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