Bringing your research to the media

Content is reviewed on the basis of our quality guidelines and is then transmitted through one or more of our channels, depending on which of these is most suitable.

The most important channels are:

• Target group-oriented press distribution lists
• Personal contacts with press representatives
• Our social media accounts (Facebook, Instagram, Twitter, LinkedIn, Mastodon, YouTube)
• The University website (www.uni-kassel.de) with its Calendar of Events (in german Language)
• The University magazine “publik”
• Internal web areas

We also maintain direct contact with various editorial offices and are happy to present you as an expert in your field.

With our work, we address an interested public - directly or via the media. This includes certain specialized media outlets, but not scientific or academic publishers and their readerships. With this approach, we communicate using readily understandable, though not simplistic, language and a journalistic structure in our texts and other content formats. We also have to keep in mind which topics and which aspects interest respective target audiences.

The same basic approach is taken for content that is directed to audiences within the University, for example, news in the Employee Portal.

• Research results. Results are generally more more interesting than initial research assignments. New assignments can be relevant if they they touch on topics of general interest, involve large sums of money, or are expected to bring about major changes.
• Original and innovative teaching projects
• Scientific activities with regional relevance
• Large equipment, infrastructure
• Personalities, prizes, big names
• Connection to a current discourse
• Unique selling points and superlatives
• Colorful topics, curiosities

One of the core formats of our work is the press release, which its structure and language is based on the journalistic format of news reports. The term “press release” says it all – this form of communication serves to inform the press about an interesting fact. In the following, we describe briefly what this means for style and structure. Other rules may apply to other formats, such as contributions to the University magazine “publik".

The headline of a press release communicates the central message of the text. It can be pointed or original in its formulation in order to arouse curiosity.

The first sentence often follows the "kitchen call" model of communication: A short sentence that expresses the essence of the text to follow - something like shouting news from another room to someone in the kitchen.

The beginning of a text must answer the reader's question: Why is it important and interesting to read this text? The first paragraph decides whether the text as a whole will be read.

Sometimes it is a good idea to end the first paragraph with an incentive to read on, using a so-called cliff hanger.

Already after the first, or at the latest after the second paragraph, the W-questions should all be answered: Who? When? What? Why? Where?

Sometimes it is also useful to describe a specific scene or example at the beginning or in the main body of the text in order to focus the reader's attention.

The further structure of the text resembles a pyramid: After the essentials have been covered in brief at the beginning, more detailed information follows. Background information can be placed at the end of the text.

The language should be clear and concise and avoid superfluous highly technical words and bureaucratic jargon. Whenever possible, passive constructions should be avoided.

Likewise, we refrain from exaggerations and puffery - we want to get to the heart of the matter without inflation or distortion.

We welcome suggestions for topics on research results, interesting teaching projects or outstanding personalities. You can make the process easier for us and for yourself if you prepare essential information and send it to us - in bullet points or, ideally, in the form of a preliminary text.

• Consider in advance: Does the topic have news value (see above)?
• But resist the temptation (or the urging of others) to exaggerate
• Use readily understandable language: How would I explain the subject to my neighbour (assuming your neighbours are not post-grads)
• Focus on one central message per text. Multiple topics in a single communication are not effective
• Answer the Ws: who, when, what, why, where
• In addition to hard facts, a few sentences of appraisal/assessment that we can attribute to you as a verbatim quote are helpful
• If applicable, give us information about (publication) deadlines
• Provide funding amounts and project durations, if applicable
• Provide contact information: name, field of expertise, telephone, email
• Name scientific cooperation partners and/or other project participants from industry and/or other fields
• If available, we are happy to receive text material such as abstracts or brochures
• If possible, provide photos (but keep in mind: you must have the image rights and consent of those pictured)
• Also welcome: addresses of websites with further information, downloads or additional image material

We publicise events via our Event Calendar on the University homepage. In addition, we feed relevant dates - namely those aimed at the general public - into various event calendars of media and institutions and announce them on the social media accounts of the University of Kassel.

To report an event, you must be an employee of the University of Kassel. After an initial review, we will publish the event on the calendar. This review may take up to 48 hours.

• Form for announcing an event (in german Language)

If possible, please send us image material relating to your topic. Important: Photos should be at least 1 MB in size and you must have the image rights and the consent of all those pictured.

Alternatively, we would be happy to visit you at your department and produce photos or videos.

Are you creating videos for social media, student marketing, explanatory videos, etc. in your organizational unit? We have useful information on producing videos for you.

Please note that processing press releases takes time and that we frequently contact external editorial offices, which in turn operate with lead times prior to publication. So please contact us as early as possible with press-related matters. If deadlines and specific dates are to be observed, if possible at least two weeks in advance.