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Methods For Disseminating Research And Its Popularisation In The Media – The Impact Of Universities On Society

100%
Czechowska-Derkacz B., Świerk K., Łosiewicz M.
|
2021
|
vol. 4
|
issue 2
132-147
EN
The new Law on Higher Education and Science introduced a new measure for the evaluation of universities in Poland – the impact of scientific activity on the functioning of society and the economy. The aim of this article is to outline the possibilities of universities and scientists in regard to the dissemination of research within two main areas of action. One of them concerns professional efforts towards facilitating access to academic publications (open access publishing, posting articles on platforms and databases for scholars and research institutions, or establishing scientific profiles and university knowledge bases). The second area concerns the popularisation of research in the media by means of public relations (especially media relations). This article presents the view that coordinated activities in those two areas are of key importance for increasing scientific visibility. The ways in which research issues are presented in the media have been shown in the example of media coverage at the University of Gdańsk. The investigation has shown that dissemination of research and science in the media requires increasing the role of professional communicators, for it is possible to shape the agenda setting of academic research using instruments of public relations, taking advantage of the newsworthy character of media coverage.
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Media relations wybranych bibliotek toruńskich. Cele, narzędzia i plany rozwoju

81%
Cyrklaff-Gorczyca M.
Folia Bibliologica
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2018
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vol. 60
99-110
PL
Budowanie pozytywnego wizerunku biblioteki w środowisku lokalnym wymaga znajomości i systematycznego wdrażania elementów public relations. Jednym z etapów tego działania są media relations, czyli utrzymywanie dobrych stosunków z przedstawicielami mediów, co może wpływać pozytywnie na odbiór organizacji w otoczeniu społecznym. W artykule przedstawiono analizę działań w ramach media relations trzech największych toruńskich bibliotek: Biblioteki Pedagogicznej im. gen. bryg. prof. Elżbiety Zawackiej, Biblioteki Uniwersytetu Mikołaja Kopernika oraz Wojewódzkiej Biblioteki Publicznej – Książnicy Kopernikańskiej. Wykorzystano do tego metodę sondażu diagnostycznego oraz analizę treści stron internetowych badanych bibliotek. Biblioteka uniwersytecka i publiczna są dobrze przygotowane i prężnie działają w zakresie promocji, jednak utożsamiają to pojęcie z public relations i nie rozdzielają tych zagadnień w praktyce, natomiast biblioteka pedagogiczna nie ma sekcji ds. promocji i PR, ale zadanie utrzymywania kontaktu z mediami należy do jednego z pracowników. Żadna z bibliotek nie wykorzystuje w pełni możliwości, jakie daje posiadanie strony internetowej.
EN
Building a positive image of a library in a local environment requires familiarity and systematic implementation of public relations elements. One of them is media relations, or maintaining good relations with representatives of the media, which may have a positive impact on the reception of the organization in the social environment. The article presents an analysis of media relations activities of the three largest libraries in Toruń: the Pedagogical Library of Brig. Gen. Prof. Elżbieta Zawacka, the University Library of the Nicolaus Copernicus University and the Provincial Public Library – Copernicus Library. A method of the research was a diagnostic survey and an analysis of the content of the websites of the examined libraries. The university and public library are well prepared and thriving in the field of promotion, however, they equate this concept with public relations and do not separate these issues in practice, while the pedagogical library does not have a promotion and PR section, but the task of maintaining contact with the media belongs to one of the employees. Each library does not make full use of the possibilities offered by having a website.
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