Training

Science, media and opinion

In this three-module, interactive workshop we discuss the role of media in bridging science and society, and how to frame, pitch and write news stories, press releases and opinion pieces. Depending on the desired focus, two theoretical modules can be combined with one practical module on press releases or opinion pieces.

1. Frame and story

A top-level view of how to frame and plan communication:
• Understanding the audience; impact and impact pathways
• Frames as cognitive and communication devices
• Tools to develop stories, critiques or recommendations

2. All about media

A focus on the role of media in effecting change:
• Media and society
• Scientific and media cultures
• News and opinion

3a. Writing press releases

Techniques for structuring and writing press releases:
• Identifying the bottom-line
• Structuring engaging but accurate press releases
• Using graphics

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Elevate delivered an excellent workshop to a diverse audience of sustainability researchers wishing to improve their press release writing skills.
ResearcherFuture Earth, Norway

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3b. Writing opinion pieces

Focus on the mechanics of planning, writing and pitching opinion pieces:
• Agenda setting: what it is, and why and how to set it
• Planning: rationale, audience, content, channel
• Content: framing, structure (title, stand-first, beginning, middle, end), rhetoric and style