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Tips for generating a media release and media coverage : how the media ate up my research on Aussie horror movies

Ryan, Mark David (2012) Tips for generating a media release and media coverage : how the media ate up my research on Aussie horror movies. In Vannini , Phillip (Ed.) Popularizing Research. Peter Lang, New York, pp. 199-204.

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    Abstract

    The focus of this paper is preparing research for dissemination by mainstream print, broadcast, and online media. While the rise of the blogosphere and social media is proving an effective way of reaching niche audiences, my own research reached such an audience through traditional media. The first major study of Australian horror cinema, my PhD thesis A Dark New World: Anatomy of Australian Horror Films, generated strong interest from horror movie fans, film scholars, and filmmakers. I worked closely with the Queensland University of Technology’s (QUT) public relations unit to write two separate media releases circulated on October 13, 2008 and October 14, 2009. This chapter reflects upon the process of working with the media and provides tips for reaching audiences, particularly in terms of strategically planning outcomes. It delves into the background of my study which would later influence my approach to the media, the process of drafting media releases, and key outcomes and benefits from popularising research. A key lesson from this experience is that redeveloping research for the media requires a sharp writing style, letting go of academic justification, catchy quotes, and an ability to distil complex details into easy-to-understand concepts. Although my study received strong media coverage, and I have since become a media commentator, my experiences also revealed a number of pitfalls that are likely to arise for other researchers keen on targeting media coverage.

    Impact and interest:

    Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

    These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

    Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

    ID Code: 39945
    Item Type: Book Chapter
    Keywords: Popularizing research , Media coverage , press release , Australian horror movies , tourism
    Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200) > Film and Television (190204)
    Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Media Studies (200104)
    Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
    Past > Disciplines > Film & Television
    Past > Institutes > Institute for Creative Industries and Innovation
    Copyright Owner: Copyright Peter Lang 2012.
    Deposited On: 09 Feb 2011 12:32
    Last Modified: 27 Nov 2012 02:29

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