Media training for researchers
“Communication is an essential part of our work”
Prof. Stefania Centrone
The holistic approach is what appealed to me most. But I also appreciated that the training made me aware of how the media may take statements out of context and publish them with no further context and references.
The “Personal Branding in Social Media” course offered me valuable strategies for establishing an effective presence on social networks. Practicing firsthand how to summarize key points in my work in a simple form was genuinely helpful for me. After attending the Public Engagement Academy, I received invitations to speak at numerous events: at the Leibniz Association in Hanover, a conference entitled “How AI Is Changing our Future” in Bad Homburg, the annual conference of the German Informatics Society, and acatech’s annual assembly. All these conferences were broadcast via the usual
media channels, and I felt well prepared and sure of myself.
I found these aspects especially important as professors are not normally coached in how to communicate
the substance of their own research. Communication, however, is an essential part of our work. If those of us who practice science fail to take on this role, we will abandon the field to others who may be able to talk confidently, but may have no scientific expertise.
I would therefore recommend this training without reservation. There is no comparable course at any other university where I have worked.
Register for the next training courses for TUM professors as part of Faculty@TUM: A virtual Lunch Talk on best practice in science communication will take place on February 20; the four-part online workshop “Personal Branding with Social Media” starts on February 25.
Prof. Julia Steinhoff-Wagner
I particularly enjoyed the practical part. For example, there was one challenge where the professional interviewers tried to push us to make a statement that we, as the interviewees, had no desire to make. That’s precisely the situation I think we’re all afraid of when participating in a live interview. Seeing how such situations can be mastered in a gracious and unruffled manner, followed by an evaluation of possible alternatives, gave me an additional measure of personal confidence for the future.
Recently, for example, I received an email announcing “... we invite journalists to talk to the scientists afterwards. If anyone is not available for such an interview, I would ask for your brief feedback.” In the past, an announcement of that kind would have left me feeling stressed, and I would have considered replying that I was not available, but after the training my response was more positive and in fact I was actually looking forward to putting what I had learned into practice.
The many exercises gave me greater composure when interacting with media representatives. And that composure comes across in the interviews. Intensive in-person training in small groups also promotes a relationship of trust with colleagues which would probably have never come about on a professional level – which is why the event was also enriching for me in interdisciplinary terms.
Prof. Markus Ploner
I benefited greatly from the training. It gave me the opportunity to hone my own communication technique with the help of professional trainers and highly engaged and motivated colleagues. In the process, I was able to network with others interested in the topic of communicating science, and I learned a lot from them.
Moreover, the training made us aware of the relevance of communicating science. It showed once again how important it is to look beyond disciplinary boundaries and communicate things simply, clearly, and in a motivational manner. This also helps me substantially in clearly defining the “big picture” behind my work. And last but not least, the training was a lot of fun. I therefore have no hesitation in strongly recommending the training to others.
- The media training sessions are part of the Faculty@TUM program, which is open to TUM professors. The TUM Institute for LifeLong Learning furthermore offers specialists and managers from TUM and companies scientifically sound, future-oriented, and sustainable continuing education.
Technical University of Munich
Corporate Communications Center
Contacts to this article:
Dr. Johanna Platter
TUM Institute for LifeLong Learning
Tel: +49 89 289 26780
johanna.platter@tum.de
