Impact of the Selection of a Communication Tool on the Effectiveness of Media Outputs About the Results of Science and Research

  • Zuzana Bouckova
  • Blanka KlimovaEmail author
Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 474)


Currently, media have a significant impact on the provision of information for population. They can have both a positive and negative opinion effect on different kinds of activities, including those of scientific and research institutions. The purpose of this article is to examine the impact of the selection of a communication tool on the effectiveness of media outputs about the results of science and research. This was done with the methods of a literature review and a field observation. The findings indicate that the most effective tool seems to be a personal lobbying - direct meetings with the journalists. On the contrary, the least effective tool is then a press release.


Communication tool Media Effectiveness Science and research 



This work was supported by Excellence project 2017 and SPEV project run at the Faculty of Informatics and Management of the University of Hradec Kralove in the Czech Republic.


  1. 1.
    Giordani, A., Sadler, C., Celemin, L.F.: Communication and impact through targeted channels and media. Trends Food Sci. Technol. 57, 311–315 (2016)CrossRefGoogle Scholar
  2. 2.
    Pfetsch, A.R.B.: International Encyclopedia of the Social & Behavioral Sciences, 2nd edn. (2015)Google Scholar
  3. 3.
    Heathm, R.: Encyclopedia of Public Relations. Sage Reference, Thousand Oaks (2005)CrossRefGoogle Scholar
  4. 4.
    Ftorek, J.: Public relations jako ovlivnovani mineni. [Public relations as a tool of influencing the public opinion.], 2nd edn. Grada Publishing, Praha (2009)Google Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.University of Hradec KraloveHradec KraloveCzech Republic

Personalised recommendations