Workshop W28

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Media Training.

Julia Lampam.
John Wiley & Sons, Ltd.
Simon Warne.
Red Door Communications.
Paul Wilson.
Centre for Reviews and Dissemination, University of York, York, UK.

jlampam doesnotexist@cochrane.org wiley.co.uk

Objective: The purpose of this workshop is to provide Cochrane colleagues with an overview of how the media works and the skills needed to get the media to work to their advantage.

The workshop will outline:

Why the media is used to disseminate research;
What kind of research the media is interested in;
Which media is best suited for your research;
How to develop key messages for the press;
How to prepare and take control of interviews;
How to handle difficult questions from journalists.

Summary: Wiley has been proactively promoting The Cochrane Library to the media for the past three years with the objectives of increasing its profile as well as usage. In addition, the Centre for Reviews and Dissemination (CRD) has a proven track record of promoting their findings through the media. This approach has resulted in The Cochrane Library consistently featuring in the global professional and consumer print, broadcast and online media with a notable increase in traffic to the website. This success reflects the good relations built up with journalists by providing them with information that they value, know is professionally and concisely presented, unbiased and accurate.

Based on the experience of the presenters, the workshop will provide a practical interactive guide for members of The Cochrane Collaboration who wish to take advantage of the media as a powerful tool for disseminating information.

Level of knowledge required to attend: basic/intermediate/advanced.