The ABC’s TOP 5 is a unique program where the national broadcaster works with a group of early career researchers across science, humanities and the arts. This year, the University of Melbourne’s Hugh Gundlach was one of the Humanities TOP5. He specialises in education, particularly in teacher retention and teachers’ work.

Amplifying your Research Impact through the Media

As academic researchers, we have a responsibility to share our findings beyond just peer-reviewed journals. The public and industry funds much of our work, so we should return that knowledge to its context by providing expert opinion supported by facts and evidence. Apart from helping attract funding and building profiles inside and outside institutions, media exposure allows us to start conversations in society and elevate stories beyond headlines.

I had the opportunity to spend two weeks at the Australian Broadcasting Corporation (ABC) as part of their Top 5 Media Residency program. During this time, I learned how to retain the integrity of complex research while presenting it to a broader, non-academic media audience. I believe we can all benefit from the insights offered by this program.

Why Engage with the Media?

Media helps set and follow the public interest, but it can also fall prey to sensationalism and PR agendas. Academics can play a key role in elevating stories, providing context, and reducing sensationalism. Most people will never read a peer-reviewed journal, making the media an essential platform for reaching diverse and influential audiences, including policymakers, highly educated audiences, and the general public.

Media also allows academics to incorporate personal stories and case studies, elements typically absent from formal research outputs.

Storytelling is Key

The purpose of news media is to serve the public interest by exposing injustice, informing the population, but also entertaining. The ABC prides itself on sharing good stories, well told, without dumbing them down. They carefully consider who the audience is for each program, repeatedly asking why that audience should care about the content.

Good media coverage is fundamentally about storytelling. The ABC focuses on big issues told through engaging, human-centred stories. Ask yourself:

• Does your research connect with any current societal issues?
• Can you offer a fresh perspective on something in the news?
• What part of your work will make people say, “Wow”?
• What’s the one takeaway for the audience?

Use vivid language and imagery to bring your research to life.

Which Media Formats Should I Consider?

Being behind the scenes at the ABC helped me understand the range of media formats. Each requires a different approach:

Online Articles

Online articles offer features, opinion pieces, explainers and analysis. They need to be timely, impactful, locally relevant, surprising, containing conflict/tension, human interest and universal themes.

Articles are around 1,000 words with succinct  one sentence paragraphs, lots of subheadings, and engaging images every scroll. Most are read on phones, with an average two minute read time. High performers attract about 20,000 views with an average 4 minute read time.

Focus on making one key point very well. Use impactful quotes from other work, hyperlinking sources after the first three paragraphs to avoid sending readers away initially. 

Radio

People listen to radio news and talk programs to gain knowledge, hear stories of shared interest, and get help with their lives. As a guest, be passionate but remember it’s not for you – keep the conversation flowing without drifting off-topic. Find the human interest angle and use sensory details to create a narrative flow for the imagined listener of that program.

You may be brought in as an expert to provide context and perspective behind the headlines on live breakfast, afternoon or drivetime shows. Or you might pre-record an interview for a more specialised subject-based program, where you can tell richer stories and case studies in a friendly, informal environment.

Podcasts

Podcasts are even more niche, with segmented audiences actively seeking out that specific content. Listen to past episodes to understand the particular style – it could be a casual host chat, long-form interview, high production narrative or a daily news-style briefing. Whatever the format, your interviewing ability is key.

Types of Interviews

Interviews are guided conversations aimed at informing, discovering new insights, or holding someone accountable. For researchers, interviews are usually of the first two types.

Before agreeing to an interview, ask the journalist/producer who the audience is, what angle they’re taking, what areas they want to cover and who else they’re speaking to. It’s acceptable to decline interviews if you don’t feel qualified or confident in the treatment of the topic.

The producer will likely pre-interview you to prepare questions for the talent to ask. But the talent may still ask stereotypical questions the public is expecting – remember, the audience should be getting the most out of it. 

In an interview, answer the question you’re asked, not the one you’ve prepared for. Keep your language accessible, contextualise any statistics, and maintain a conversational tone. Try to answer questions as a fellow human, not just an academic!

How to Pitch Your Research

Producers are the gatekeepers for most media appearances. When pitching, be specific and personal—show them how your content aligns with their audience. Timing is critical. Reach out before 9 am and avoid Fridays.

Tailoring your pitch to relevant holidays or major events (e.g., ‘Back to school’, Exams, the Olympics, NAPLAN) can improve your chances. Be mindful of when Parliament is not sitting, as those weeks can create more opportunities for academic voices to be heard.

Don’t be discouraged if you don’t hear back immediately—media work often involves getting “bumped” or edited out. The key is to remain persistent, relevant and to make yourself known. Write articles for platforms like EduResearchMatters, The Guardian, or The Conversation, update your profile on your institution’s website, and connect with journalists covering your area of expertise, as well as any media teams within your institution.

Engaging with the media offers a valuable opportunity to share your research with a wider audience. By telling your story clearly and compellingly, you can contribute to important conversations, elevate public discourse, and make a lasting impact beyond academia.

Hugh Gundlach is a lecturer and researcher in the Faculty of Education at The University of Melbourne. He is one of the ABC Top 5 Media Residents (Humanities) for 2024. There are intakes for the ABC Top 5 in the Arts, Humanities and Sciences. Early career researchers are encouraged to apply in 2025.