survey was sent out to everyone at the University of Gothenburg that had been the contact person for a press release, during 2015. 150 responded, which indicates a response rate of 63 percent. 65 of the returned responses came from researchers at Sahlgrenska Academy, which also indicates a response rate of 63 percent of the researchers, at the faculty that had collaborated on a press release. At the same time, the figures show just how large a percent of all press releases, from the University of Gothenburg, come from Sahlgrenska Academy – nearly half.
In the questionnaire, a number of questions were asked, such as: how great the breakthrough wound up being and how they felt about the article, TV or radio spots that followed, or about open ended questions on, such things as, what contacts, beyond those from the journalists that the press release resulted in, as well as if and possibly why it is important to collaborate with the media.
86 percent of the researchers at Sahlgrenska Academy reported that the media picked up their news after the press release.
“That is a high figure, but you need to be aware that we only issue press releases on things, we know from experience, the media is interested in. At Sahlgrenska Academy, we are, for example, frugal with press releases that are more formulated as invitations, as we know that the media is seldom interested in them. What we do send out almost always concerns new and exciting research findings or theses,” says Johanna Hillgren, who is the faculty communications officer.
The question of which media have interviewed the researchers, resulted in a number of answers. During last year, Sahlgrenska Academy’s researchers appeared in everything from articles from the TT News Agency, to our major daily and evening newspapers and smaller local newspapers. They collaborated in a number of TV and radio spots and also with the industry press, such as, Dagens Medicin (Today’s Medicine) and Vårdfokus (Healthcare focus), weekly and monthly magazines such as Må Bra (Feel Good) or Tara and also in a long line of international media.
“We already knew about this particular thing, as we usually follow the breakthrough, after a press release, through our media monitoring. Many researchers think it is extra fun to find they are linked to a remote newspaper in, for example, India, Africa or South America. It is, perhaps, a bit more unexpected than having a newspaper, such as, GP or Dagens Medicin pick up the news,” says Johanna Hillgren.
That the media erroneously reports, misunderstands or angles the news too hard is a common perception, but no such things were noted in the questionnaire survey. 98 percent were satisfied with how the media recounted the news and essentially, all of our researchers responded that the media had handled the news correctly, balanced and well, despite some believing the reporting was a bit too brief.
“As a former journalist, I found it satisfying that nearly everyone felt that the media had reported the news correctly. Indeed, one possible explanation is that the media, in line with cuts caused by the media industry crisis, has increasingly published our press releases more or less as is,” says Johanna Hillgren.
“What gets published, if they do so, is clearly correct, as the press release is written together with the researcher, but at the same time, it is a sad development. We would much rather that they based their reports on the press release, but make it their own, instead. Expand the news, interview the actual researcher, highlight the context and feel free to talk to other researchers.”
Johanna Hillgren’s advice to researchers before a press release is made public, is to ask reporters who call or email about getting to read the article, before it is published.
“It is not a given right to be able to do so, but most reporters are usually quite accommodating in allowing the interviewee to, at least, read their own quotes. They too, want to avoid errors in the newspaper.
Eight out of ten were also satisfied with the coverage the press release received, that is to say, how many articles and TV or radio spots it resulted in.
The most gratifying thing about the survey, however, was that it revealed just how much more press releases led to, above and beyond the media exposure,” believes Johanna Hillgren.
60 percent of the responding researchers reported that the press release and publishing on the University’s website, caused people, other than journalists, to contact them.
“It included everything, from other doctors and researchers around the world, to research financiers, the pharmaceuticals industry and conference coordinators.
Many reported that the contacts, in turn, led to their holding lectures, writing their own articles in industry newspapers, care routines being revised as well as that many testified that it had resulted in research collaborations with other research groups, both within and outside of Sweden.
Essentially, all of those who responded felt that it was important to be seen in the media: According to the researchers’ own examples, this included such things, getting research out to the general public, affecting decision makers, providing better opportunities for acquiring research grants, increasing patient safety and creating new research collaborations.
Was there no one who felt that it was unimportant? Yes, of course. One person felt that is was only important for research results to reach other researchers, which happens when the results are published in scientific journals. But, with the added comment that, in this particular case, the press release was motivated, as there was value in ensuring that the information reached the general public.
“I have no idea which press release this involved, but in general, I would, once again, like to emphasize that we only issue a press release if we believe that it is relevant to the general public. Happily, we are brimming with exciting and interesting research at Sahlgrenska Academy, which makes my job fun and, at the same time, easier to get the news in the media,” says Johanna Hillgren.
