Publicity can boost your career

Rasmus Østergaard Nielsen is an example of how media publicity can open doors - both for the direction of his research and for him personally. In the summer of 2013, one of his PhD articles on the subject of running injuries was rewritten as a press release. The story led to widespread media publicity in both Danish and international media. While his research was widely reported in Danish media, it was the international coverage that really made a difference.

“It has opened a door for me personally and led to a postdoc as well. There was a particular article in the New York Times that led to the management of the university hospital deciding to make our research field a spearhead. They clearly looked at the exposure that our research received in the media, and the management does not hide the fact that a researcher being able to communicate via the media means something,” says Rasmus Østergaard Nielsen.

Do you compromise your seriousness as a researcher, when journalists simplify your research results?

“You have to be prepared to compromise a little. I would always like to include 20 reservations, but you have to be ready to accept that there isn’t space for reservations - either in the press release or in the media publicity that follows.

But things can be nuanced anyway, if the journalist has the time to understand the subject matter. But otherwise you have to provide the nuances in the academic environment instead.”

Are there limits to the amount of exposure?

“Too much exposure can perhaps affect your credibility purely academically; but on the other hand, we are also obliged to get our research out there. Especially when it is a field of research where there is not much money. Having our research covered in the media also means that it reaches the boards of foundations and university managers. If we have submitted a research grant application, then suddenly they can see our research and us.

But it has also received attention in the academic environments. People working in my field of research know who I am.”

Have you had negative experiences in connection with the media publicity?

“You can find your results being misrepresented and overly simplified. But that only happens in a minority of cases. Generally, it has been very, very positive.

The journalists are good at correcting things and I have been able to review and approve virtually all of my quotes.

You should not be afraid to talk to journalists. It is time-consuming, but it can lead to many things, even though it takes time to see the results. Suddenly you get a response from a foundation - ‘we saw you in the newspaper.’ That means something, especially today, where the competition for research funding is as great as it is. And especially if you are part of a research area where it is otherwise difficult to attract money.”

How do you explain three years of research in three minutes?

“By being prepared - and accepting good advice. I would recommend getting help from the communications department. I have received help for both the press releases and the dialogue I have had with journalists. I was very inexperienced in press contact, so the communication officer prepared me for the critical questions. It is also thanks to them that we received so much media publicity in foreign media.

But you should not ignore the amount of work involved in corresponding with journalists. I must have talked to ten journalists a day for three weeks. In the case of the New York Times, what happened was they contacted me on a Sunday at eleven in the evening, and the correspondence with the journalist went on until four in the morning. And then I had to get up at seven to go to work.

One thing you should be prepared for is that you must be ready to answer here and now, so you have to be ready to drop everything else you are doing. If you want press coverage, you must also find the time for it.”

 Facts

Rasmus Østergaard Nielsen has conducted research into running injuries and the use of neutral running shoes by novice runners. The PhD study showed that there is no greater risk of injury for healthy newcomers who pronate (roll their foot inwards), than for new runners with a neutral foot position. The results were controversial, as it has been generally assumed that running in shoes without special support leads to injuries if you over- or underpronate.

Rasmus Østergaard Nielsen’s research into running injuries was published in the British Journal of Sports Medicine in June 2013.

http://newsroom.au.dk/nyheder/vis/artikel/forskere-afliver-myte-om-loebeskader/

Hear about Rasmus Østergaard Nielsen’s experience with handling the press at the PhD Day on 24 January 2014.

Further information

Physiotherapist, postdoc Rasmus Ø. Nielsen
Aarhus University
Direct tel.: +45 6118 1599
roen@sport.au.dk