Charlie Beckett asks: How do you reach an audience to pay attention to your research or publications in a world where media power is shifting and the terms of communication trade are becoming more complicated and subjective?
An old friend of mine who used to work in the ’80s as chief press office for an international NGO told me that if he could place a story in that morning’s Guardian newspaper then his work for the day was done. As it was the only paper his liberal internationalist bosses read then a name check in its hallowed pages was seen as ‘telling the world’ about their organisation. As he put it, ‘I could go down the pub for the rest of the day..’ Happy pre-Internet days.