How press campaigns help maximize the impact of your research
Using a press campaign to get your article into the media can help your research achieve greater impact. This is especially true if you want to reach readers beyond the usual academic circles.
Benefits can include an increase in downloads, citations, and reaching audiences who might not otherwise have been exposed to your research or the topic it covers.
The infographic below shows the impact one recent article achieved with a press campaign – resulting in 45 news features and more than 20,000 downloads.
What makes an article newsworthy?
You can see the main themes that indicate an article has wider appeal in this newsworthy infographic. You know your article has potential when it:
- Involves major discoveries
- Has an impact on society
- Features recommendations for change in practice
- Ties to a timely topic or event
The article needs to have a clear message, which can be communicated easily to journalists and understood by a wide audience. If you struggle to explain your article to someone outside of your discipline, it’s likely it will be too complex for a press campaign.
Image and video content directly related to, or collected during, your research is highly desirable. They can significantly increase the impact of a press campaign, so always include these if you have them.
Get tips and advice for making your press campaign a success with our ‘Engaging with the media‘ toolkit.
To see some real-life examples of successful media campaigns, take a look at the infographic below, or visit the Taylor & Francis Newsroom.
When would an article not be suitable?
The main instances when an article might not be suitable for a press campaign include:
- It has already published. Journalists usually prefer to cover ‘breaking news’. So, if an article has already published, it vastly reduces its chances of making the cut.
- It’s interesting but doesn’t offer anything new for journalists to cover, for example a literature review.
- It’s very niche – if it focuses on a very specific region, group of people or subject area, it’s unlikely to be picked up by many journalists.
- The sample size of the study is small or the discipline is not yet mature enough. Larger scale or longer-term studies which have a strong evidence base are more likely to grab journalists’ attention.
- You are unable to answer journalist queries. Being available to provide additional comments about your research is important to journalists who will want to have their own take on the story.
What is the process for putting together a press campaign?
The information from your Press Nomination Form is sent to the journals press and media team, who will read through it and be in touch within seven working days. If your article is suitable, a press executive will coordinate with you on the campaign.
Typically, this includes writing a press release, incorporating relevant quotes, setting an embargo period, and deciding how to target the release to relevant journalists.
We will sign off the final version , with your approval, and then distribute it to journalists under embargo. During this time, you will need to ensure you are available to answer any journalist queries. You can get advice on this from our ‘Engaging with the media‘ toolkit.
A few days later the embargo will lift, your article will be free to view on Taylor & Francis Online, and coverage of your article will appear in the news.
For any more information on press campaigns, please get in touch at firstname.lastname@example.org