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Media and communications - how did your university fare in COP26?

A man holding a video camera with the lens pointing towards the camera taking the shot

It’s pretty tough to address a rolling camera, an audience, or an interview panel no matter how fully equipped you feel you are. Academics are expected to be able to communicate academic research to a wider audience while enhancing engagement and presence while sometimes dealing with hostile media or curveball questions.

It’s no wonder that when COP26 took place it was often quite difficult to understand who was doing what.

We asked Rachel Hall, education reporter at the Guardian about the differences between reaching niche education audiences vs the general population when writing stories about the sector. How do you reach mass audiences you aren’t already engaging with?

“To reach broad audiences you need to tap into bigger societal themes. If you’re writing a small story happening at an individual place then it has to say something bigger about society or the sector. You’re looking to illuminate a broader problem as opposed to just keeping the world updated on everything happening in one university, as most people don’t care that much.”

A great piece of advice for us all to bear in mind when thinking about how to approach societal topics is; “What is the broader narrative that specific detail is shedding light on?”


This is a guest blog from Trina Everall at Stori, a Neon Caffeine Collective member.

For a range of tips, techniques and broadcast skills for your academics, get in touch with for an interactive and practical workshop led by award-winning journalist, author and broadcaster, Rachel Shabi.

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