Media

You can contact the media directly to share research, facts and opinions when you wish. This is called pitching an idea and is easier than you think.

Follow these steps:

1. Is your story relevant to the media?

Check if it meets any of these news values: significance, identification, sensation, recency or conflict.

2. Who is your story suitable for?

Think about whether it is of national interest, relevant to a specific field, or if it is a local issue.

3. Make direct contact.

Call or email journalists who cover your topic. Have you been in contact with anyone before? Start there. You can also contact editorial staff, program or news editors. Contact information can usually be found on the media outlet's website.

4. Explain simply and clearly.

Use language that everyone can understand. Focus on your most important point. Try to find an exciting or surprising angle.

Explain briefly:

• What is the story about?
• Who does it affect?
• What consequences can it have?

5. Be available.

When you contact the media, you must be available afterwards. You must answer the phone if it rings. Do not go to the cabin.

6. Tip one media outlet at a time.

This increases the chance that your story will be covered.

7. Follow up if necessary.

If the journalist does not follow up within a reasonable time, you can contact other media outlets.

If you have a big news story that many media are interested in, it can be effective to send out a joint press release.

Contact the communication department to request a press release through NTB.

An op-ed / popular science articleis a text in which you share knowledge, opinions or insights to arouse interest and debate. In Norwegian this is often called a "kronikk".

Before you start:

• Is an an op-ed the best format? Op-eds usually reach fewer people than news stories or shorter debate posts. Consider whether this is the best way to get your message out there.

• Link to something current. The chance of publication increases if the article can be linked to a current event, social debate or issue.

How to write a good op-ed:

1. Only one message.

Focus on one clear message. The message should be the title of your op-ed. A catchy title and a good first paragraph are crucial to capturing attention.

2. Get to the point.

Avoid details and dare to be clear. The column should contain a news element and make the reader wiser or inspire action or debate.

3. Write so people understand.

Write in the first or second person. Use language without technical jargon. Use punctuation and write short sentences in an active voice. Share concrete examples and your own experiences. Humor, imagination or a cheeky tone can work – if it suits the topic.

How to choose an outlet:

1. Choose the right medium.

Decide which newspaper or media outlet is your first choice, and send the op-ed there first. Attach the text, a picture of yourself and contact information. You must write a few sentences on what the op-ed is about and the main point.

2. Send to one medium at a time.

Wait for a response before sending to others. If you get rejected, try the next one on your list.

3. Accept editing.

Editors can change the wording, especially in the title and introduction. This is part of the process.

Newspapers and media outlets usually have limits on how long op-eds can be. You'll usually find the information you need on their webpage. Here are some examples:

Aftenposten:

Op-ed: 6000 characters including spaces

Main article: 3000 characters including spaces

Short article: 400–1500 characters including spaces

E-mail: debatt@aftenposten.no

Dagens Næringsliv:

Main article/chronicle: 4500 characters including spaces

Reply/sub-article: 1500 characters including spaces

E-mail: debatt@dn.no

Nordnorsk debatt:

10000 characters including spaces

Submit your article here (the service requires login with aID).

The media are often searching for researchers and professionals who can be experts, explain issues or provide background information. Do you want them to contact you next time? Then you need to be easy to find!

• Update your personal page on uit.no

Make sure your contact information is correct, and write about your work in a way that is easy to understand for people outside your field.

Read more about the personal card and change it here. MUST BE FIXED

• Get good pictures of yourself

Have good pictures that the media can use freely. Contact the photographers in the Communication Section for help.

• Create a fact sheet about your research

If you are a researcher, create a short fact sheet (max. one A4 page) with key points from your research, important figures and facts. Use everyday words and concrete examples that make the message easy to understand. Make it available on you personal page on uit.no

• Say yes as often as you can

The media often turns to those who have said yes before. The more available you are, the greater the chance that they will contact you again.

Before you agree to the interview, ask what the interviewee will ask about and what your role is – whether you will be an expert, give a short comment, or just share background information.

You can ask if it is possible to respond in writing, if you wish.

It may be wise to ask for some time to think about it. You can ask to be called back, but remember that journalists often are in a hurry.

Write down your most important points and try to include them when you answer. Remember that the journalist may ask the same question in different ways, or come up with new questions during the interview.

Before starting the interview, you can ask that the journalist to send you what he writes about you, called "sitatsjekk" in Norwegian (quote check). You can expect that they will shorten or simplify your answers.

If you are unsure of what to do, need advice or practice, please contact the Communication section.